A portfolio of controlled experiments that turned customer friction into validated design improvements and measurable business impact.
Each experiment began with a specific point of friction and a falsifiable hypothesis. Control and variant experiences were measured against customer behavior before changes were rolled out.
The work addressed friction across acquisition, discovery, purchase confidence, basket economics and checkout completion. Every design change had a clear behavioral hypothesis and was validated in market.
Locate a specific point of customer friction.
Define the expected behavior change.
Measure control and variant experiences.
Roll out improvements supported by evidence.
Showing the email field upfront instead of a multipage signup will increase subscriptions.
Expanding mobile search will encourage more customers to use it and increase product detail views.
Giving Express customers a one-click purchase option will simplify the journey and increase conversion.
Showing the free-shipping threshold will motivate customers to complete and grow their purchase.
Improving app checkout forms will reduce friction and help more customers complete their purchase.
The experiments improved multiple stages of the journey—from newsletter acquisition and search usage to product conversion, revenue per user and checkout completion. More importantly, they demonstrated a consistent model for making design decisions through measurable customer behavior.
