Crowdfunding Launches
Product design, UX and content strategy for successful campaigns
Context
At Nomad Technologies, I played a key role in launching two products via crowdfunding platforms, reaching over 22 countries and achieving a ROAS of 1.053% in three months. The OKU Desk (2021) and Red Fox 2 (2023) campaigns combined research, product design, digital content and strategic communication, connecting with companies and professionals through a clear value proposition: accessible innovation and functional design.
My role
As a specialist in digital product design and content strategy, I co-led research, ideation, branding, strategy, content creation and communication across both launches.
- Research and analysis: User Personas definition, benchmarking, design perception surveys, A/B testing.
- Brand and communication strategy: development of narrative, tone and key messages, aligning product and business objectives.
- UX design and content: planning, structuring and writing digital content (landing pages, campaigns, email marketing, videos, social media, ads, press releases); briefing and supervision of visual design. For OKU Desk, I also designed interfaces, flows, landing pages and visual assets.
- Campaign and optimisation: development of visual and advertising assets, monitoring metrics and optimising results.
- Storytelling and visual production: campaign video script, supervision of pre-production and coordination of visual materials.
- Stakeholder collaboration: ensuring coherence between product, communication, digital experience and business goals.
Products and objectives
- OKU Desk (2021): evolution of the OKU series laser engraver and cutter. Following insights from 10 beta testers, the third generation launched with a more compact, powerful and faster design. Objective: validate the product, position it internationally, and consolidate a distinct digital identity for the brand.
- Red Fox 2 (2023): technical and strategic update of the Red Fox CNC range to meet new customer needs. Incorporates IoT functionality, a more intuitive interface and additional accessories. Objective: modernise the product, improve competitiveness, and expand reach to SMEs, professionals and educational centres, without losing the brand’s accessible approach.
The early reservation flow allowed us to gauge interest and create a VIP community of backers on Facebook, prior to the Kickstarter launch.
Strategy
User-focused storytelling highlighting ease of use, versatility and reliability. Professional and demonstrative communication of technical improvements through detailed resources and descriptions.
Development of multichannel digital content (landing pages, product videos, tutorials, social media assets and ads), aligning messages, tone and brand narrative with business objectives.
Fragments of the Red Fox 2 landing page: structure, key messages and visual assets designed to communicate technical improvements and reinforce brand positioning.
Results
- OKU Desk: fully funded in 2 hours, 37 backers; selected by Kickstarter as #ProjectWeLove.
- Red Fox 2: funded in 1 minute, 125 backers; strengthened the company’s position in the professional CNC market for accessible and innovative solutions.
Crowdfunding campaign video for OKU Desk (2021).
Crowdfunding campaign video for Red Fox 2 (2023).
Impact and learning
The campaigns validated product acceptance before mass production, consolidating relationships with creators, professionals and companies (B2C and B2B). In both cases, they demonstrated how research, digital design and content and communication strategy, centred on people and business objectives, drive engagement, conversion and strengthen brand identity.
