GlycanAge Case Study
GlycanAge measure biological age from glycan biomarkers — serious science with real substance behind it. What they didn't have was the product and UX experience to match.
Their first designer, Marko, had asked for support and mentoring. As a company they were finding it hard to say, simply, what the product offered — to consumers on one side and business customers on the other.
I joined to help with both. I stayed four years — ending as interim CPO, with my replacement already grown inside the team.
Simplified the sales and checkout process — funnel loss down, related support queries to zero (the CEO's words, not mine).
Over four years, coached Marko from first designer through Head of Design — until he replaced me as CPO.
Spencer helped us to simplify and improve our sales and checkout process – dramatically reducing funnel loss, increasing sales and reducing related support queries to zero. Spencer has worked with us and our technical team to clarify our value proposition, simplify our pricing and offering, evolve our branding, content and copy. Part of the initial work was a UX review, which has led to an ongoing improvement of our navigation, information architecture, product offer, user-testing strategies and checkout.
Nikolina Luac
Founder and CEO
Hola 👋 Just dropping a message to say that I really appreciate having you around and learning a lot about how to professionally interact with the team. I didn’t think it was possible to be kind, polite and honest at the same time 😅 So thank you!
Marko Tarnaj
CPO
What did four years look like?
Quick wins
A UX review first, then hands-on design work — simplifying the sales and checkout flow, improving navigation and information architecture. Paired with Marko throughout, so every improvement was also a lesson.
Mentoring
1:1 coaching for Marko and the C-suite. Technical skills, yes, but mostly communication and confidence — the things that turn a designer into a design leader.
Clarifying the offer
Founder workshops to work out what GlycanAge was actually selling, and to whom. Out of that came a clearer value proposition for both markets, simpler pricing, and sharper copy.
Interim CPO
Fractional product leadership, bridging science, design and business. Aligned the roadmap with the company's vision — and worked myself out of the job deliberately.
What changed
- A simpler sales and checkout process — less funnel loss, fewer support queries
- A value proposition that made sense to both consumers and business customers, simplifying sales and marketing
- Design processes that outlasted my engagement
- Marko grew from first designer to Head of Design, then CPO — my replacement
- They went on to raise $4 million for the next phase
