Graphy is a web platform for creators to build their knowledge-based businesses. Using the platform, creators can launch courses, no-code websites, mobile apps and their own whitelabelled communities.
It’s a subsidiary of Unacademy, India’s largest learning platform.
I led the end-to-end design on Graphy's web experience, designing multiple product surfaces from concept to implementation. I helped revamp existing features and designed fresh offerings to grow into new creator segments. My work included a revamped creator dashboard experience, a mobile app builder interface, membership platform, analytics and more. I also initiated the team's first component library.
As part of a lean product team, I worked very closely with PMs, engineers and my fellow designers. I mentored junior designers and ensured consistent user experience standards.
Interaction Design
Design Systems
Prototyping
Visual Design
Brand Design
Aug 2021 - Aug 2022
Graphy serves budding and established creators and educators, who are passionate about sharing their expertise and building knowledge-sharing businesses.
Users leverage Graphy's platform to create and deliver online courses, memberships, build their own websites & mobile-apps and sell digital content, in a small revenue sharing model.
The user base includes entrepreneurs, subject-matter experts, and professionals across various industries, such as financial education, language learning, test preparation, science, technology upskilling and more. All seeking infrastructure to connect with their audience, foster a sense of community, and grow their business with the out-of-the-box tools that allow them to focus on what they do best: create.
Key projects I worked on. Click to jump to the sections.
Revamped the creator dashboard experience with an enhanced user experience and new features to assist creators with managing their businesses.
Designed a new feature enabling creators to monetize their audience through subscription-based content.
A creator database that presents millions of data points associated with the creator economy in a visual and meaningful way.
Introduced design infrastructure by building an internal 0 → 1 design system, starting with a component library.
Helped craft the creative direction of the product & brand design, marketing website and more.
Post a company merger, the team inherited a new product and user-base. On studying the existing user-base we discovered that they struggled with an unintuitive and fragmented dashboard experience with a heavy reliance on customer support for onboarding and launching their first courses.
For a business looking to scale, there was a need to decrease the dependency on customer support and shift to a product-led onboarding strategy.
Introducing innovative features, and streamlining workflows, I empowered users to effortlessly access key functionality and accomplish tasks with greater efficiency.
I established a component-based system and introduced fundamental UX patterns, leading to consistent and scalable designs.
After an acquisition and merger, I redesigned multiple surfaces in the product to enhance usability & functionality, introduce new features and create consistent design patterns with reusable components.
At the time, Graphy was primarily a course building and distribution product. As our creators grew, so did we. Marketing courses repeatedly was not fun. And time-consuming. Additionally, creators desired more reliable, recurring sources of revenue instead of the sporadic bursts that came from launching courses.
For the business, we had moved from a subscription-based to a revenue-sharing model, tying our success even closer to the success of our creators. It was time to grow with our creators by providing fresh avenues to monetization and expand into new creator segments beyond educators.
Memberships enabled creators to launch tiered plans for their audience, building a close-knit community for their audience. They earn reliable, recurring revenue and gain further opportunities to engage with and monetize their audience.
Members gain access to exclusive content & benefits, interact with peers in a community chat and engage in discourse beyond just courses. Win-win-win.
I conducted interviews to understand our users' requirements, and collaborated closely with engineering and product teams to prioritize crucial MVP features via workshops and whiteboarding. I crafted the end-to-end membership experience, spanning creation, management, and member engagement.
I designed MVPs for new products that drove traction to Graphy. I also worked on developing traction channels and strengthening Graphy's brand in the creator economy through a series of fast-paced experiments.
In this dynamic environment, we fostered tight collaboration between product and design teams, rapidly iterated on ideas, and successfully delivered results within tight time constraints.
With the explosion of the creator economy, we realized there’s no good way to organize and unpack the content being created at lightning speed.For the business, while we were achieving success with selling to large creators with an existing audience, we realized a need for direct channels to aspiring creators and build traction around our brand.
Graphy Repo is a data-rich social media tracking tool, offering insightful visuals for the creator economy. This open-to-all analytics platform automates data collection from YouTube, enabling creators to research competitors among a database of over 1M creators. It unveils high-performing categories, trend insights, competition analysis, and in-depth data visualizations, revealing why and when creators go viral.
I led the design of Repo’s MVP over 2 months, collaborating closely with the development team to take the website from concept to launch, iterating extensively over this period.
I contributed to the project's growth from 0 to 10,000 daily unique visitors per day before it was discontinued due to shifting strategic priorities.
I introduced design infrastructure by building an internal 0 → 1 design system, starting with a basic component library and then addiing to it over time with the delivery of new features.
There was always a scratch space where I would imagine future visions for the brand and product. Many of these directions would see their ends in Figma files but many ideas translated into the product over time and served as inspiration for my teammates.
This is only part of the story, for the feature length - hit me up.
