WindHub
iOS, Android
B2C
Jun 2023 – Jun 2025
Role: Senior Product Designer – discovery, UX/UI, experiments
Focus: Designed data-dense marine weather interface, segmentation model and core map interactions.
Team Impact: 3.4× growth of active paid users, 2× retention improvement, 20+ validated experiments.
Focus: Designed data-dense marine weather interface, segmentation model and core map interactions.
Team Impact: 3.4× growth of active paid users, 2× retention improvement, 20+ validated experiments.
Product Overview
WindHub is a data-dense marine weather and navigation tool that unifies wind, waves, tides, currents, radar, and NOAA depth charts into one compact, high-signal mobile interface.
It supports multi-day passage planning and real-time decision making at sea.
Users:
Sailors, skippers, yacht racers, fishermen, and other marine professionals (details under NDA)
It supports multi-day passage planning and real-time decision making at sea.
Users:
Sailors, skippers, yacht racers, fishermen, and other marine professionals (details under NDA)
Product Goals
Routing
Help sailors plan multi-day passages faster and avoid risky weather windows.
New Segments
Create clear value for three new user groups: beginners, fishermen, long-distance sailors.
Quality
Reveal hidden product value by redesigning under-used features (forecast table, layers, routing controls).
Weather Data
Turn wind, waves, tides, and radar into actionable insights, not just visuals.
Balance
Design a UX that stays simple for beginners but powerful for experts.
Constraints
Design for offshore realities: low signal, strict timing, small screens, and no room for error.
- RoutingMake marine routing effortless and reduce decision load at sea.
- New SegmentsCreate clear value for new user groups to expand product growth.
- QualityImprove under-used features to exceed user expectations and build trust.
- Weather DataTurn wind, waves, tides, and radar into actionable insights, not just visuals.
- BalanceDesign a UX that stays simple for beginners but powerful for experts.
- ConstraintsDesign for offshore realities: low signal, limited space, and high-pressure use.
Real-world Context
Behind Key UX Decisions
Behind Key UX Decisions
-
What marine voyages requireSailors plan multi-day routes and need quick answers: Is it safe? When to leave? What changes along the way? -
Why compact views matterAt sea, attention is limited. A compact, high-signal forecast view is faster and safer than long dashboards. Wind and wave changes directly affect comfort and safety. -
Different sailors, different needsFishermen check early-morning coastal wind.
Recreational boaters want quick “go / don’t go”.
Long-distance sailors study 48–96h patterns. -
Users want clarity, not raw dataThey expect the app to highlight what matters next – risks, windows, and turning points – not just show weather layers.
Roles & Product Ownership
Grew WindHub from a one-screen tool into a multi-feature marine platform.
Started as the only designer and later led product discovery, complex UX, and design team processes.
Started as the only designer and later led product discovery, complex UX, and design team processes.
-
Senior Product Designer (UI/UX)
2023-2024Focus:
foundation of core UX- Built first unified design system
- End-to-end UX for routing, forecast, maps
- Early user research & prototype validation
- Set workflows with devs & meteorologists
-
Lead Product
Designer
(UI & UX)
2024-2025Focus:
product direction & discovery- Led discovery across user segments
- 20+ retention & adoption experiments
- Monetization UX: paywalls, trials, growth loops
- Mentored a designer; set design-review rituals
-
Marine Data
& Map Design
(specialization)
2023-2025Focus:
complex marine data interactions- Designed NOAA depth charts, S-57 layers
- Created visual language for waves, tides, radar
- Map rendering & forecast table system
- Ensured accuracy with cartographers & scientists
-
Team & Process ContributionsFocus:
design culture & operations- Hired & onboarded a second designer
- Organized research ops & synthesis framework
- Strengthened cross-team alignment
Behind the Scenes: Research, Prototyping & Real Testing
Design challenges
-
Weather-aware Route PlannerLet sailors see safe windows, avoid adverse segments, and plan multi-day passages with clarity. -
Weather Layers PackHelp sailors instantly understand sea state by merging 10+ layers into one visual language. -
Live RadarAccurate precipitation tracking for safer harbor decisions and storm avoidance. -
Small Craft AdvisoryInstantly readable danger alerts for U.S. coastal sailors — forecast + thresholds + risk. -
Fishing Forecast ModeHelped fishing users plan safer and more productive trips with clear weather-based insights. -
Growth Activitiesncreased activation and premium adoption across key features (radar, depth charts, tides, currents).
