AI Product Suite

Launching Dropbox Dash self-serve from zero.

Dash had no defined ICP, no activation benchmark, and a funnel nobody had agreed on. I reframed a scoped onboarding task into an end-to-end experience problem, pitched expanded scope to the S-team, and shipped concept to live in 2.5 months.

The result: 345 trial team creations in month one, week-1 retention 32% above industry benchmark, and trial-to-paid conversion that exceeded Dropbox's own self-serve bar — on the first attempt, with a product that had never had a self-serve motion before.