StreamDNA
YouTube data solutions SaaS platform
Founding Designer: End-to-End design & launch
Overview
I joined Media tech startup StreamDNA as founding designer to deliver the end-to-end design of their flagship self-service YouTube data solutions platform to grow their SaaS business.
StreamDNA was selling their world-leading data to a handful of customers through high-touch offline sales cycles but to scale they needed to grow their subscription-based services, convert and keep new customers.
🚀 Product launching Jan 2025
Business goals
🏆 Grow subscription-based business
🏆 Reduce churn of existing subscribers
🏆 Enable product-led acquisition of new customers and conversion to higher tiered plans
Project overview
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End-to-end strategy and design of YouTube data solutions platform
Tiered subscription-based access to the world’s largest database of YouTube creators.
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Product before
One page website with limited functionality (filters, help & payment) allowing users to run basic searches for free or pay for more filters
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Product after
End-to-end platform for brands & influencer marketers; AI smart search, channel metrics, data enrichment, email credits, live data on top & trending channels & more
New smart search 🔎
Combining 40+ filters into one AI-powered simple search
New premium features ✨
Automated leads generation, enrichment & email credits
Reducing churn 📈
New data querying UX to reduce user error and find the right data quicker
Designing for growth
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Reducing time-to-value for first time users
Search re-designed and streamlined to reduce barrier of entry into data and provide immediate value
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Reducing query complexity with AI topic categorization
AI categorization of our database meant users could find a niche in seconds
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Optimizing acquisition for product-led growth
Switching to a free trial that demo’d the new premium experience to showcase the data available
Reducing time-to-value for first time users
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Search before
Overwhelming and confusing wall of filters and unclear search logic was leading to high rate of error in searches. Many users dropped off before seeing any data & many plans were cancelled in their first few days.
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Search after
New streamlined search entry focused around topic makes it easy to see results quickly. Most users got immediate value from first search and confidence that they could find the data they need on the platform.
Scalable, customer-led growth
New AI & Automation features
Adding high value features to top tier plan that are easy for customers to discover, preview & upgrade for
Scalable, customer-led growth
New plan management and credits system
Adding more flexibility to our tiers with clearer messaging, a new credit system and quick plan management
New data filtering UX to
reduce error in complex searches
New marketing site and acquisition strategy
New branded marketing site optimized for converting visitors to a free trial of the tool to authenticate large volume of organic traffic and showcase the full power of highest tier plans.
Optimizing marketing site for self-led acquisition
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Marketing site before
No traditional marketing content, branding or value positioning. Only functionality was filters and payment option and site allowed visitors to run free basic searches without logging in. Many free users never discovered premium filters which were hard to find.
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Marketing site after
Effective & branded site with clear messaging around the value & features of the product. After running a free search users had to start a free trial to continue, allows them to demo the full premium tool.
Built on iterative user research
Qualitative interviews with customers, observation sessions to understand pain points and testing wireframes for new features & solutions
Key findings:
High rate of error, many searches returning no results despite millions available
Competitive market, time to value on first use was critical
Most clients prefer natural language search, some want high tech query builder or a combination of both
Ineffective acquisition model- locking premium filters & features without proving their value
Client feedback
“Through her process & vision Ness helped us clarify our product strategy and solve countless complex business problems. She’s delivered a product that has significantly reduced churn and boosted sales”
Jake Kitchiner
Co-Founder StreamDNA
