Goodkind was a communication suite built for admissions teams and departments across colleges and universities, helping schools connect with prospective students through personalized video, messaging, and AI-powered tools. I joined as the company's first dedicated designer and led design end-to-end, from building the design system to helping the company scale from a single product into a four-pillar suite.
The company was backed by Y Combinator and acquired by Niche in early 2025. By the acquisition Goodkind was serving 85 institutional accounts and around $2.5M CAD in ARR.
Lead Product Designer
2023 - 2025
Video Messages & Campaigns
Counselors and admissions teams record short, personalized videos and send them to prospective students at key moments in the enrollment journey. I designed the fast and low-friction recording experience for non-technical staff on mobile, as well as a campaign builder on web that let teams set up targeting, messaging, and delivery without engineering support. Video message campaigns ran above a 5% click rate.
Recording video and video message page examples
Inbox & Mobile Application
When Goodkind expanded into two-way SMS and WhatsApp, we introduced the Inbox. I designed a unified view that let counselors manage conversations across channels while keeping track of where each student was in the admissions process.
And the mobile app had to grow alongside it. Originally built around video recording, it was expanded to include a full inbox which gave team members a way to stay on top of conversations and workspace activity from their phones, without needing to be at a desk.
The unified view was built so one thread held both text conversations from SMS or WhatsApp messages or video message replies. The volume backs that up: SMS and email each carried about half the traffic, SMS stronger at the top of the funnel, email closer to decision time.
Goodkind Inbox and Mobile App
Admin
Goodkind had a substantial admin side. A lot of the product lived in dense, data-heavy screens like campaign overviews, audience management, activity logs, status tracking, workspace settings. Getting these right meant thinking carefully about information hierarchy and what gets shown while working within real engineering constraints.
Campaign screens overview