Indy is a LA-based company focused on helping freelancers manage their business. They had just undergone a full brand redesign which included an expanded value proposition, resulting in lowered registrations.

As the lead UX researcher, I conducted and oversaw a series of evaluative studies including analytics, contextual inquiry, and interviews. This uncovered that the new expanded value proposition had diluted the messaging — customers perceived the service as a completely different offering.

I worked with marketers and designers to polish the landing and marketing pages, resulting in an increase in registration rate.

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