Microsoft Founders Hub Redesign

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Summary

Mission

Founders Hub provides free access to leading AI models through Azure, including OpenAI GPT-4o, up to $150,000 in Azure credits, and one-on-one guidance from Microsoft experts. The goal was to redesign the platform to help founders better discover and access these benefits — reducing friction and improving the overall experience for startups at every stage.

My contributions

I reconfigured the information architecture of Founders Hub after coordinating research, redesigned key sections, implemented the new Fluent design system, updated key components, designed wireframes and aligned our design team and stakeholders on common goals.

Timeline

6 Months

Team

Beth Mouriño Thurnher (Director of PM), Enrique Flamini (PM), Ryan Mescher (PM), Reed Fansler, Michelle Fine, Shalvi Sharma (Designers)

Role

Design Lead — Design direction & strategy

Results

640k

Unique users, 56% new users

10%

Increase in Azure redemptions

38%

Increase in AI usage

37 to 16

Decreased days-to-spend on Azure

Original Founders Hub interface showing confusing layout

Original Site

I was brought onto the Microsoft for Startups team to help revamp the Founders Hub. The site layout was confusing and areas of the UI were clunky, with the information architecture lacking consistent organization. I was tasked with spearheading the redesign, partnering with PMs to gather user research and focus the overall product direction.

Card sorting exercise results
User research findings and affinity mapping

Research

We conducted card sorting exercises and interviewed approximately a dozen founders to understand how they navigated the application. These sessions validated our assumptions about user needs and surfaced pain points in the existing structure. Through affinity mapping, we identified features needing refinement and tested prototypes with actual users to ensure our solutions addressed real founder needs.

Restructured information architecture and site map

Site Map Restructure

Based on research findings, we completely restructured the site map. Main sections were reorganized to better match founder mental models. We clarified navigation copy, relocated external features to more logical locations, and integrated Copilot to help founders connect with benefits more easily.

Copilot integration to help founders discover benefits

Copilot Integration

Founders Hub was one of Microsoft's first test apps for Copilot. We worked with the Fluent Design System team to test responses, feedback and interaction — and saw a 38% increase in AI usage as a result.

Low-fidelity wireframes showing multiple design directions

Wireframes

We started with low-fidelity wireframes that enabled rapid iteration and exploration of multiple directional approaches across the design team. This collaborative process helped us converge on the best solutions before investing in high-fidelity designs.

Phase One Update — incremental redesign rollout
Phased rollout plan and sprint schedule

Phased Approach

Overhauling an entire app is a time-consuming process, so I pushed us to take a phased approach — moving chunks of the app to new areas and updating certain sections first. The roadmap was broken down into 2-week sprints, with extended work continuing in parallel.

Redesigned Founders Hub interface with streamlined navigation

New App

The redesigned Founders Hub emphasizes Azure usage tracking and task completion for credit progression. We implemented a streamlined drawer-based interface aligned with Microsoft's Fluent design principles, making it easier for founders to track their Azure credits, complete tasks to unlock additional benefits, and access AI models and expert guidance.

Impact metrics and results from the redesign