Story
Supliful lets creators launch supplement brands without handling manufacturing or fulfillment.
Growth exposed the limits of their WordPress setup. New users couldn't figure out the product, set up a brand, or start selling. Adoption stalled.
First UX hire. Built the UX function, redesigned the marketing site and product, added a design system, mapped workflows, and worked with founders and engineers on product strategy. The company hit $1.1M monthly GMV.
What this project teaches
Activation was the lever, not acquisition
Traffic was arriving. People could not set up a brand, so they never reached the moment the product proves itself. Onboarding is the growth work most teams underinvest in: Yuriy Timen puts the typical lift at two to four times activation for early-stage products, and that is where this engagement went first.
Time to first brand
The metric was how fast a new creator gets from sign-up to a launched product. Every setup step was judged against it, the way Hila Qu's PLG audit judges a trial: can a person reach value and buy without help?
A design system is how the first hire scales
One person cannot review every screen. The system let founders and engineers ship consistent product once the UX function existed, which is what let adoption keep pace with the GMV growth.