Dropbox
Redesigning Dropbox’s Licensing Experience to Unlock Multi-Product Flexibility
The Challenge : A New Era for Dropbox
Dropbox set out to evolve beyond a single-product company into a flexible, multi-product ecosystem. However, our rigid licensing model locked customers into cloud storage, forcing them to purchase additional licenses to access other Dropbox products. Admins needed more control and flexibility—a foundational step toward the company’s long-term vision.
I was at the center of shaping this transformation. Tasked with defining the first step of this vision, I led the design strategy for the new add-on experience, enabling teams to allocate licenses flexibly across Dropbox’s growing suite of products.
Goal
Empower admins with a flexible licensing model, enabling seamless allocation of licenses across Dropbox products to enhance adoption, reduce support tickets, and establish the foundation for a scalable multi-product ecosystem.
Outcome
🚀 Introduced key admin entry points for add-ons, streamlining the user experience to drive higher adoption and unlock new revenue streams. This work influenced Dropbox’s strategic shift toward an AI-powered, multi-product future.
To set the foundation for this shift, I presented to Dropbox leadership, product, and engineering teams, outlining how the add-on experience would unlock future product adoption and serve as a pivotal milestone toward a multi-product future.
Scaling a vision down to execution: I worked closely with leadership to identify what was feasible in Milestone 1 while ensuring it aligned with long-term goals.
Cross-functional collaboration: Partnered with product and engineering to break down this complex initiative into actionable steps that could be launched iteratively.
Impact on company strategy: This work influenced company-wide prioritization, setting the stage for future licensing flexibility across all Dropbox products, including the launch of Dropbox Dash, our AI-powered product.
Curious about how I scaled this vision and collaborated across teams to bring it to life? [Read more here →]
The Big Picture
Unlocking the Add-On Experience: Designing for Impact and Scalability
To execute Milestone 1, I focused on redesigning the members page—a high-impact surface in the Admin Console, where team admins manage members and licenses. Instead of creating something new, we strategically leveraged this existing surface to introduce the add-on experience seamlessly.
Modernizing the members page: The page was outdated—built on 10+ year-old code. This redesign not only enabled add-ons but also elevated the entire admin experience.
Ensuring clarity and discoverability: Since licensing decisions impact budgets and team functionality, I explored multiple concepts to ensure the add/remove entry point was intuitive, transparent, and easy to find.
Sneak Peek: Scaling Beyond the Members Page
Sneak Peek: Scaling Beyond the Members Page
Months after launching the members page update, I expanded the add-on experience to more key surfaces:
The invite modal (where admins add new team members)
The billing page (to clarify add-on costs and transparency)
These iterations allowed Dropbox to scale licensing flexibility across multiple admin workflows, further driving adoption and revenue potential.
Refining Through Research & Iteration
I conducted usability studies and iterative prototyping, collaborating closely with:
✅ Researchers to validate admin workflows and uncover friction points
✅ Data scientists to track adoption and optimize entry points
✅ Content designers to ensure transparency in billing and licensing
This approach ensured the solution was intuitive, impactful, and aligned with real user needs.
Impact & Takeaways
Although specific metrics are confidential, this work had a major influence on Dropbox’s product strategy:
Unlocked new revenue streams by enabling flexible product adoption
Reduced support requests by streamlining licensing management
Influenced Dropbox’s broader strategy, paving the way for its multi-product future
This was just the beginning. By laying the groundwork for cross-product licensing, this project directly contributed to the launch of Dropbox Dash, reinforcing the company’s AI-powered multi-product vision.
Final Thoughts
This project represents what I do best—vision-setting, high-impact execution, and fast iteration at scale.
I thrive in fast-moving, high-stakes environments, where I can drive alignment, ship at speed, and deliver solutions that shape the future of a company.
