Celery Pre-order Platform
Celery was a pre-order platform out of Y Combinator S12. It gave merchants a way to take orders and payment before products launched, positioned as a more flexible alternative to crowdfunding sites.
Role
Lead Product Designer
Challenge
Evolve Celery from scrappy YC startup look to a credible platform merchants would trust with their pre-orders. Unify brand, marketing site, and product dashboard under one design system.
Contribution
Refreshed the brand with improved typography, color system, and visual language while keeping the brand recognizable. Created a mobile-first marketing site that clearly communicated Celery's three core use cases. Redesigned the dashboard with consistent components and patterns, with onboarding guidance for new users.
Impact
3x increase in conversion rate on the marketing site. Sales team reported clearer customer understanding during initial calls. The mature design system helped position Celery as a premium platform, attracting high-profile customers like Pebble and Boosted Boards.