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The project at a glance.
Role: Design Advocate
Team: Alongside sales, customer success and marketing
Timeline: August 2021 to August 2025
Platform: Mac app and cloud workspace
Where customers got stuck.
Customers didn't know about features that had been in Sketch for years: cloud, the workspace, and how to manage symbols, libraries and design systems. I found the same gap on call after call.
Start from the customer's pain.
Instead of touring features, I built an interactive demo of the workspace with a script that kept evolving, and adapted it to each team. After each call I shared a demo design system file, and I wrote two guides on design systems in Sketch.
What customers said reached the people building Sketch.
I took customer needs and pain points to the product team. That input helped shape features like stack layout, partial sharing, library merging and the prototyping revamp.
How it went.
~43% reduction in churn across the customer team, 2022 to 2024
~1,000 seats kept at a large Chinese e-commerce company in 2023, which expanded later
~10% seat expansion at BBVA after I trained 100+ of its designers in fall 2023
Figures are approximate. The churn reduction is a whole-team result.
“His contributions were invaluable, directly assisting me in winning deals by effectively showcasing our product to potential customers.”
Elena-Alina Burcea, Customer Success Manager at Sketch
30 minutes on video. No prep, no sales pitch.
Is your product story getting lost too? Let's look at it together.
