Koala: product improvements for a funded GTM platform

Koala is a go-to-market platform used by Vercel, Retool, Tailscale and Segment. It was founded by former Segment executives. I joined while the product was already in use, improved parts of the experience and then designed a new landing page to match. People used the product every day, so no change could feel like a fresh start.

Improving a product that paying customers use every day takes more care than designing a new one. Each change has to work with habits people already have, and a fix that looks better on its own can still make the product feel unfamiliar. The marketing page had also drifted away from the product it was selling.

• An established interface that customers already knew well
• Improvements that should not force anyone to relearn the product
• A landing page that no longer matched the product behind it

I worked within the existing design language. I improved the screens that caused the most friction and left the rest unchanged. The landing page used the same language, so a visitor moving from the page to the product sees something familiar.

• Targeted improvements to the highest-friction surfaces
• Existing patterns extended instead of replaced
• A landing page built from the product's own visual language

The improvements shipped into the live product without anyone having to relearn it, and the landing page now matched the product it was selling.

• Improvements shipped into a live product without users having to relearn it
• Marketing page realigned with the product's visual language
• Two parts delivered: product improvements and a new landing page