Wedge HR

Wedge lets you see the person behind the résumé with their innovative one-way video interviewing platform

Wedge was entering a pivotal phase: preparing for scale post-Series A with high expectations around product growth, brand maturity, and market traction. They needed more than surface-level design, they needed design to drive business.

The Challenge

Wedge’s product had strong conceptual traction, a video-first hiring platform humanizing frontline recruiting, but fragmented execution and loose operations. Brand clarity was soft. Landing pages lacked conversion strategy. Onboarding flows weren’t pulling users through activation. Design quality varied, and teams lacked shared frameworks to scale with quality.

My Role

I joined as Principal Designer to overhaul design ops and inject strategic clarity across both Product and Growth teams. This wasn’t just about making things look better, it was about building systems, flows, and brand clarity that drive conversions, trust, and adoption.

Solidified our design production process, from ideation, to flow mapping, wireframes, design, and prototyping in Figma, v0, and code.
Wedge needed a design leader to overhaul design ops and inject strategic clarity across product and growth teams.

What I Delivered

Brand Positioning & ICP Refinement

Leveraging a wealth of customer data, insights, and consolidated research, pulling from 450+ user interviews - I worked to clarify Wedge’s identity and audience:

  • Outlined a story-driven brand strategy imbued with personality, similar to well-known story-driven brands like The Browser Company and Daylight Computer.
  • Uncovered our A+ customers, defined the ICPs for the business, aligned on verticals to focus our attention towards, and vetted our work with real customers to validate and perfect our positioning.
  • Reframed brand messaging around 4 core pillars:
    • Wedge is fast and effortless to adopt
    • Wedge speeds up time-to-hire, saving you countless hours of wasted time
    • Wedge yields high quality hires and consequently improves retention
    • Wedge expands your reach, giving you access to candidates you wouldn’t otherwise see.
  • Delivered a brand manifesto rooted in the founder’s story and beliefs, live customer data, user interviews, and real hiring pains.

Landing Pages that Convert

Designed and launched modular, Webflow-built landing pages tailored to distinct use cases:

  • Built ~25+ live landing pages with differentiated CTAs (Demo, Signup, Partner Conversion).
  • Used strong ICP alignment, real testimonials, and concise CTA-first design to drive conversions.
  • Leveraged Relume and implemented in Webflow for a design system and component structure with a CMS back-end.
  • Tracked and democratized analytics via GA4, Google Tag Manager, Looker dashboards, and established UTM standards.
  • Pages now drive core funnel activity with consistent growth team usage and optimization.
Designed over 30+ high conversion landing pages
Designed over 30+ component-driven landing pages using Relume and Webflow structured for high conversions and structured funnels around each

Product Design

On the product side, I solidified our design ops workflow, and worked with the product team to release many new features, including a new highly experiential onboarding flow to drive customer activations, and several high-impact internal tools to support customer acquisition and support of our partner channels:

  • Designed a highly experiential onboarding flow to delight new users while educating them, designed to increase user activation and ultimately retention (reduced churn)
  • Designed an internal tool for partner management, to allow Wedge to expand and support our partner channels (our main source of customer acquisition)
  • And much, much more!
Solidified our design production process, from ideation, to flow mapping, wireframes, design, and prototyping in Figma, v0, and code.
Solidified our design production process, from ideation, to flow mapping, wireframes, design, and prototyping in Figma, v0, and code.
I designed a highly experiential onboarding flow to delight new users while educating them, designed to increase user activation and ultimately retention (reduced churn)

Design Ops & Team Uplift

Established systems for better cross-functional output:

  • Solidified our design production process, from ideation, to flow mapping, wireframes, design, and prototyping in Figma, v0, and code.
  • Enforced high expectations for design quality with a major focus on craft and quality
  • Built Figma, Relume, and Webflow systems to reduce drift and speed up delivery.
  • Mentored in-house designers on UX fundamentals and product thinking.
Built design ops systems to reduce drift and speed up delivery.
Built design ops systems to reduce drift and speed up delivery.

The Outcome

Wedge went from a youthful, founder-driven brand to a scalable, ICP-aligned growth engine. Their product matured, their brand got sharper, and design became a strategic lever rather than not a bottleneck.

Highlights:

  • Unified product + growth design under one strategic lens
  • Rebuilt high-converting landing system from scratch
  • Enabled scalable design ops
  • Enforced high design quality standards across the company
  • Repositioned brand around real user needs and emotional drivers, positioned as a story to drive viral growth.
Product Design UI/UX Brand Strategy Growth SaaS Startup Web Design

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