Crowdfunding Launches
Product design, UX and content strategy for successful campaigns
- Problem
The challenge was to validate two products in the market and optimise conversion during early launch stages. - Evidence
Through user research, beta tester feedback and behavioural analysis, I identified key friction points in understanding and critical flows. - Action
I co-led the design of the digital experience, iterating on landing pages and content using A/B testing and conversion metrics to improve performance and ease adoption. - Impact
Validated product-market fit before production, achieving ROAS above 1.000% and increasing conversion across key funnel stages.
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.
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.
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. Designed interaction flows and wireframe-level UX for key conversion journeys.
Designed UX flows and landing experiences for OKU Desk.
Campaign and optimisation: development of visual and advertising assets, monitoring metrics and optimising results.
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.
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.
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.
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 and digital design, drive engagement, conversion and strengthen brand identity.
