BitTorent

BitTorrent had strong brand recognition and a pricing page that was quietly leaving money on the table. I joined to build the design system from scratch, unifying a fragmented visual identity across UI and marketing materials into a coherent, scalable foundation that could hold as the product evolved. I led the full website redesign, reorienting the experience toward a U.S. consumer audience that needed clarity over complexity. The most consequential work was on the subscription pricing experience, where I ran an A/B test on free plan visibility, specifically whether surfacing the free tier prominently in the first accordion position would cannibalize paid conversion. It did. De-emphasizing the free option beneath the paid tiers drove measurably more paid accounts, and the data made the strategic case without ambiguity.