Company
NCXProject
Program Discovery (2023- 2024)Contributions
UX Design, Research, Visual Design, Content Strategy, Content Writing, GTM PlanningRole
Design Lead
Industry
Climate, Finance
Helping landowners discover and evaluate unique opportunities for their land
NCX, a forest carbon marketplace that initially focused on connecting corporations to landowners, needed to pivot beyond carbon credits as they were facing increased skepticism in the press. As part of the pivot, I led cross-functional research workshops and partnered with the CPO to on Product Market Fit research sprints — identifying market signals and new product opportunities for landowners to discover and sign up for programs like solar, regenerative agriculture, tree planting, and more.
As the Founding Designer and Design Lead, I also led the 0 to 1 design of a marketplace that helped landowners determine which programs might be a good fit for their unique property. I collaborated with stakeholders from finance to data science while contributing to product management, content strategy, and go-to-market planning.
2
products lauched
300+
new sign ups over 30 days
50
programs added over 30 days, leading to real revenue8%
Increase in conversion after A/B testing 3 concepts over 3 weeks
Product Market Fit research revealed an untapped opportunity to serve landowners beyond carbon credits. Through continuous discovery research over several months, we identified that landowners needed help learning about their land, accessing unbiased information about opportunities, and finding the right programs that met their specific goals.
The challenge was to build an end to end platform that leverages NCXs Basemap technology — a high resolution forest map — identify new business moats and opportunities, and launch an MVP in ~3 months.
“Thousands of landowners have used the marketplace, and hundreds have requested calls. Vic was instrumental in delivering our MVP and maturing it up.”
- Chief Product Officer, NCX“...Vic single-handedly led our in-house UX research lab for NCX employees to understand the value of research and to implement these practices into PMF.”
- Landowner Success Manager“Vic was a key contributor on PMF efforts, which led to real revenue in the pipeline. She has been critical in infusing good discovery practices into the sales motion, which has been cited multiple times by BizDev as a positive evolution.”
- Chief Product Officer, NCX
The new Landowner Platform empowered landowners to discover, evaluate, and compare opportunities beyond carbon credits in one place.
Post-launch metrics showed enthusiastic adoption from both users and partners, with this sticky product experience generating more referrals than the previous business model. This led to building a dedicated landowner referral program and delivered financial impact through increased adoption and conversion.
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San Francisco, California
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