Janna Fuller

Claimspace (the former company name) hired me to overhaul an existing MVP targeting claims management in the insurance industry. The MVP was earning revenue from a small enterprise userbase; the goal was to turn it into a reimagined SaaS product for small and medium-sized enterprises, built on a modular foundation and poised for significant growth.

Research revealed broader potential, expanding beyond insurance to other high-touch use cases involving stakeholder networks, such as complaints, compliance, and government processes. A new product strategy necessitated a new brand.

Working with the founders to define a mission and vision, I formulated a name upon which to hinge our identity. Zemble, from the word assemble, highlighted the new value proposition of bringing people, materials, and processes to a single place to get complex work done.

Building off the vision, I defined the Zemble voice and style, wrote copy for landing pages and other materials, sourced illustration and design talent, and collaborated on logo and brand illustration and landing page design and development. Supported by clear communications and social media collateral, the new brand was well-received by current and potential customers and investors.

I drove the end-to-end development and launch of a much-requested feature enabling users outside the Philippines to instantly remit funds to any Coins.ph wallet via Western Union. This product filled an essential gap for the tens of thousands of Coins.ph users working abroad who previously reverted to slower, more costly methods of remitting funds to their families.

I defined the business and regulatory requirements with internal business development, compliance, and legal colleagues and Western Union partners. I conceptualized and designed the Western Union product UI/UX, creating a seamless experience guiding users through both sides of the remittance process: sending funds via Western Union and then collecting the remittance instantly in the Coins.ph app. I worked closely with Coins.ph and Western Union engineering teams on technical specifications and development, leading the team through sprints, testing, and product rollout.

I also collaborated with the Coins.ph and Western Union marketing teams on the product launch, supporting the creation of videos, social media collateral, blog posts, paid advertising, and PR announcements. The product performed well and drove user base growth outside of the Philippines.

I joined Coins.ph (then Series A) as a product designer. As I refined the UX and designed new features, I identified gaps in higher-level product strategy and management, especially working in a data-driven manner to fuel product growth.

I worked with engineers to instrument all product flows, a large and ongoing endeavor that expanded with each product update. We fed data into Segment and Amplitude, and I built a library of thousands of charts to regularly analyze conversion funnels, user metrics, engagement metrics, retention, segmentation, transaction counts and types, revenue, lifetime value, and more.

Working in a data-driven manner elevated the product development processes, enabling strong decisions based on understanding the impact of product metrics on company KPIs.

As I became the head of product and grew the team, data-driven product growth and regular experimentation were fundamental to our processes and decision-making. We broadened our scope to leverage data across the company, incorporating customer support, marketing, fraud prevention, compliance, and financial metrics into product analysis. This approach supported company growth to 10 million+ users and hundreds of thousands of daily transactions.

As a product consultant for Zaiko, a Japanese music and entertainment ticketing startup, I led the development of the Digitama.io digital asset (NFT) marketplace for creators and fans.

Digitama.io provides easy NFT creation tools and a marketplace for Japanese entertainers, musicians, and creators to provide unique digital assets for their fans. Building upon the popular Japanese idol tradition of chekis (signed Polaroid-style photos), creators can customize Digitama NFTs with frames and digital signatures or doodles.

Throughout the project, I established product development processes to support the design and engineering teams beyond my consulting tenure and coached on requirements scoping, design reviews, specifications writing, technical handoff, and business acceptance reviews.

To support the marketplace launch, I conducted market and competitor research, developed product marketing materials, defined creator acquisition and onboarding processes, and worked closely with the sales team to define target creator characteristics and pitch strategies.

The Digitama.io platform was launched shortly after the end of my consultancy with Zaiko, and the team is continuing to grow both the creator content volume and fan user base.