Machine Learning Collective

How might we redesign the site to grow funding, new publications, and the community at scale?

Machine Learning Collective

How might we redesign the site to grow funding, new publications, and the community at scale?

Machine Learning Collective

How might we redesign the site to grow funding, new publications, and the community at scale?

TEAM

Time

6 months

My role

Product Designer

KEY SKILLS

Growth Design

UX Research

UIUX

INTRO

Client needed self-sustainable growth, at scale

ML Collective is a well-known AI nonprofit that was started by the founders of Uber AI, and currently has about 4,000 members - but growth has stalled.


The founders wanted growth to be self-sustaining in - generating more papers, researcher collaborations, and renewed interest in tech sponsors. To achieve this, I introduced them to the concept Product-Led Growth.

DESIGNS

0→1 redesign, I rebuilt the site from the ground up

The final designs make MLC's key value - collaborating with leading AI researchers - immediately visible and actionable.

I created engagement loops and new mental models that supported community-driven growth: a mentor booking system, live events hub, research paper matchmaking, and more - all of which were either missing or buried in the original site.

All screens - Drag slider for before/after

The Process

I put users at the forefront, led with usability testing first

I conducted a holistic audit, usability testing, and user interviews to identify content overload, navigation gaps, and missing value communication.


My process:

Audit → Usability Testing (Current Site) → User Flows → Sketches → Designs → Prototype → Usability Testing (Redesign) → Iteration

I then mapped out the new experience

Using insights from early testing, I mapped the most important engagement loops that would support activation, collaboration, and long-term retention.

From this, I developed low-fidelity sketches to restructure the site around clear pathways to value.

THE SOLUTION

With insights, I designed to ensure "Product-Led Growth"

The 0→1 redesign focuses on communicating value in the first seconds, reducing cognitive load, and guiding users toward collaboration and community participation.

The new experience ensured self-serve value discovery, low-friction onboarding & navigation, and built-in loops that lead to more usage or more users.

Insight #1 → Solution - focus on "time-to-value"

Insight #1: 83% of visitors dropped off within the first 3 seconds

Users came to find events or collaborators but left within 3 seconds - unable to navigate the page."

“The text on this site, it's too much and I never found the info I needed.” --Nick

Solution: I focused on time-to-value, starting with the hero section

Ensuring the user is clear on MLC's offerings, and clear path to value within the first moment on the page.

"Ok, I finally understand what MLC is trying to do now, after 3 years." --Nick

Insight #2 → Solution - engagement & growth loops

Insight #2: 100% of users wanted to see a list of researchers, and proposed papers

Users wanted to talk to a researcher or view papers currently being worked on, none of this was found.

“The site is confusing, where are the researchers? Request for proposal seems intimidating.” --Joel

80% of visitors dropped off...

Users wanted to talk to a researcher or view papers currently being worked on, none of this was found.

“The site is confusing, where are the researchers? Request for proposal seems intimidating.” --Joel

Solution: I created growth loops, and emphasized on the "human element"

There's now easy paths to access researchers and current papers being worked on, ensuring engagement.

"Oh wow, this is a lot more intuitive. It's nice to have a way to see the list of proposals too." --Joel

80% of visitors dropped off...

There's now easy paths to access researchers and current papers being worked on, ensuring engagement.

"Oh wow, this is a lot more intuitive. It's nice to have a way to see the list of proposals too." --Joel

Insight #3 → Solution - introduce new mental models

Insight #3: 100% of the users wanted the option to talk to research collaborators in person

Talking and booking time with a researcher seemed intimadating, most people wanted to talk organically at events.

"Organizing events takes too much work, we both have jobs." --Jason

80% of visitors dropped off...

Talking and booking time with a researcher seemed intimadating, most people wanted to talk organically at events.

"Organizing events takes too much work, we both have jobs." --Jason

Insight #3: 100% of the users wanted the option to talk to research collaborators in person

Talking and booking time with a researcher seemed intimadating, most people wanted to talk organically at events.

"Organizing events takes too much work, we both have jobs." --Jason

Solution: I introduced a new mental model around events, and associated corporate sponsors to publications

Users wanted in-person interaction, corporations wanted recognition for continuity in sponsorsing grants and events.

“The hosting concept is creative, I like the paper affiliation with companies!” --Jason

80% of visitors dropped off...

Users wanted in-person interaction, corporations wanted recognition for continuity in sponsorsing grants and events.

“The hosting concept is creative, I like the paper affiliation with companies!” --Jason

Solution: I introduced a new mental model around events, and associated corporate sponsors to publications

Users wanted in-person interaction, corporations wanted recognition for continuity in sponsorsing grants and events.

“The hosting concept is creative, I like the paper affiliation with companies!” --Jason

The Process

Exploring & Experimenting

I conducted a holistic audit, usability testing, and user interviews to identify content overload, navigation gaps, and missing value communication.


My process:

Audit → Usability Testing (Current Site) → User Flows → Sketches → Designs → Prototype → Usability Testing (Redesign) → Iteration

Mapping out the new experience

Using insights from early testing, I mapped the most important engagement loops that would support activation, collaboration, and long-term retention.

From this, I developed low-fidelity sketches to restructure the site around clear pathways to value.

IMPACT

Key Outcomes

With 6 participants, I measured the before/after time spent on page, how confident they felt in achieving their goal with the redesigned experience, and tasks they're able to accomplish now with the redesigned experience versus before.

Increased Time on Page 

+92%

User Confidence Score

+99%

Task completion rate

+6x

Lessons

What I learned?

Design as a storytelling tool

Without storytelling conveying value — eg. founder stories, and testimonials — a product will not compel engagement.

Product growth is led by design

Intuitive design with strategic affordances and engagement loops, help surface value and keeps users coming back.

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Service Design

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Service Design

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Product-Led Growth

Overview

Designs

The Process

Impact

Lessons