Crosshair Interaction: Quick Weather & Map Intelligence
A fast interaction pattern that lets users check any point on the map instantly
– without tapping, zooming, or changing layers.
– without tapping, zooming, or changing layers.
1. Locate any point
Precise point selection without zooming or repeated taps.
2. Precipitation & lightning insight
Combines multiple weather layers at a single crosshair position for quick risk evaluation.
3. Marina suggestions
Automatically detects nearby marinas and suggests relevant actions (e.g., “Book marina”).
4. Radar hazard check
Helps identify storm zones and dangerous cells faster than manual inspection.
5. Tides and near-shore dynamics
Lets users explore tide height and currents at any point along the coast instantly.
New Wind Color Language System
Before
- Wind colors hard to read
- Danger zones unclear
- Unified color scale across all maps & tables
- Clear, consistent danger thresholds
- Much faster wind scanning
New Wind Color Language System
Redesigned the entire wind color language to improve clarity, safety cues, and cross-map consistency.
The system adapts multiple Beaufort-scale thresholds into a unified palette that works for maps, forecast tables, and expert layers.
The system adapts multiple Beaufort-scale thresholds into a unified palette that works for maps, forecast tables, and expert layers.
Advanced Marine Maps & Forecast Visualization
I redesigned WindHub’s entire cartography & weather visualization system – from raw NOAA/S-57 data to high-signal marine UX.
Accurate map layers, real-time radar, route intelligence, and mobile-optimized chartplotter UX.
Accurate map layers, real-time radar, route intelligence, and mobile-optimized chartplotter UX.
Funnels & Onboardings
Value before paywalls
Built onboarding and W2W funnels that reveal key product value early – helping users understand weather tools before monetization.
Built onboarding and W2W funnels that reveal key product value early – helping users understand weather tools before monetization.
Education → Activation
Guided questions, personalized setup, and feature previews that convert learning into real usage and trial starts.
Guided questions, personalized setup, and feature previews that convert learning into real usage and trial starts.
Monetization funnels
Contextual upsells and lightweight in-app funnels connecting premium features (radar, depth charts, tides, currents) to real tasks – driving higher trial → paid conversions.
Contextual upsells and lightweight in-app funnels connecting premium features (radar, depth charts, tides, currents) to real tasks – driving higher trial → paid conversions.
Impact: ↑ activation, ↑ trial starts, ↑ conversions to paid (exact numbers under NDA).
Visual Design
End-to-end UI system for marine navigation & weather intelligence.
Achievements
and Impact
and Impact
NDA: Detailed metrics are protected, as Windhub operates in a highly competitive, industry-leading weather market.
-
Product Evolution- From a single-screen tool → multi-tool marine platform.
- New segmentation model
- Clear value for fishermen, beginners, long-distance sailors
-
Better Weather & Marine Data- Unified weather visual language
- NOAA charts, S-57 maps, tides, radar
- Faster, clearer data comprehension
-
Growth & Activation- 3.4× growth of active paid users
- 2×+ retention improvement
- Faster onboarding → higher trial → paid
- 20+ validated experiments
My personal impact
& Key achievements
& Key achievements
I led the transformation of WindHub by turning complex marine data into clear, reliable UX/UI solutions. Owned UX for routes, forecasts, maps, weather layers, segmentation, onboarding, and monetization flows.
Growth loops
that convert
that convert
Learned: paid growth comes from a clear “why” and a smooth trial → value → pay path.
Handled: built activation funnels and W2W journeys, contributing to 3.4× paid user growth and 2× retention.
Handled: built activation funnels and W2W journeys, contributing to 3.4× paid user growth and 2× retention.
Marine UX
craft at scale
craft at scale
Learned: at-sea decisions require low-cognitive-load visuals and consistent layers.
Handled: delivered unified UI across routing/maps/weather; shipped depth charts, S-57 layers, radar/tides/currents, and reduced decision friction.
Handled: delivered unified UI across routing/maps/weather; shipped depth charts, S-57 layers, radar/tides/currents, and reduced decision friction.
Research that
drives decisions
drives decisions
Learned: segments behave differently; discovery must be continuous.
Handled: self-recruited and ran 40–50 US/EU interviews + 20+ prototype validations, feeding insights into navigation and core flows.
Handled: self-recruited and ran 40–50 US/EU interviews + 20+ prototype validations, feeding insights into navigation and core flows.
