UX STRATEGY
Dropbox - Rewriting the Narrative
Evolving a single-product brand into a scalable multiproduct experience with measurable business impact
ROLE
Strategy · Interaction · Visual Design
EMPLOYER
Dropbox, Growth Team 2020-2023
The Challenge
Dropbox needed to shift its perception from a single-product company (cloud storage) to a multiproduct platform after acquiring HelloSign and DocSend. But there was no clear strategy or frameworks to:
Align product messaging across three different sites.
Educate users on new products.
Integrate multiproduct awareness into high-traffic conversion flows.
Growth had slowed (<2% YoY), and new products weren’t visible where it mattered most.
My Role
Led UX strategy and a cross-functional sprint, consolidating 50+ findings into 6 key insights. Defined scalable page frameworks and prioritized 8 actionable experiments to bring Dropbox’s multiproduct story onto the website.”
Approach
I led a sitewide audit of Dropbox, HelloSign, and DocSend to identify the strongest conversion flows and user behaviors.
From these learnings, I created UX principles — the Central/Satellite/Exit model — to guide scalable multiproduct page design.
Using this framework, I identified high-impact opportunities and launched experiments on top-converting pages, driving measurable lifts in revenue and engagement.
The Strategy
Evolved Dropbox’s site from a single-product experience to a scalable multiproduct narrative through page redesign
UX Framework
UX principles (Central/Satellite/Exit model) provided a repeatable framework for future product launches.
Central Station:
Homepage, /business – awareness & discovery
Satellite Station:
Product pages (/hellosign, /docsend) – education
Exits:
Plans page – conversion
From Single-Product to Multiproduct - Homepage & Product page Concepts
Near-Term Experiment With Huge Payoff
High-impact experiments drove measurable lifts in revenue and engagement.
Explaining Multiproduct Through Motion
To help users understand Dropbox’s evolving ecosystem, I proposed an animated intro on the homepage that visually explains how Dropbox, HelloSign, and DocSend work together. This quick motion narrative improved comprehension and sparked curiosity, increasing engagement with multiproduct content.”
Validating Multiproduct with Quick Wins
To quickly validate our multiproduct strategy, I proposed adding HelloSign and DocSend modules to high-traffic pages (homepage, business, plans).
Scaling Fast with System-Built Pages
To quickly educate users on HelloSign and DocSend, I proposed and created new product landing pages leveraging Dropbox’s existing design system. This ‘quick-and-dirty’ solution allowed us to roll out multiproduct messaging rapidly, validate user interest, and set the foundation for future dedicated experiences.
Impact on the business
2.3%
LTV Lift
1.8M
from multiproduct experiments
5.7%
GNARR Lift
1.3M
from new product pages