Overview
Note: SuperBam underwent a full rebrand in 2025. The designs, system, and outcomes shown here reflect my leadership during the “superhero” brand phase and no longer appear on the live site.
As the sole Product Designer and design lead, I transformed SuperBam’s digital presence into a scalable, persona-driven platform that spoke directly to creators, executives, and investors. Partnering with the founder, I set the product vision, built a modular design system — the “Superhero Utility Belt” — and operationalized accessibility, brand governance, and design-to-business alignment.
When I joined, SuperBam was scaling rapidly: it had reclaimed $10M+ in ad revenue for creators, grown to 400+ managed creators, and achieved 2× year-over-year growth in recovered revenue. My redesign elevated the brand’s credibility and gave the company the infrastructure to continue scaling — including onboarding 60+ new creators in 2022 alone.
My Roles
Vision & Principles — Defined the guiding principle “Professional by default, playful on demand” to balance brand personality with enterprise credibility.
System Builder — Authored a modular design system codifying components, accessibility standards, and analytics hooks.
Business Alignment — Connected design decisions to sales, marketing, and investor narratives.
Mobile-First Advocate — Pivoted the entire program after analytics revealed 60%+ of traffic came from mobile.
Governance Leader — Built rollout frameworks and decision rituals to ensure long-term scalability.
Tools & Stack
Research & Strategy: Stakeholder workshops, analytics review, competitive benchmarking
Design: Figma (system, prototypes), Adobe Photoshop
Collaboration: Weekly founder reviews, structured decision frameworks
Analytics: Google Analytics, Hotjar (traffic + funnel tracking)
Accessibility: WCAG AA standards, color/contrast audit tools
The Problem
Despite SuperBam’s business success, its digital presence was falling behind:
Branding leaned heavily on a dated “superhero” theme — fun for creators but lacking professional polish for executives and investors.
Navigation was generic and persona-agnostic, forcing creators, partners, and investors through the same funnel.
Scalability was limited: without a design system, content updates were slow and inconsistent.
Accessibility gaps risked excluding users and falling short of compliance standards.
In short: the company was reclaiming millions in revenue, but its digital presence wasn’t telling that story clearly — nor supporting the growth velocity needed.
Research & Discovery
I conducted an in-depth audit of the existing site, interviewed founders and sales teams, and benchmarked competitors.
Insights:
Multiple audiences (creators, executives, investors) needed tailored pathways.
Mobile was the primary traffic source, yet the site was desktop-first.
Proof of business success ($10M+ reclaimed, 2× YoY growth) wasn’t surfaced consistently across surfaces.
Accessibility and inclusivity had not been codified, creating long-term risks.
These insights defined the redesign principles: persona-driven, mobile-first, credibility-forward, and accessible by default.
The Solution
The redesign established a scalable, credibility-first platform for SuperBam:
Persona-driven navigation ensured creators, executives, and investors each had a clear path.
Mobile-first design aligned with where the majority of traffic was coming from.
Proof modules made the company’s success story visible and reusable across surfaces.
Accessibility standards codified inclusivity into the system.
The result was a platform that matched SuperBam’s growth story with a professional, trustworthy, and future-proof digital presence.
UX Process
Persona-Driven Navigation
Reorganized IA into three clear audience pathways: creators, executives, investors.
Prototyped flows, validated with sales + support teams, and refined based on clarity testing.
Outcome: Improved discoverability, positioning SuperBam as professional and user-centric.
Mobile-First Redesign
Audited mobile friction (tiny tap targets, slow load times).
Applied mobile-first principles: simplified menus, larger targets, optimized layouts.
Outcome: Mobile engagement increased dramatically, capturing the majority audience.
Modular “Proof” System
Created reusable modules highlighting $10M+ recovered, 2× growth, 400+ creators.
Codified into the design system with analytics hooks.
Outcome: Proof points became consistent across product, marketing, and sales; campaign prep time dropped significantly.
Accessibility & Inclusivity
Introduced WCAG AA guardrails (contrast, semantics, alt text).
Ran accessibility audits and trained partners in best practices.
Outcome: Expanded trust, improved inclusivity, and ensured compliance at scale.
Reflection
