Supply Drop.

Make the prediction legible: explain the science in plain words.

Outcome

• Designed the app end to end and managed product, the website, and marketing, working day to day with the founder and the engineering team
• Took the paid-social launch over end to end and drove 100+ paying subscribers in the first week, recurring revenue, not one-off sales
• Led the web experience through a year of delivered homepage iterations as the subscription scaled (Apr 2020 to Feb 2021)
• Made the prediction engine feel simple enough to trust, the core of why people subscribe
• Unified one brand system across web, email, print, and packaging

Problem

Households run out of essentials at the worst times. Supply Drop predicted what each home needs and delivered it monthly. The web experience had to make predictive subscription commerce feel simple and trustworthy.

My role

App design end to end, from flows to shipped UI, working directly with the founder and the frontend and backend engineers · Managed product, the website, and marketing · Web experience: design and build · Subscription onboarding and brand application · Paid social end to end: creative direction, photo shoot, design, copy, and campaign management in Facebook Ads Manager

Key calls

• One brand voice across web, email, print, and packaging
• Launch homepage revisions monthly and let the results pick winners

Iterate in public.

The homepage launched, got measured, and relaunched, twelve months of revisions from the first COVID-era layout in April 2020 to the approved 2021 design. No big-bang redesign. Each month I changed something, watched what the numbers did, and let the results pick the winners. The evolution board is the actual trail, not a highlight reel.

Make the prediction legible.

The hard part was trust. People will not hand a subscription to a prediction they do not understand, so the whole experience had to make the engine legible. The Science of Supply Drop explained how it worked in plain language, and the product surfaced what each home needed, and when. Make the prediction believable and the subscription sells itself. That was the core of the work.

One system, every surface.

A subscriber sees more than a website. I unified one brand system across web, email, print, and the box on the doorstep, so every touchpoint felt like the same company. The checkout was designed to make committing to a recurring delivery feel simple and low-risk, the moment where trust either closes or it does not.

Paid social, run end to end.

This part was mine end to end. I creative-directed the campaign, ran the photo shoot and shot the product photography myself, then designed and wrote every ad. I also built and managed the campaigns in Facebook Ads Manager, published the creative, and optimized the spend, all while I was designing the app. Each ad leads with the promise the product made, never run out, no hassle, cancel anytime, one honest offer in one brand voice carried from the feed to the box on the doorstep. And it worked: I took the launch over end to end and drove 100+ paying subscribers in the first week. Because Supply Drop sold subscriptions, these were not one-time sales but recurring customers, each one worth far more over time.

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