True Digital — VROOM

Head of UX/UI on the transformation from internal tool to award-winning commercial video collaboration product.

Disciplines: product-design, design-leadership.

Role

Head of UX/UI — hiring, practice, and hands-on product design from strategy through delivery.

Outcomes

• Internal platform repositioned for commercial readiness
• Stronger NPS and trial-to-paid signals after redesign-led iteration
• Award recognition for product and team output

Context

VROOM started as an internal capability: valuable for the org, but not yet packaged as a product customers could buy. The mandate was to clarify value, tighten the core experience, and build a design-led rhythm with product and engineering so every release moved the story forward.

Approach

We paired discovery with delivery: research to validate priorities, design critiques to raise craft, and predictable checkpoints with engineering so specs stayed shippable. Narrative work—positioning, onboarding, and in-product messaging—ran in parallel so the commercial story matched what we built.

Impact

The team shipped a clearer product story, a more coherent UI system, and a healthier design-product-engineering loop. VROOM graduated from internal tool to a commercial offering with external validation-not just a reskin, but a credible product in market.

Great design doesn’t scale without systems—rituals, reviews, and alignment so UX decisions turn into releases.

Principle applied on VROOM: process as part of the product outcome.

Read the full True Digital — VROOM case study

Head of UX/UI on the transformation from internal tool to award-winning commercial video collaboration product. For product