Scaling Strategy & Design for WONDR

Meghan Logan

Completed work

Graphic Designer

Product Strategist

UX Designer

Figma

Webflow

Education

Scaling Strategy & Design from Vision to Growth at WONDR

Role: Lead Experience Strategist & Product Design Consultant (Functionally operated at a Chief Design Officer level)

site.mywondr.co

The Challenge

WONDR, a founder education platform, lacked strategic clarity, product-market fit, and scalable UX foundations. When I joined, there was no vision, roadmap, or cohesive experience tying the business model to user behaviors. The company needed leadership across product, brand, design, and research to define a direction that could scale sustainably.

Summary

Initiative ➡️ Vision & values definition

Outcome ⭐️ Team alignment + roadmap clarity

Initiative ➡️ Founder persona mapping

Outcome ⭐️ New onboarding & conversion flow

Initiative ➡️ Onboarding survey system

Outcome ⭐️ Personalized content + retention uplift

Initiative ➡️ 30/60/90-day plans

Outcome ⭐️ Higher trial-to-paid conversion

Initiative ➡️ Pricing strategy validation

Outcome ⭐️ Unlocked high-tier revenue potential

Initiative ➡️ Website redesign

Outcome ⭐️ Reduced engineering lift + faster GTM

Strategic Design Leadership

Defined WONDR’s North Star, vision, mission, and values, aligning the entire team and enabling scalable decision-making across product, brand, and hiring.

Established the product architecture for topic groups → tracks → pathways, which became the foundation for what was later named The Venture Lab.

Proposed and mapped founder personas and journey narratives, grounding the brand in real-world behavioral insight and anchoring feature development in actual user needs.

This helped us move from abstract ideas to an actionable roadmap. — Cofounder, Simon

Work shopping values, mission, and northstar.

Research-Driven Product & Growth Strategy

Independently surveyed 55 founders to validate behavioral needs, motivational gaps, and onboarding preferences.

Developed the onboarding survey and personalized content mapping system that now serves as a core retention and engagement engine.

Insights from this work directly informed business-critical milestones and justified the platform's tiered membership model.

Following the collection of validated behavior and user research, we have devised a business and product roadmap. These milestones reflect the key areas the business must develop to serve customers with the right experiences, tooling, and content. — Cofounder, Sam Reader

Incorporating Blueprint Frameworks into the Onboarding Path and Visualizations

One direct outcome was the onboarding survey. I proposed and developed. This tool gathers user data on pain points, short and long-term goals, and learning preferences. The survey personalizes user pathways and directly informs retention strategies by mapping users to relevant content, increasing engagement and conversion. It is recognized as one of WONDR’s key business initiatives.

To make the programs and content more applicable and actionable, the PDF blueprint frameworks can help clarify each program's relevance and value. Here’s how to add them:

Personalized Frameworks

When users complete the onboarding survey, recommend specific frameworks aligned with their needs.

Map of Growth Stages with Blueprint Components

Create a “Map of the Mountain” where founders see each key growth stage, such as “Raising Seed Funding,” “Establishing Product-Market Fit,” and “Scaling Operations.”

Showcase Key Founder Skills and Competencies as Progress Markers

Display each blueprint skill category as a “progress marker.” For example, founders can see “Market Analysis & Customer Discovery” as a milestone to achieve product-market fit, giving them a visual path with clear, relevant skills to master.

Service blueprinting that connected our backends, frontends, and service points

Designing for Conversion, Retention & Revenue

Built the full marketing website during the brand refresh, reducing engineering overhead and accelerating the sales funnel.

Created 30/60/90-day user experience plans that guide users from onboarding to conversion and long-term engagement.

Validated a premium pricing tier ($400/month) based on user appetite for 1:1 support — a significant potential revenue unlock beyond the existing $150/month offering.

User Engagement and Retention: 30,60,90 day plans

I developed and implemented a comprehensive 30-60-90 day user engagement plan. These plans deliver immediate value, guiding users with actionable steps in their first 30 days to ensure retention and engagement. Beyond this, the 60- and 90-day plans focus on helping users build momentum and level up their skills, transitioning from free trials to paid memberships.

By layering these plans with insights from the onboarding survey, the system delivers personalized experiences that resonate with users’ specific goals. This approach drives user retention and demonstrates the value of long-term membership, further supporting conversion and revenue growth.

Maintaining Momentum and Motivation

Challenge: Founders often struggle to stay motivated when progress isn’t linear, and wins are hard to quantify.

Solution: Confidential

Navigating Strategic Choices and Prioritization

Challenge: The messy middle brings up critical decisions on prioritization, product optimization, and resource allocation, often without clear answers.

Solution: Confidential

Achieving Product and Market Fit Refinements

Challenge: At this stage, refining product-market fit is crucial, as well as adapting based on user feedback.

Solution: Confidential

Building Resilience and Grit

Challenge: Endurance in the messy middle requires mental resilience and the capacity to handle setbacks without losing sight of the bigger goal.

Solution: Confidential

Establishing Sustainable Growth Practices

Challenge: Founders need to learn to scale without burning through resources or losing quality.

Solution: Confidential

Example wireframe from 30-60-90 early talks

Premium Pricing Tier

Through independent research, I validated the company's existing pricing model while identifying a premium option at $400/month, significantly higher than the current $150/month. This premium tier supports 1:1 guidance for founders, representing a new revenue stream that aligns with user demand and market positioning. This insight creates significant growth opportunities while maintaining flexibility for diverse customer segments.