Square Releases
Role: Senior Design Technologist
Releases is Square's biannual go-to-market motion, showcasing the latest features and product updates that help Square sellers grow their business. Before Releases, sellers didn't have a centralized space to learn about product updates relevant to them. Releases brought it all together into one experience and became Square's first company-wide GTM motion.
As Senior Design Technologist on the project, I led front-end development across both the Spring and Fall launches, shipping platform-level components on squareup.com that helped multiple work streams move faster while elevating the overall user experience.
A custom Rive animation component
A custom Rive animation component that empowered designers to ship interactive hero animations directly to production, eliminating engineering as a last mile dependency and unlocking faster, more expressive motion on squareup.com. The component powered the signature hero feedback effect across every page of the Fall launch.
One click to the right features
Cross-surface deep-linking that connected Releases to Feature Log and Roadmap with business-type pre-filtering, creating a personalized, friction-free journey from announcement to discovery and meeting sellers with the most relevant content from the first click.
Measurable impact at scale
Spring Releases drove 388k unique visitors and $29M in sales pipeline, with 11k handheld units sold and 11k sellers adopting hero products or features. Fall built on that momentum with 121k unique visitors, $92M in pipeline from the launch event, and 13k sellers adopting top features, 40% of whom came directly from Public Web. Across both launches, Releases established itself as Square's first company-wide GTM motion and a repeatable model for future product storytelling.