My Stories Matter — Scaling a Digital Memoir Platform Through Conversion UX, Automation & Editorial Systems
Role
Product & Editorial Designer
SCOPE
Responsive Web Design
Information Architecture
Indesign Automation Loops
Editorial Production
Tools
Figma, Photoshop, Indesign
Company
My Stories Matter
OVERview
My Stories Matter is a memory-preservation platform helping families capture personal histories into heirloom volumes. Operating in a high-velocity startup environment, I functioned across the full product lifecycle: architecting responsive landing pages for mature audiences (60+), auditing digital onboarding friction, optimizing internal production scripts with engineering, and formatting 60+ published memoirs.
Flyer design
01 / Responsive Web Ecosystem & Conversion Design
Designing accessible digital funnels tailored for a 60+ demographic
To increase platform conversion and clearly articulate our memoir creation offerings, I led the end-to-end design of 7 key landing pages—including Pricing, How It Works, Comparison, Gift a Memoir, and Guided Memoir.
Key Contributions:
Accessible UI for Mature Demographics: Engineered clean visual hierarchies, elevated typography scales, high-contrast layouts, and intuitive CTA placements to reduce cognitive load for users 60 and older.
Cross-Functional Alignment: Partnered directly with the CEO, marketing leadership, and engineering to translate conversion goals and customer support pain points into production-ready Figma redlines.
Modular Breakpoints: Built desktop, tablet, and mobile layouts ensuring responsive parity across all user flows.
1: A glimpse at the process of formatting and designing the memoirs, which involves utilizing Indesign scripts our developer created and identifying ways the script can be further improved to help create memoirs as quick and efficient as possible. 2: Is an example of the original manuscript a clients provides for us. 3: Shows the initial output of the script. 4-9: Shows the final formatted book. This particular book involved a lot of custom formatting such as footnotes, an index, and cross-references to name a few.
02 / UX Auditing & User Behavior Analysis
Translating behavioral data into actionable platform improvements
Rather than relying on assumptions, I integrated user feedback loops and analytics into our design iterations.
Onboarding Analysis: Analyzed customer inquiries and session replay friction points to identify where new writers were dropping off during early chapter setup.
Information Architecture: Restructured complex platform feature explanations into clear, modular comparison grids that reduced customer friction before purchase.
1: A glimpse at the process of formatting and designing the memoirs, which involves utilizing Indesign scripts our developer created and identifying ways the script can be further improved to help create memoirs as quick and efficient as possible. 2: Is an example of the original manuscript a clients provides for us. 3: Shows the initial output of the script. 4-9: Shows the final formatted book. This particular book involved a lot of custom formatting such as footnotes, an index, and cross-references to name a few.
03 / Editorial Production & Automation Workflows
Subheading: Scaling 60+ heirloom volumes through InDesign developer collaboration
Designing over 60 complete memoirs required balancing bespoke editorial design with production efficiency. Rather than handling every spread manually, I partnered directly with our engineering team to stress-test and refine internal InDesign automation scripts.
Edge-Case Auditing: Stress-tested automated script outputs against complex editorial needs, including multi-tier footnotes, custom tables, image text wrapping, and comprehensive index cross-references.
Engineering Feedback Loops: Documented structural bugs and repetitive manual steps, providing engineering with functional requirements that accelerated production turnaround times across subsequent titles.
Custom Art Direction: Delivered custom cover treatments and typography systems tailored to diverse client memoirs while preserving strict production standards.