A decade designing and building products from zero — twice as a founder, seven times as the person who shipped them. Today, Product Design Lead leading design where strategy, systems, and applied AI meet.
10+ years building products from zero. Multiple ventures as founder (Urbee, Reward Vision, Hetchr, NineFive across 2016-2024), and seven products shipped end-to-end. Joined Santévet in June 2024 as the sole designer covering three product tribes — a role with the practical scope of Head of Design without the title.
The trajectory has a through-line that wasn't obvious until 2026: every founder project explored, in some form, what is now called applied AI or agentic design — peer-to-peer signal mapping (Reward Vision), action-layer trust (Hetchr), context-aware LLM agents (NineFive/Wanda), contextual discovery (Urbee). The work at Santévet now is the applied version of those instincts at scale: growth-driven design, with measurable business targets, on a product used by millions.
Title: Product Design Lead
Company: Santévet — Europe's leading pet health insurer
Scope: Sole designer across three product tribes (Growth, Customer, Breeders/Vets). Owns every front-end surface from the acquisition funnel to the consumer mobile app to the B2B SaaS tools for breeders and veterinarians. The only territory not covered is marketing websites.
Working partner on Breeders CX: Camille Blachon, B2B Product Marketing Lead
Why: 80% of Santévet traffic was on mobile, but the offer page was desktop-shrunk. Endless scrolling to compare three pricing tiers caused mid-funnel drop-off.
Solution: A swipe-based carousel surface showing 80% of the offer at first glance — price, coverage rate, key limits — above the fold.
Results: +4 percentage points on funnel conversion; ~8% of monthly web subscriptions attributed.
Why: The Santévet app had no home screen until 2025. Customers landed on whichever feature they'd last used. No surface to discover services, subscribe, or come back to.
Solution: A modular home screen, designed as a stage rather than a fixed layout — second-pet subscription path, swappable "essentials" blocks, single place to come back to.
Results: ~75 new contracts/month from the second-pet CTA — roughly 1.5% of total monthly web acquisition, captured from inside the app for the first time.
Why: Santévet's Start+ freemium relied on sales and email to convert. The default home treated freemium users like everyone else.
Solution: A second home variant, automatically served to Start+ users — lifestage-specific articles, age-aware tips, clear in-app path to the upgrade offer.
Results: ~75 new paid contracts/month, on top of the second-pet CTA. Together, ~150 monthly contracts captured entirely inside the app.
Why: Payvet — Santévet's cash-advance service at the vet clinic — had long been pitched as an acquisition channel. It wasn't one.
Solution: Full redesign on both sides, paired with a marketing collaborator on email journeys. For pet owners, opt-in that felt like a service. For vets, in-product education built into the dashboard.
Results: +20% Payvet usage on the vet side in 6 months; downstream contract conversions nearly tripled.
A new cancellation flow in the app designed to capture cancellation reasons. In 6 months, 5,000+ first-person cancellation reasons collected — a dataset now feeding product and pricing decisions across all three tribes.
Page: morgansch.framer.website/santevet-b2c
A 45-day mixed-method discovery (September–October 2025), co-led with the B2B Product Marketing Lead, on Santévet's B2B portal for breeders.
Breeders are one of Santévet's most consistent acquisition channels — 85% of them already recommend the brand to puppy buyers. But the portal they used was built years ago as an administrative tool: a place to file paperwork, not a service connecting breeders to their adopters.
"Breeders are massively in favor of the product — but the experience makes them feel like administrators rather than prescribers."
The product strategy was reframed around a single pivot: the moment of animal handover becomes the center of gravity.
Phase 1 (discovery and strategy) shipped October 2025. Phase 2 (build) in active development. Morgan prototyped key flows in code with Claude as a coding partner, giving engineering and stakeholders a clickable reference within days rather than weeks.
Page: morgansch.framer.website/santevet-b2b
A French sight-words literacy tool, built in a weekend with Claude as a coding partner. Originally for Morgan's daughter (CP / first grade), now used by her whole class. Several modules of learning, no signup, no paywall.
Significance: a small artifact that says something specific about how design works in 2026 — a designer with the right judgment, paired with a capable AI coding partner, can ship a real working product in a weekend.
Page: morgansch.framer.website/mots-outils
Live product: subtle-alpaca-c6236c.netlify.app
A self-initiated UX exploration. Hypothesis: turn 4M parked Teslas into a peer-to-peer ride-sharing network, using the car's existing dashboard, the existing mobile app, and the Supercharger network as the rails. No new hardware. No new app.
Business case: $400K estimated dev cost → $41M projected year-one revenue (4M Teslas × 10% adoption × $20 average ride × 10% commission).
Three design decisions:
Open questions to validate: regulation (country-by-country insurance and licensing), safety (autopilot dependency window), brand positioning (will Tesla owners self-identify as service providers?).
Page: morgansch.framer.website/tesla-ride-share
Product: B2B SaaS for freelancer-client collaboration. Featured Wanda, a context-aware LLM agent built on GPT-3.5 via the OpenAI API with a custom RAG pipeline.
