case studies

SCOPE

SCOPE

0 → 1 design for the core surface of Sway: voting groups.

0 → 1 design for the core surface of Sway: voting groups.

KEY USER

KEY USER

Political influencers — creators, organizers, and public leaders turning their audiences into verified political leverage.

Political influencers — creators, organizers, and public leaders turning their audiences into verified political leverage.

ROLE

ROLE

Founding Designer. Responsible for product design, user research, brand design, and frontend engineering.

Founding Designer. Responsible for product design, user research, brand design, and frontend engineering.

WHAT I DID

WHAT I DID

$2.5M

$2.5M

Raised in Sway’s pre-seed round, where I also created the pitch decks and storytelling strategy.

Raised in Sway’s pre-seed round, where I also created the pitch decks and storytelling strategy.

+9,900%

+9,900%

User growth in the first month of 2026.

User growth in the first month of 2026.

+80%

+80%

Conversion rate among high-leverage leaders (the hardest-to-win user segment).

Conversion rate among high-leverage leaders (the hardest-to-win user segment).

SWAY REIMAGINES DEMOCRACY

SWAY REIMAGINES DEMOCRACY

Sway is a political tech product using technology to build voting networks, modernizing the centuries-old institution of voting.


The problem at hand? Voting sucks, and individual passion couldn't scale to collective civic power. Sway offered a way for leaders to organize around what they cared about and supporters to drive real change.

Sway is a political tech product using technology to build voting networks, modernizing the centuries-old institution of voting.


The problem at hand? Voting sucks, and individual passion couldn't scale to collective civic power. Sway offered a way for leaders to organize around what they cared about and supporters to drive real change.

WIREFRAMING FOR FLEXIBILITY BY DESIGN

WIREFRAMING FOR FLEXIBILITY BY DESIGN

  • Through research, I discovered how our users' political views didn't fit neatly into templates; they wanted flexibility and versatility to reach an audience who scrolls fast.

  • I solved this need by designing a media-first, modular system — users compose pages from flexible content blocks (video, images, text, endorsements) rather than filling out a fixed layout.

  • A/B testing across 20 users, I chose a UI that best gave the expressiveness of a social feed with the structure of a voter guide.

SHOW, DON’T TELL

SHOW, DON’T TELL

  • Early usage and dropoff rates showed that visitors didn't understand what Sway was.

  • Testing with focus groups, I developed the design of the Ballot Recommendations module to clearly communicate Sway as a voter guide product.

  • Additionally, I strategically moved the module to be above the fold to reduce friction for a user to "get it".

  • After its implementation, comprehension and engagement jumped.

FEEL THE INFLUENCE

FEEL THE INFLUENCE

  • One of the biggest conversion levers was if a supporter could feel the influence that a voting group on Sway had.

  • I iterated on a "social proof" module, deciding to leverage both a leaderboard to highlight supporters who were referring the movement, and a heat map to show the density of supporters across the country.

  • After both, group sizes and conversion rates tripled.

RESULTS

RESULTS

$2.5M

$2.5M

Raised in Sway’s pre-seed round, where I also created the pitch decks and storytelling strategy.

Raised in Sway’s pre-seed round, where I also created the pitch decks and storytelling strategy.

+9,900%

+9,900%

User growth in the first month of 2026.

User growth in the first month of 2026.

+80%

+80%

Conversion rate among high-leverage leaders (the hardest-to-win user segment).

Conversion rate among high-leverage leaders (the hardest-to-win user segment).

BRAND STRATEGY

BRAND STRATEGY

I built Sway's brand to feel bold, witty, and contemporary — a tone designed to cut through the stiffness that dominates political tech. This extended across Election Day assets, social collaborations, and a short-form interview video series that earned 150k+ impressions across platforms.


I leaned into a color palette of noble violets and energetic greens to symbolize both nonpartisanship and grassroots organizing. I pushed the brand to pioneer what political tech could be: hosting civic salons, running marathons, and bringing community together over dinners across the country. This work accelerated our ability to multiply our users in months.

I built Sway's brand to feel bold, witty, and contemporary — a tone designed to cut through the stiffness that dominates political tech. This extended across Election Day assets, social collaborations, and a short-form interview video series that earned 150k+ impressions across platforms.


I leaned into a color palette of noble violets and energetic greens to symbolize both nonpartisanship and grassroots organizing. I pushed the brand to pioneer what political tech could be: hosting civic salons, running marathons, and bringing community together over dinners across the country. This work accelerated our ability to multiply our users in months.

Sway x NYC Marathon T-Shirts

Event Prompt Cards

Election Day Totes

Dinner with Sway Menus

see also

Google

Gemini Privacy Trace

Prior Foundry

Agentic Policy Simulation