Lean In: Connecting 25,000
Circles around the Globe

In conjunction with the release of the bestselling book Lean In, an eponymous non-profit organization was created to use profits from book sales in ways that would support the ideals and values it expressed. Since the launch of the organization in 2014, one of its major ongoing initiatives has been the Lean In Circles community, where small groups meet on a regular basis to learn and grow together, and network online to share resources and support each other. As the popularity of Lean In Circles soared, so did the need for a standard set of resources, ranging from meeting schedules and suggestions for topics and activities to marketing materials. Providing access to those resources across a globally dispersed network of thousands of Circles required a digital platform that could support both existing needs and future growth

Experience Solution

Hero worked with Lean In leadership and their implementation partner on several key portions of the Lean In Circles 2.0 release, including experience design for the Circle community, logos and marketing materials for Lean In Circles and Chapters.


  • 25,000 Lean In Circles

  • 128 countries

  • 80% of members see positive change


Implementing a digital asset management system that saves time and money.
Taking the Dreamforce experience global.
Building a tool that makes software releases seamless.
Redesigning to streamline eCommerce and boost revenue.
Connecting 25,000 Lean In Circles across the globe.
Cutting bounce rate in half.
Integrating an acquisition and site update in one effective re-brand.
Keeping conference-goers connected, around the world and through the year.
Building a web experience to support new products and an IPO.
Designing features and workflows to make an analytics tool useful to all business users.
Designing a more personalized B2B experience.
Re-envisioning the customer experience across product lines.
A customer community that supports the country's charter schools.
Broadening the user experience to reach more customers.