Box

OBJECTIVE

The external collaboration page for Box freemium users lacked strong conversion drivers, featuring only a two-minute overview video. My goal was to redesign the experience to integrate social proof elements and increase new user sign-ups.

SOLUTION

• Integrated high-impact customer logo displays and clearer CTAs

• Streamlined page content to reduce cognitive load

• Updated the design system for better scalability and consistency

APPROACH

• Conducted competitive analysis on social proof strategies across SaaS brands

• Developed personas and user stories to guide solution design

• Tested multiple UX patterns: logos, third-party ratings, testimonials

• Ran feedback sessions and internal user testing to validate concepts

• Identified and improved gaps in information architecture and accessibility standards

BUSINESS IMPACT

• +5% sign-up rate increase (~21,000 new freemium users/month)

• Enhanced brand trust and engagement through visual social proof

OVERVIEW

Upsell CTAs for Box Starter plans were visually blended into admin settings, causing low visibility and reduced conversion. The objective was to redesign upsell UI elements to better guide users toward upgrades.

SOLUTION

• Introduced a distinct, high-visibility upsell banner

• Streamlined language and CTA hierarchy for clarity

• Integrated the new banner as an official Design System component

APPROACH

• Audited upsell messaging across Box plans and competitor platforms

• Mapped user journeys within the admin console to identify UX friction points

• Tested various UI interventions (modals, popups, banners) with stakeholders

• Analyzed color psychology and performance data to choose high-conversion colors

• Designed, tested, and launched a new banner system aligned to Box's design standards

BUSINESS IMPACT

• Forecasted lift in upsell conversion rates for Starter plan users

• Improved admin console consistency and accessibility across pages