Timeline
2017 - 2020
Industry
Content, Community & E-commerce
Role
Product Manager (Company Project)
*POPxo was acquired and merged into the Good Glamm Group in 2022 and is no longer managed by the core team.
POPxo started as a women-first blog, but as it expanded into multiple properties (content, video, community, shop), the experience became fragmented and harder to navigate. As Product Manager, I led a multi-year redesign to unify the platform experience, improve discovery and personalization, and support scalable growth while protecting a safe, inclusive community. The work contributed to strong growth in active users, engagement, and commerce outcomes.
As the platform scaled, three issues became clear:
Fragmented journeys: content, community conversations, and shop experiences felt disconnected.
Weak discovery: users struggled to find what mattered to them quickly, especially as content volume grew.
Scaling the community responsibly: growth had to be balanced with safety, inclusion, and moderation needs in a women-first space.
POPxo's user research insights.
To address the challenges of unifying POPxo’s growing platforms, we conducted extensive research to better understand user behavior and preferences:
We found that users wanted a more personalized experience that would help them discover content and connect with others in the community. They also wanted a more seamless experience across all of POPxo’s platforms, with a consistent design language and easy navigation.
Regular meetups with users across POPxo platforms helped uncover their motivations and preferences, including what they enjoyed on the app and why they chose different platforms.
We analyzed different user groups to identify the best content formats, strategies for engagement, and ways to optimize the recommendation engine for personalized experiences.
We explored how to effectively combine various content formats—videos, articles, and product offerings—into a cohesive platform.
We worked on strategies to welcome more users while maintaining a safe and inclusive space for women.
Efforts focused on curating personalized feeds and tailoring content for users speaking different languages, ensuring a broader yet relevant reach.
We worked on merging the experiences of online and offline POPxo Shop users to create a seamless journey across touchpoints.
POPxo's product board used for planning and tracking product development.
Almost every step involved brainstorming at the whiteboard, testing ideas based on community feedback to find what works best.
We focused on creating an intuitive, engaging user experience that would keep users coming back and encourage them to share their own content and connect with others in the community.
POPxo's whiteboard sketches.
We finalized the overall layout and organization of the product properties, as well as how they will be presented to users. We focused on keeping the layouts intuitive and easy-to-use.
We prioritized diversity by welcoming women from diverse demographics and identities to join the community. We also consolidated all products onto a single platform, introducing a unified design language and a seamless user experience.
POPxo's final designs.
The redesign improved discovery and participation across content and community, while strengthening the platform’s foundation for growth and commerce.
The POPxo community grew to over 3 million monthly active users.
Page views and user-generated content increased by 20x.
E-commerce products sold through community-driven commerce journeys.
POPxo's team working on the platform.
I will always be grateful for the opportunity to work at POPxo. Being the sole Product Manager for so many products at once was challenging, but it also pushed me to grow in ways I never imagined.
If I did it again: I would formalize community health metrics earlier (e.g., reporting rates, moderation turnaround time, safety sentiment) so product and community ops could iterate faster with shared signals.
There are other projects you can check out to see more of my work. Also, feel free to reach out if you'd like to work on something together!
