Confluent
2026
De-risking cloud migration
Confluent's Migration Hub drove high-value customers but its generic content missed what serious migrators actually needed, with 83% never engaging with it. I rebuilt it as a staged decision journey, taking migrators from discovery to a personalized plan they could act on.
My Role
Lead Product Designer
Timeline
6 months
Category
Web application
Team
Senior Product Manager, Staff Software Engineer, Software Engineer
Overview
Customers moving their existing workloads onto Confluent Cloud are one of the highest revenue generators.
The Migration Hub is intended to serve this customer base and kick start their migration process. An experiment before I joined the team replaced self-serve resources with sales hand-raisers on the assumption that users needed a faster path to human assistance.
Problem
Understanding financial activity felt unnecessarily difficult
Engagement dropped from 11.8% to 2.8% with this rollout.
Migration Hub page in January 2026 before I joined the Growth team
Our hypothesis
Users first need low-commitment self-serve methods to build confidence
Users who are early in their journey need to understand what is being offered before investing time with sales or technical support.
Once ready, users who talk to a human are more likely to migrate
Experiments showed that users who got connected with a human increase their lifetime spend by 2.8x compared to those who don't.
Migrators need a concrete guide of what to do next
There is currently no easy way for migrators to figure out what they need to do to execute their migration. 67% of migrators that visit are not taking the next step to start migrating.
How might we…
Help more migration-intent users find the hub, understand what to do next, and feel confident taking the first concrete step towards a successful migration?
Approach & My Role
The redesign was broken into a sequence of testable phases rather than one big bet, shipping each as an A/B experiment.
and letting real usage data decide whether to advance, refine, or kill it before moving to the next phase
Phase 1
Self-serve resources
I take initiative, explore new ideas, and make decisions even when the path isn’t clear.
Phase 2
Guided journey
I communicate openly, give feedback, and focus on what truly matters for the outcome.
Phase 3 (Current)
Migration Plan
I stay flexible, learn quickly, and adjust to challenges without losing direction or focus.
My role
- Owning the end-to-end migration experience, from initial discovery through evaluation to first execution step, across three iterative phases
- Using experiment data to decide whether to scale, iterate, or kill a direction, rather than shipping one comprehensive redesign
- Facilitating alignment across stakeholders spanning Growth, marketing, and core product, translating differing priorities (revenue, technical feasibility, brand, customer trust) into a single coherent design direction
- Collaborating daily with a Senior PM, Staff Engineer, and Software Engineer to scope feasible increments of a multi-quarter, ambiguous problem space
- Presenting design rationale and pivot decisions to cross-functional leadership to secure buy-in at each stage
- Conducting user research with Customer Success Architects and Solutions Engineers to get quick iterative feedback on designs.
Approach & My Role
The redesign was broken into a sequence of testable phases rather than one big bet, shipping each as an A/B experiment.
and letting real usage data decide whether to advance, refine, or kill it before moving to the next phase
Phase 1
Result
Help more migration-intent users find the hub, understand what to do next, and feel confident taking the first concrete step towards a successful migration?
Phase 2
Result
Help more migration-intent users find the hub, understand what to do next, and feel confident taking the first concrete step towards a successful migration?
Phase 3
Result
Help more migration-intent users find the hub, understand what to do next, and feel confident taking the first concrete step towards a successful migration?
Design
Designing for clarity, confidence, and everyday financial workflows
Content
Conclusion
Designing for clarity, confidence, and everyday financial workflows
Content
