Enabling Smarter Link Management & Campaign Performance
Business Context
Appfil.es aims to simplify digital sharing by transforming long, complex URLs into clean, trustworthy, and meaningful links. However, existing solutions were primarily focused on basic link shortening, lacking capabilities for performance tracking, attribution, and optimization—especially on mobile.
Problem Statement
Users lacked visibility into link performance, attribution, and trust—leading to fragmented tracking and poor marketing decisions. Additionally, long and unclear links reduced credibility, while mobile-unfriendly tools created friction for creators and businesses managing campaigns on the go.
Strategy & Role
I led the product and experience strategy to reposition the platform from a basic URL shortener into a link management and analytics system—aligning user needs with growth, trust, and performance goals.
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I drove cross-functional alignment across product, engineering, and business teams, defined the end-to-end experience, and ensured that design decisions supported both usability and measurable outcomes.
Primary Persona
Social Blogger
Sarath Nair - Social Blogger Persona
User Research using Affinity Mapping
User Journey Map - Sarath Nair
Comparison Table of Free & Paid User
Information Architecture
User Flow
Impact
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Improved ease of link creation and organization, enabling bloggers to manage content more efficiently
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Increased engagement with analytics, with users actively monitoring link performance and insights
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Enhanced confidence in campaign management through better visibility and control
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Reduced friction in end-to-end workflows, from link creation to performance tracking
