Here’s a look at my approach.
Deeply understand the problem
By analyzing user behavior through Amplitude, FullStory, and Tableau, and empathizing with users through in-person interviews, I identify major pain points in core user flows.
Prototype, validate, and A/B test
Next I lead our Design team to prototype solutions and validate them with additional user interviews and feedback. We then run A/B experiments using Optimizely.
Build and measure impact
Then I lead the Product team to build and ship fast, usually within 1-2 weeks. We add heavy instrumentation and quickly follow with optimizations based on early data.
A case study. Refactored booking flow.
On Cameo, users can “book” a celebrity to create a shoutout video for them.
What users are doing
By digging into the booking conversion funnel, I identified 12 key funnel leaks that were keeping overall CVR low. We added additional instrumentation to understand the patterns of user behavior.
Why they’re doing it
Next we gathered 68 insights from customers to understand what they feel at each section of the booking flow. For example, when first starting to fill out the booking form, users were unsure if they should introduce themselves or “fan out” at their favorite celebrities. Did celebrities hate that? Did they love it? The user experienced some social anxiety here similar to meeting their favorite celebrity on the street.
Next I lead a generative phase of brainstorming with both the devs and the designers. We generated over 80 ideas.
We prototyped 22 versions and 8 user testing versions of the new booking flow that solved the pain points and established a modular framework for future features and modifications.
We then conducted 9 user interviews to validate and refine the UX flows and UI interactions.
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- Interpreting analytics and user feedback into actionable steps
- Optimizing CVR and purchase frequency
- Optimizing stickiness, engagement, and retention
- A/B testing
- Multi-variant experimentation
- Product strategy based on OKRs, data, and other inputs
- Driving stakeholder alignment
- Clarity of communication
- Evangelizing decisions
- Collaborative brainstorming
- Inspiring teams to produce their best work and not give up
- Keeping work fun
- Not freaking out in the face of intense opposition