Wanda details: Live in production inside NineFive's client portal for over a year. Answered client questions on freelance projects with the project's full context as background. Designed to be economical by default — short responses, narrow context windows, fall-through to the human when confidence dropped. Token costs were a constant operational drag.
Results (2023): 18% visitor-to-signup rate, 43% signup activation, 54% retention among active users, 23 weekly active users at plateau. Ceased operations in 2024 due to lack of compounding traction and depleted treasury.
"Wanda wasn't a smart support bot. Wanda was an early version of what is now becoming the dominant pattern of 2026 software: an agent that orchestrates other agents inside a workspace dedicated to a customer. We were wrong about the market, and right about the agent."
Page: morgansch.framer.website/ninefive
Product: A bi-directional dashboard for developers, small teams (2-10), and engineering managers. Read GitHub, project tools (Jira, Linear, Trello), and DevOps surfaces (deploy systems, alerting, monitoring) in one view — and act on them: merge a PR, trigger a deploy, close a ticket, ack an alert.
Scale: Shipped to a public beta with hundreds of users.
The trust gap (key lesson): The reading layer was loved. The acting layer was avoided. Users who said in interviews "I'd love to merge PRs from one place" did not, in practice, merge PRs from Hetchr. They opened Hetchr, saw the PR, and switched to GitHub to merge it there.
"Trust isn't a slider you turn up. It's a sequence: low-stakes action, high-stakes action, irreversible action."
The pivot from Hetchr directly seeded NineFive — the inverse hypothesis: build a workspace that owned the customer relationship, and put the agent inside it.
Page: morgansch.framer.website/hetchr
Product: A peer recognition app where every employee received the same number of recognition tokens each month, redistributable to colleagues whose work had actually moved them forward. The token graph mapped real cooperation networks inside the company — and extended outward to suppliers, clients, and external partners.
Anchored on blockchain — not for crypto, but for immutability. The record of recognition was meant to belong to the individual receiving it: portable, irrevocable, carry-able from job to job.
Status: MVP / internal pilot in one host company. The data was the part that worked — the graph surprised the org and named contributors the org hadn't been tracking. Product side never reached commercial scale.
"We were early on the mechanic, and earlier still on the assumption underneath it."
Page: morgansch.framer.website/reward-vision
Product: A mobile app for contextual discovery. Surfaced what surrounded you — places, events, services, local information — without keyword search. Open data, location-based, no sponsored results. Two faces: consumer-facing discovery, and a B2G push surface for local authorities.
Launch: March 2017, with one pilot city.
Results: 30% retention from the early-adopter cohort 3 months after launch. A few hundred users at peak.
Why it ended: 12-to-18 month B2G sales cycles, payment terms measured in quarters. The product worked. The customer didn't.
"The customer's payment cadence is part of the design."
Page: morgansch.framer.website/urbee
"Translating business intent into product decisions: what to build, in what order, with what trade-offs. The interface comes last — once the system underneath actually makes sense."
"Mapping the full path: ad, landing page, app, support, renewal, churn. Each touchpoint is a chance to build trust or to lose it — and the design only works if it works across all of them."
"Building and leading design talent, and partnering with PMs, engineers, and business stakeholders so design decisions hold across the org. The deliverable isn't the deck — it's a team that ships without me in the room."
"Building the rails the team ships on. Tokens, components, patterns, and the docs that make them legible — treated as a product with its own users (the team) and its own metrics (adoption, time-to-ship, coherence)."
"Designing for measurable outcomes, not just better experiences. Every screen ships with a target — conversion, activation, retention — and every release is a hypothesis you can either prove or kill."
"Keeping the standard high while moving twice the speed I used to. Velocity isn't shortcut-taking; it's knowing exactly which 20% of the work makes the difference, and protecting the time to do it well."
"Beyond his strong design expertise and the conversion lift we got from redefining our product standards, what I valued most was his product vision and unconventional storytelling. He grasps both the business and technical stakes, adapts to constraints, and uses his experience to bridge the two worlds — pulling insights from each and rallying the teams."
"Morgan is a talented designer with a remarkable ability to quickly grasp business stakes. I particularly valued his deep understanding of the business context, which allows him to make informed decisions aligned with strategic objectives. In execution, he's remarkably effective: reliable, fast, and able to turn complex needs into concrete, operational solutions. He inspires confidence through his assertiveness and command of the subject matter, while knowing how to challenge decisions with relevance and a collaborative mindset. But what truly sets Morgan apart is his relational quality."
From Hetchr's trust gap (users won't let a "translator" perform consequential actions) to Wanda's confidence thresholds (designed to fall through to humans when uncertain), the question of when and how a tool earns the right to act has been a continuous thread.
Every design ships with a quantitative growth target at Santévet. Across 24 months, every target has been hit. Design alone has driven +16% web subscription growth.
Lesson from Urbee (B2G sales cycles), reinforced at Reward Vision (commercial scale never reached), now applied across product strategy work.
Seven products shipped end-to-end. Each one taught a lesson that compounded in the next. The Santévet work is the applied version of the founder instincts, now operating at the scale of a market-leading product.
If you are evaluating Morgan for a Head of Design or Design Lead role, the most relevant signals are:
Direct contact via morgan.schleidt@gmail.com is welcome.