Market Research & Product Strategy
I conducted extensive market research with fashion resellers, sustainable fashion brand owners, and TikTok influencers to understand what they wanted from a video commerce platform.Research showed significantly high user interest in asynchronous video selling (TikTok-style). Users wanted the creativity and personality of video.
Product Design & User Experience
I developed UX wireframes and liaised with our design studio on app UI and branding, ensuring the interface felt native to Gen Z users who were fluent in TikTok and Instagram but frustrated by traditional resale platforms. The goal was to make selling feel creative rather than transactional; more like posting content than listing items.
FINDS was a Gen-Z-oriented video marketplace app that mixed social-style video content with peer-to-peer commerce for a more personal, connected and engaging take on reselling fashion.
I was instrumental in the research, ideation, concept development and launch of FINDS—from conducting the market research that validated product-market fit, to developing UX wireframes, to founding the pre-launch community and creating the content strategy that would define how users experienced the app.
Community Building & Launch Strategy
I founded and grew a pre-launch community of engaged resellers, creating genuine excitement and user readiness ahead of launch. I also developed a comprehensive coaching program for sellers, teaching them how to create compelling social video content and sell effectively via our app - essentially training our early users to become the app's content creators.
Content Strategy & Frameworks
I created the content strategy and frameworks for all user touchpoints, from onboarding to in-app messaging to seller education. Every piece of content was designed to feel personal and community-driven.
content lead + founding creative
Original TikTok & Instagram Content
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TikTok content: I conceptualised videos to introduce the brand, promote growth via viral trends, and create user-readiness via how-tos: using graphic design, art direction & video editing, including timing transitions to bring them in time to music - a key success factor in TikTok videos.
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Instagram app previews: I engaged with the community to create video clips for pre-launch user-generated content, created app interfaces in Adobe XD and animated them in Adobe After Effects, as the app wasn't live yet. The community responded extremely positively to being part of this process.
FINDS' Pre-Launch Community Experience
I created a highly-engaged pre-launch community of fashion resellers (our ideal users) by developing an online space where invite-only members could:
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Read exclusive insider information about FINDS and learn about the benefits to them
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Take part in design discussions and feel actively involved in the app's creation
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Attend and take part in virtual (and later, reserve spots at in-person) events
Consumers crave experiences; experiences are an amalgam of content. I created a content strategy to get the most positive response from our ideal users and generate genuine excitement and readiness ahead of the app's launch.
FINDS' Content-Led Signups
In addition to FINDS' pre-launch community, I developed a content-led signup arc to build a waitlist of high-quality users before the app launch.
FINDS launched as invite-only access (not available on the Appstore) to create a sense of exclusivity via a waitlist and help maintain quality amongst the app's early users.
High-performing fashion resellers and TikTok creators learned about the new app via exclusive sites tailored for them. This created personalised access on a larger scale, drawing in pre-launch signups from guaranteed high-quality users.
Once signed up, members on the waitlist could access a 'Help Portal' of content designed to help them use the app well, including tips on best live-stream selling practices for social videos and examples of how they can tailor the app for them.
What I learned from FINDS:
This experience taught me invaluable lessons about marketplace dynamics, and the importance of data-driven product decisions. It also showed me how to validate product-market fit through research, build community from zero, and create content strategies that make users feel like creators, not customers.
