Rachel Diesel
Fractional Product Design + Brand Leadership
3x founding designer turned design leader. I help founders and CPOs increase conversion, clarify positioning, and build experiences + teams that move the needle for their business.
10x conversion rate
3x homepage signup rate
20% broader audience
2 design teams scaled
500+ research sessions
+6pts NPS
latest work
Boldin
As the founding designer (later Head of Design & Brand), I turned a powerful retirement engine into a usable, trusted product people would pay for (10x conversion, +7pt NPS), while scaling the design team from 1 → 7.
What I do
Product Design
Activation + onboarding
Core workflows + simplification
Monetization: pricing, packaging, upgrade paths, paywalls
Retention loops / habit features
Experimentation + measurement
Brand Systems
Positioning → messaging → visual identity
Website + landing pages
Lifecycle (email) + product marketing design
Brand expression inside product (UI, icons, illustrations, tone)
Design Leadership (Fractional)
Vision + roadmap shaping with execs
Hiring + leveling + team structure
Design systems + process (reduce bottlenecks)
Cross-functional alignment (Product/Eng/Marketing)
Mentorship + coaching for founding designers/design leaders (sounding board, influence, org stuff)
Problems I solve
"We're not converting"
funnel audit, experiment roadmap, high-impact redesign
“Our product is powerful but confusing.”
IA, onboarding, mental models, UX simplification
“We need a rebrand that drives growth.”
positioning → identity → site → lifecycle
“Design is a bottleneck.”
system + process + team enablement (including marketing relationship fixes)
Not sure what the problem is, but still feeling the friction?
Let's chat! Even if I can't help, I might be able to point you in the direction of someone who can.
