Katy Reed

TinyTap Store

TinyTap is a creator platform where educators build and sell interactive content for families. The store is where parents browse, evaluate, and purchase creator-built courses. We shifted from a subscription model to a direct eCommerce store, redesigning the core decision and purchase flows to support scalable, product-led revenue.

Role

Lead Product Designer

TEAM

Scope

E-commerce redesign & conversion flows

IMPACT

+42% conversion, +280% revenue, scalable marketplace across web & mobile

YEAR

2024

New market page.

Business Need

The company shifted from a subscription model to direct sales. The goal was to convert 200-300K monthly organic visits into revenue, reduce reliance on paid media, and build a scalable store with clear paths to purchase.

This required rethinking the store as a scalable product surface rather than a marketing page.

Key e-commerce findings.

Team &
Collaboration

Lead Product Designer partnering with Product, Engineering, and Growth. Guided 2 designers.

Drove research, UX, UI, and standards across web and mobile.

Before & After. Market page. Real courses created by educators.

Responsibilities

Define store information architecture and system-level UX patterns. Map discovery, evaluation, and checkout flows. Align web and mobile patterns. Write guidelines, run reviews, and ensure high-quality handoff.

Responsibilities

Defined information architecture and checkout flows. Led UX direction for web and mobile.
Aligned product, engineering and brand decisions.

Before & After. Course cards evolved into product cards.

Key Decisions

From feed to a structured store with predictable navigation and categories.
Clear course pages with trust signals and concise information.
Simplified pricing and checkout to reduce friction.
Shared components and visual standards to keep consistency at scale.