Cases: from complexity to clarity
Selected work for climate and nature organisations. Helping complex ideas become clearer, more credible, and easier to support.
A stronger story for rainforest protection
I reviewed the organisation's fundraising deck and recommended how to make its impact clearer, strengthen donor confidence, and create a more compelling invitation to support its work.
βWow! Your review is spot on.β
Amazon Rainforest Conservancy
Jana Bell β
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Founder and President
Founder and President
CASE FOR SUPPORT
EXPERT REVIEW
Making the case for better fish welfare
I created ESRβs Case for Support from the ground up β turning complex research and impact data into a clear, compelling story and a professional deck designed to build confidence with funders.
βThank you so much for your excellent work on this. The deck looks fantastic and we're excited to start using it with funders.β
Ethical Seafood Research
Wasseem Emam β
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Founder and Head of Research
Founder and Head of Research
CASE FOR SUPPORT
STRATEGY, STORY & DESIGN
Product leadership experience
Before focusing my work on climate and nature, I spent more than 15 years building and improving digital products. That experience shapes how I approach every project today: connecting strategy, communication, user needs, and execution.
Vai helps startups connect with investors and partners by making what they do clear and easy to understand. Itβs a two-sided platform with a strong presence of climate and nature startups. I joined as co-founder and first PM and now lead the product as CPO.
β Outcomes:
- Ran workshops to define positioning and product structure, and how to communicate it β aligning messaging, visuals, and roadmap
- Prototyped and launched the first version of the platform (website and web app) for startups and investors
- Defined the core classification system and built the matching logic, enabling relevant startups to connect with the right investors
- Designed a guided profile-building flow with instant feedback (profile strength), helping founders create clearer and more complete profiles
- Designed and ran fast experiments (including AI-driven) to test key ideas before building at scale
- Built onboarding, activation, and monetization flows to help users reach value faster and support early revenue
- Built email automation flows to support onboarding and keep users engaged after signup
- Built analytics and reporting to track user behavior and support business decisions
- For fundraising and partnerships, turned product, strategy, and traction into a clear, compelling story (pitch, materials, demos), and refined it based on investor feedback
Job Today helps people find a job quickly β especially those who need work now to keep things running day to day. It's a mobile-first hiring platform connecting candidates and employers in real time. I led product management across profile quality, communication tools, application processes, and job posting workflows.
β Outcomes:
- Increased successful job postings by 18% by simplifying the process, improving recommendations, and strengthening trust and fraud prevention
- Created landing pages with clear messaging to attract and convert candidates and employers
- Improved profile quality and data accuracy by testing and refining the application flow
- Simplified and improved the in-app chat, making it easier for candidates and employers to communicate and move faster in the hiring process
- Helped drive 2Γ user growth and 3Γ revenue growth by improving monetization, conversion, and website performance
- Raised customer review ratings from 2.2 to 4.7 stars by fixing key user issues and improving the experience
- Implemented NPS surveys and used the feedback to prioritize and deliver the most impactful improvements
- Mapped key user flows, identified growth opportunities, and created feature prototypes to guide future development
Nautal helps make boating more accessible, bringing people closer to the ocean. It's a peer-to-peer boat rental marketplace connecting boat owners with people who want to get out on the water. I was responsible for end-to-end product and UX across web and mobile.
β Outcomes:
- Clarified the website β structure, messaging, and flow β making it easier to understand what it offers and how to rent a boat
- Made feature delivery faster by clarifying processes and improving how work is prioritized and delivered
- Organized and shared product knowledge across the team, reducing errors, speeding up delivery, and improving customer support
- Improved collaboration between tech, marketing, sales, and finance, helping teams use engineering resources more effectively
- Acted early during COVID-19 disruption, implementing key changes one month ahead of competitors
- Increased lead-to-sale conversion by 30% by simplifying the booking flow and integrating Stripe
- Reduced payment costs by up to 90% for 50% of Dutch customers by integrating iDEAL
- Increased revenue by 2% by introducing an optional insurance add-on during booking
- Reduced overdue payments by 70% by introducing automatic charging
- Improved sales team efficiency by 30% by improving internal tools and workflows
- Doubled organic traffic by working closely with the SEO team to improve website structure and content
Convead helps small business owners manage their website and marketing in one simple tool β without needing technical expertise. It's a web-based eCommerce marketing automation platform. I led product strategy execution and UX transformation across the entire platform.
β Outcomes:
- Redesigned the entire user experience, turning a developer-centric product into something simple and usable for non-technical business owners
- Shaped product direction and led execution across key initiatives
- Improved collaboration between the CEO, CTO, and teams across engineering, support, and marketing, helping align priorities and execution
- Increased onboarding completion by 25% by simplifying the store connection process
- Designed a system to group and manage different types of users in a flexible way
- Increased activation by 30% by introducing templates and one-click setup for common use cases
- Increased retention by 20% by showing users clear value through regular analytics reports
- Set up customer support processes and built a structured, regularly updated knowledge base
- Led the implementation of advanced visual editors, making it easier for users to create and edit content without coding
- Improved product quality by introducing structured QA and better release processes
- Simplified complex technical parts of the product, reducing maintenance time and speeding up new feature development
Different products, same pattern: when things aren't clear, they don't convert. The good news: it's fixable.
Κβ’Μα΄₯β’ΜΚγ£
Ready to grow your impact?
If you're building a climate or nature organisation and feel people don't quite get what you do β I can help.
Olga Shavrina
Strategist & hands-on partner for Climate & Nature Companies
