Kajabi
Lead Product Designer • Aug 2021 - Nov 2025
Kajabi is an all-in-one platform empowering creators and entrepreneurs to build, market, and sell digital products and online courses. During my time there, I led product design across subscription management, creator monetization, and onboarding experiences—designing features that directly impacted revenue growth and creator success.
Self Serve subscription framework
Kajabi's subscription management was built for simplicity, but as the platform grew, so did creator needs. They wanted to offer add-ons, split billing across different cadences, and handle payment failures gracefully—but none of this was possible without contacting support.
This created a dual problem: creators faced friction in managing their businesses, and Kajabi's support team was overwhelmed with subscription-related tickets. More critically, the limitations prevented Product from shipping new monetization features that required flexible subscription infrastructure.
I led the redesign of Kajabi's entire subscription and billing framework—spanning multiple interconnected initiatives that shipped throughout 2024. Working closely with Product and Engineering, I designed self-service tools that balanced power-user flexibility with approachable interfaces for less technical creators.
The framework included split cadence billing (allowing different products to charge on different schedules), add-on management, custom enterprise pricing capabilities, entitlement enforcement to drive plan upgrades, and secondary delinquency handling. I overhauled all hero-facing billing pages to support these complex workflows while maintaining clarity and ease of use.
The new framework reduced subscription-related support ticket volume, improved creator satisfaction, and became foundational infrastructure for Kajabi's monetization strategy. Split cadence alone generated $1.1M in ARR from 474 hero accounts. The self-service improvements unlocked critical features like contact limit gating and feature limit increases, positioning Kajabi to scale subscription management without proportional support burden.
$1.1M ARR from split cadence billing
474 creator accounts adopted split cadence
$796K ARR from custom enterprise pricing (17 accounts)
Table stakes infrastructure enabling future monetization features
Reduced subscription-related support ticket volume
Kajabi Affiliate Program redesign
Kajabi's partner program—critical to driving a third of new creator signups—was treated as an afterthought. The partner dashboard was unclear about incentives and rewards, and for existing affiliates who were also experts, the experience felt disjointed with separate systems to manage. Partners struggled with complex workflows and lacked visibility into their performance and earnings.
From a business perspective, the flat 30% commission structure didn't reward top-performing partners or incentivize growth. With a goal to drive 17.5K new signups through partners in 2025 (up from 13K), we needed a complete overhaul that would scale the program, introduce tiered commissions, and open new acquisition channels through agencies and external partners.
I led the end-to-end redesign of the entire partner experience. Working closely with the Growth PM and Engineering, I designed everything from partner recruitment flows to engagement dashboards, campaign management, referral tracking, and payout systems. The scope included both internal partners (existing Kajabi creators) and external partners (non-Kajabi users, agencies, experts).
The redesign introduced a dark-mode partner dashboard to visually distinguish it from the creator platform, a tiered reward system with 4 commission levels, campaign creation tools for promotional links, development site capabilities for agencies to build client sites, and comprehensive analytics to help partners track trials, active subscriptions, and lifetime earnings.
Beyond improving the existing affiliate experience, the new partner program opened acquisition channels for agencies and experts—enabling them to bring new creators to Kajabi while providing hands-on support. The streamlined experience positioned Kajabi to scale from driving 13K to 17.5K+ creator signups annually through the partner channel, while the tiered commission structure better aligned rewards with partner performance and business value.
35% growth target: 13K → 17.5K creator signups annually
Partners drive 1/3 of all new creator signups
8-tier commission structure to reward top performers
Opened new agency acquisition channel (target: 100 agencies, 1,500 signups, +$3.6M ARR)
Dark-mode dashboard for clear visual distinction between platforms
Cohesive onboarding experience
New creators faced a fragmented onboarding experience that didn't effectively guide them to first value. The existing flow lacked personalization and failed to leverage creators' existing assets, resulting in low activation rates—only 12% of new creators successfully created both products and offers.
Through three successive experiments, I developed and validated approaches to improve creator activation. Working with Product, I designed and tested brand import, contact import, and AI-powered product recommendations—features that would integrate into the onboarding flow before creators even landed in the main application.
The brand import experiment showed the strongest results: 50% of creators who provided their website successfully imported brand assets, and those who used this feature were 2.5x more likely to activate by creating products and offers. AI product recommendations also performed well—creators who engaged with recommendations were 5x more likely to activate (60%) compared to the baseline (12%).
Contact import showed low adoption with fewer than 10% of creators using the feature, indicating it wasn't a strong activation driver. Based on these experiments, we prioritized integrating brand import and AI recommendations into the core onboarding experience.
The validated experiments improved onboarding completion rates and creator activation metrics, with clearer ICP segmentation helping identify and better serve ideal customers. While full integration was in progress when I departed, the experimental results provided a clear roadmap for Product to execute against, with brand import and AI recommendations showing the strongest potential for improving time-to-first-value.
2.5x higher activation rate for brand import users
5x higher activation for AI recommendation users (60% vs 12% baseline)
50% of creators successfully imported brand assets
70% of importers customized their brand
Validated experiments informed product roadmap prioritization