Case Study · Edtech · Rebrand
Rebuilding Guild's home and application flows under a new brand.
During Guild's company-wide rebrand, I owned design for the two surfaces that decide whether a working adult enrolls in a degree program: the home experience and the application flow. The work spanned mobile and web, used FullStory and Looker to find friction, and shipped under a tight rebrand deadline.
A note on confidentiality: my work at Guild is covered by an NDA, so I can't share specific screens, metrics, or funnel details publicly. Happy to walk through the work in person or in an interview.
What I did
During Guild's company-wide rebrand, I led design and design UAT for the home and application flows — the two surfaces that decide whether a working adult enrolls in a degree program. I worked cross-functionally with product managers, engineers, and the design system team to deliver responsive experiences across mobile and web under a tight rebrand deadline.
I used behavior analytics tools (FullStory, Looker) to identify friction points in the existing funnel and to guide UX improvements based on real user behavior rather than assumption. The rebrand shipped, and the redesigned surfaces went out behind a feature flag with monitored rollout.
The specifics — decisions I made, tradeoffs, metrics that moved — are things I'd love to talk through in person. Get in touch and I'll walk you through it.