EXPERIMENTATION • A/B TESTING
Turning Experiments Into Measurable Growth
Turning Experiments Into Measurable Growth
Turning Experiments Into Measurable Growth
I built experimentation into the design process using behavioral data, customer research, and A/B testing to validate decisions before scaling them. Across 50+ experiments, I used results from both wins and losses to uncover friction, refine experiences, and identify opportunities for measurable growth.
I built experimentation into the design process using behavioral data, customer research, and A/B testing to validate decisions before scaling them. Across 50+ experiments, I used results from both wins and losses to uncover friction, refine experiences, and identify opportunities for measurable growth.
Multiple
funnel stages optimized
50+
connected experiments shipped
THE PROGRAM
A full team built to learn
A full team built to learn
ROLE / OWNERSHIP
Lead Product Designer
EXPERIMENTS
50+ staged tests
METHODS
Adobe Analytics Testing
BUSINESS AREA
Buy Online Pick Up in Store (BOPIS)
Each experiment created a new signal. When a test didn’t perform as expected, the results revealed customer needs, sharpened the next hypothesis, and moved us closer to the right solution.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing Warranty Information
PRIMARY METRIC - Warranty Conversion rate
+2.4%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing Warranty Information
PRIMARY METRIC - Warranty Conversion rate
+2.4%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing certificate messaging
PRIMARY METRIC - Warranty Conversion rate
5.66%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Fitment Conversion Rate + Overall Checkout Conversion Rate
CONTROL
Existing persona card design
PRIMARY METRIC - Warranty Conversion rate
5.45 to 6.33%
WINNER · 97% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Visual redesign with imagery and interactive collapsed/expanded states
CONTROL
Existing Persona Card
PRIMARY METRIC - Fitment Conversion rate
5.45 to 6.33%
WINNER · 99% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Visual redesign with imagery and interactive collapsed/expanded states
CONTROL
Existing Persona Card
PRIMARY METRIC - Fitment Conversion rate
5.45 to 6.33%
WINNER · 97% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Olympus Beauty homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
The program turned outcomes into a better decision-making system.
The program turned outcomes into a better decision-making system.
Multiple funnels
converted to high winners
$50M+
$50M+
annualized revenue impact (Highest Earning)
50+
experiments shipped
EXPERIMENTATION • A/B TESTING
Turning Experiments Into Measurable Growth
Turning Experiments Into Measurable Growth
Turning Experiments Into Measurable Growth
I built experimentation into the design process using behavioral data, customer research, and A/B testing to validate decisions before scaling them. Across 50+ experiments, I used results from both wins and losses to uncover friction, refine experiences, and identify opportunities for measurable growth.
I built experimentation into the design process using behavioral data, customer research, and A/B testing to validate decisions before scaling them. Across 50+ experiments, I used results from both wins and losses to uncover friction, refine experiences, and identify opportunities for measurable growth.
Multiple
funnel stages optimized
50+
connected experiments shipped
THE PROGRAM
A full team built to learn
A full team built to learn
ROLE / OWNERSHIP
Lead Product Designer
EXPERIMENTS
50+ staged tests
METHODS
Adobe Analytics Testing
BUSINESS AREA
Buy Online Pick Up in Store (BOPIS)
Each experiment created a new signal. When a test didn’t perform as expected, the results revealed customer needs, sharpened the next hypothesis, and moved us closer to the right solution.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing Warranty Information
PRIMARY METRIC - Warranty Conversion rate
+2.4%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing Warranty Information
PRIMARY METRIC - Warranty Conversion rate
+2.4%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing certificate messaging
PRIMARY METRIC - Warranty Conversion rate
5.66%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Fitment Conversion Rate + Overall Checkout Conversion Rate
CONTROL
Existing persona card design
PRIMARY METRIC - Warranty Conversion rate
5.45 to 6.33%
WINNER · 97% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Visual redesign with imagery and interactive collapsed/expanded states
CONTROL
Existing Persona Card
PRIMARY METRIC - Fitment Conversion rate
5.45 to 6.33%
WINNER · 99% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Visual redesign with imagery and interactive collapsed/expanded states
CONTROL
Existing Persona Card
PRIMARY METRIC - Fitment Conversion rate
5.45 to 6.33%
WINNER · 97% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Olympus Beauty homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
The program turned outcomes into a better decision-making system.
