Case 01 / 06RubrikMar 2023 — Jan 2024Enterprise SaaS · Growth
A trial that sells itself.
- 0→1 Framework
- Gamification
- PLG
- B2B Enterprise
Rubrik's existing customers had no low-friction way to evaluate add-on products. I led a 9-team effort to ship a modular gamified trial framework that turned proven users into product-led buyers.
- Role
- Senior Product Designer
- Timeline
- Mar 2023 — Jan 2024
- Team
- 9 cross-functional teams
- Tools
- Figma, Prototyping, User Research
The deeper cut
Most of my work lives behind NDAs and embargoes. The walkthrough that matters — the why, the things I cut, the calls I'd make differently — happens in conversation, not on a page.
The design problem
How can we encourage data security users to explore more Rubrik applications in the ecosystem and influence purchase decisions — without a sales handhold?
Outcome at a glance
$4.5M ARR generated
Generated over two years from 57 Microsoft 365 contracts secured, including 16 large enterprise customers. Three additional Rubrik features were integrated into the trial framework after launch.
$4.5MARR generated
57Contracts (16 enterprise)
3 moreFeatures adopted the framework
02My contributions
Where I made the calls.
- 01Partnered with UX research to interview target users, analyze archetypes and feedback, and run usability testing across two product lines.
- 02Defined product requirements and shaped a hands-on, gamified experience with a reusable template strategy — so other Rubrik teams could plug in without redesigning their own onboarding.
- 03Created low- to high-fidelity prototypes, defined functionality and interactions across use cases, updated the design system, and led QA with iterative improvements.
- 04Aligned research-backed design decisions with cross-functional stakeholders and streamlined internal UX team processes along the way.