Collaboration
that ships
that ships
Learned: domain products move only when experts align on the same model.
Handled: mentored designers, strengthened QA/docs, and built working routines with engineering, meteorologists, cartographers, and data teams.
Handled: mentored designers, strengthened QA/docs, and built working routines with engineering, meteorologists, cartographers, and data teams.
Try it yourself
Built for sailors, tested with real users. Everything shown in this case is based on real usage and validated UX work.
All product rights and materials showcased in this case belong to Windy Weather World Inc. Copyright © Windy Weather World Inc.
Other Cases
Jun 2023 – Jul 2025 B2C
Role: Senior Product Designer — research, UX/UI, experiments
Focus: Redesigned marine weather tools and decision workflows; built continuous hypothesis pipeline with product team.
Team Impact: Improved activation and retention via UX/UI upgrades and experiments.
Role: Senior Product Designer — research, UX/UI, experiments
Focus: Redesigned marine weather tools and decision workflows; built continuous hypothesis pipeline with product team.
Team Impact: Improved activation and retention via UX/UI upgrades and experiments.
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Solo Impact: Independently delivered a full product lifecycle: market analysis, research, UX/UI, prototyping, development and App Store launch.
Role: Solo Product Designer and owner
Focus: Designed a system of 186+ widgets, themes and mini-apps; created a tiny theme editor; shipped full visual language and interaction model.
Solo Impact: Independently delivered a full product lifecycle: market analysis, research, UX/UI, prototyping, development and App Store launch.
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Team Impact: Improved data discovery speed for analysts by ~30–40%, depending on scenario.
Role: Product Designer — UX/UI for complex B2B data workflows
Focus: Designed data search and analysis experience; simplified workflows and information architecture.
Team Impact: Improved data discovery speed for analysts by ~30–40%, depending on scenario.
Aug 2021 – Feb 2022 B2B
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Team Impact: Reduced friction in transaction flow and increased conversion.
Role: Product Designer — UX/UI for trading flows
Focus: Designed product search, selling flow and trading network interactions.
Team Impact: Reduced friction in transaction flow and increased conversion.
Mar 2020 – Jan 2022 B2B
Role: Product Designer — navigation and safety interfaces
Focus: Designed navigation dashboards, weather layers and emergency response flows.
Team Impact: Reduced time-to-decision for captains by improving clarity of critical information.
Role: Product Designer — navigation and safety interfaces
Focus: Designed navigation dashboards, weather layers and emergency response flows.
Team Impact: Reduced time-to-decision for captains by improving clarity of critical information.
Mar 2020 – Aug 2021 B2B
Role: Product Designer — UX/UI for geospatial threat tools
Focus: Designed ice-threat prediction maps and route-safety visualization tools.
Team Impact: Improved clarity of risk zones and reduced decision time in safety-critical scenarios.
Role: Product Designer — UX/UI for geospatial threat tools
Focus: Designed ice-threat prediction maps and route-safety visualization tools.
Team Impact: Improved clarity of risk zones and reduced decision time in safety-critical scenarios.
Jun 2018 – Jan 2019 B2C
Role: Product Designer — UX/UI for marketplace flows
Focus: Designed end-to-end flows connecting furniture studios and suppliers; built mobile and web experiences.
Team Impact: Improved conversion and simplified multi-step purchase/renovation journeys.
Role: Product Designer — UX/UI for marketplace flows
Focus: Designed end-to-end flows connecting furniture studios and suppliers; built mobile and web experiences.
Team Impact: Improved conversion and simplified multi-step purchase/renovation journeys.
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Role: Product Designer / Design System Owner
Focus: Built a scalable design system for industrial solutions — components, interactions and dev-ready documentation.
Team Impact: Accelerated delivery of new products and reduced design–dev inconsistencies.
Role: Product Designer / Design System Owner
Focus: Built a scalable design system for industrial solutions — components, interactions and dev-ready documentation.
Team Impact: Accelerated delivery of new products and reduced design–dev inconsistencies.
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Role: Designer / Developer / R&D
Focus: AR experiments, custom design tools, interaction prototypes and design system explorations.
Solo Impact: Strengthened technical versatility and experimentation skills beyond core product work.
Role: Designer / Developer / R&D
Focus: AR experiments, custom design tools, interaction prototypes and design system explorations.
Solo Impact: Strengthened technical versatility and experimentation skills beyond core product work.
