Classmates.com

In 2004, I joined Classmates.com facing a major challenge - reinvigorating a legacy brand that had lost meaning and connection with its 42 million users. With $70 million in user-generated revenue at risk, we had to approach the redesign very thoughtfully. My team and I zeroed in on nostalgia and school connections as the core value for this community.

We introduced a more contemporary, extensible design system while being intentional about preserving the brand's roots and emotional resonance. Through user research, we optimized the experience around rekindling old friendships and rediscovering shared memories. The new branding and UX put the focus squarely on facilitating genuine personal connections.

The redesign paid off - the new experience drove a significant 22% increase in paid subscriptions and a 17% boost in monthly active users over the following year. More importantly, engagement metrics showed users were connecting more meaningfully through enhanced profile features and reunion planning tools we implemented. By centering the design on user needs, we revitalized Classmates.com as the go-to destination for reconnecting with one's past.