The program turned outcomes into a better decision-making system.
Multiple funnels
converted to high winners
$50M+
$50M+
annualized revenue impact (Highest Earning)
50+
experiments shipped
EXPERIMENTATION • A/B TESTING
Turning Experiments Into Measurable Growth
Turning Experiments Into Measurable Growth
Turning Experiments Into Measurable Growth
I built experimentation into the design process using behavioral data, customer research, and A/B testing to validate decisions before scaling them. Across 50+ experiments, I used results from both wins and losses to uncover friction, refine experiences, and identify opportunities for measurable growth.
I built experimentation into the design process using behavioral data, customer research, and A/B testing to validate decisions before scaling them. Across 50+ experiments, I used results from both wins and losses to uncover friction, refine experiences, and identify opportunities for measurable growth.
Multiple
funnel stages optimized
50+
connected experiments shipped
THE PROGRAM
A full team built to learn
A full team built to learn
ROLE / OWNERSHIP
Lead Product Designer
EXPERIMENTS
50+ staged tests
METHODS
Adobe Analytics Testing
BUSINESS AREA
Buy Online Pick Up in Store (BOPIS)
Each experiment created a new signal. When a test didn’t perform as expected, the results revealed customer needs, sharpened the next hypothesis, and moved us closer to the right solution.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing Warranty Information
PRIMARY METRIC - Warranty Conversion rate
+2.4%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing Warranty Information
PRIMARY METRIC - Warranty Conversion rate
+2.4%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
01
01 — Improve Warranty Messaging
User research revealed that the existing certificate messaging wasn’t clearly communicating its value. Rather than relying on assumptions, I used those insights to develop new copy focused on the questions and needs customers surfaced during research.
VARIANT
Research-informed messaging designed to improve clarity and communicate value
CONTROL
Existing certificate messaging
PRIMARY METRIC - Warranty Conversion rate
5.66%
WINNER · 97% CONFIDENCE
The research-informed messaging outperformed the existing experience, demonstrating how small, evidence-based content changes can create measurable impact.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Fitment Conversion Rate + Overall Checkout Conversion Rate
CONTROL
Existing persona card design
PRIMARY METRIC - Warranty Conversion rate
5.45 to 6.33%
WINNER · 97% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Visual redesign with imagery and interactive collapsed/expanded states
CONTROL
Existing Persona Card
PRIMARY METRIC - Fitment Conversion rate
5.45 to 6.33%
WINNER · 99% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
02
02 — Redesign Treadwell persona Cards
The existing Treadwell persona cards presented customers with their options, but the experience had an opportunity to make comparison and selection more intuitive. I redesigned the cards using stronger imagery and collapsed/expanded states to progressively reveal information.
VARIANT
Visual redesign with imagery and interactive collapsed/expanded states
CONTROL
Existing Persona Card
PRIMARY METRIC - Fitment Conversion rate
5.45 to 6.33%
WINNER · 97% CONFIDENCE
The redesigned experience outperformed the control, showing that clearer visual hierarchy and progressive disclosure could help customers move forward with greater confidence.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
03
03 — Rethink The Olympus beauty Homepage
The existing homepage created friction between landing on the site and discovering products. I redesigned the experience to strengthen visual hierarchy, improve product recognition, and create clearer paths into the shopping experience.
VARIANT
Full visual redesign optimized for product discovery and flow recognition
CONTROL
Existing Olympus Beauty homepage
PRIMARY METRIC - Warranty Conversion rate
+20%
WINNER · 97% CONFIDENCE
The redesigned homepage increased product-listing-page traffic, validating that a clearer visual hierarchy and stronger product pathways helped customers move deeper into the shopping experience.
The program turned outcomes into a better decision-making system.
The program turned outcomes into a better decision-making system.
Multiple funnels
converted to high winners
$50M+
$50M+
annualized revenue impact (Highest Earning)
50+
experiments shipped