Leading Product, Brand, and Growth Strategy for a GenAI Platform with Real-World Impact

Case Study: Arloa — AI-Powered Advocacy for Special Education

Helping Parents Advocate with Confidence

Arloa is a generative AI platform that helps parents of children with special needs manage IEPs, communicate with schools, and track progress—all in one secure, personalized space.

I led product design, brand development, and go-to-market strategy, guiding the product from idea to launch while applying AI at every stage of design, research, and growth.

The Challenge

Parents navigating the special education process face overwhelming systems, confusing paperwork, and limited support. Arloa aimed to fix that—with a product powered by AI, grounded in empathy, and built to scale.

My Role & Approach

• Product Design & Research: Designed a personalized IEP experience that turns documents into dynamic child profiles. Used AI-assisted research to uncover key personas (newly diagnosed, experienced advocates, etc.) and mapped emotional user journeys that guided product and marketing strategy.

• GenAI-Driven Design Process: Used GPT-based tools to rapidly generate user flows, mockups, and content prototypes—speeding up feedback loops. This allowed us to iterate faster and collaborate closely with developers, taking product requirements all the way from Figma to production-ready code.

• Collaboration & Engineering Handoff: Worked hands-on with engineers, translating UX and business requirements directly into component-ready code using tools like Cline and Windsurf. Maintained continuity from strategy to final implementation.

• AI Content Strategy: Created and tuned custom GPT agents that help parents write goal updates, advocate in clear language, and understand complex IEP language. Built scalable onboarding emails, newsletters, and campaigns using AI to triple content output while maintaining brand voice.

• Data-Driven Iteration: Used customer behavior data and AI-enhanced analytics to identify and refine weak points—improving onboarding flows, upgrade funnels, and pricing UX. Regularly ran async tests and feedback loops to evolve the experience in real time.

• Cross-Disciplinary Collaboration: Partnered with special education experts and real parents to validate tone, utility, and voice of AI content—ensuring every touchpoint felt human, informed, and supportive.

Results

• Grew to 2,000+ active parent users in the first few months

• Automated 5+ hours/week of team operations via GenAI

• Delivered consistent user praise and emotional feedback from families feeling empowered and supported

• Increased email onboarding activation and campaign click-through by over 30% after GenAI tuning

• Identified and resolved drop-off points in pricing and onboarding, leading to better conversion and retention

What This Project Proves

AI isn’t just a backend feature—it’s a creative partner.

By combining GenAI design workflows, data-backed UX iteration, and emotionally intelligent strategy, we launched a product that delivered meaningful, measurable value to families—and scaled faster than expected with a lean team.