01 · Discovery
A focused search fly-out
Hypothesis
Removing secondary elements from search reduces cognitive load and helps customers stay focused.
+70%Engagement
+38%Product views
Website experienceExperimentationPersonalization
Improving the complete e-commerce journey
A structured optimization program using research, behavioral evidence, A/B testing and personalization to improve customer experience and commercial performance.
TL;DR
The program broke the funnel into distinct customer goals and measured the signals that predicted progression at each stage. My role connected strategy with execution: shaping hypotheses, aligning teams, prioritizing the roadmap and ensuring validated improvements moved into the product.
+115%
Conversion uplift
−30%
Return rate
+70%
Search engagement
+20%
Orders / user
1. Operating model
Marginal gains, applied systematically
The program broke the funnel into distinct customer goals and measured the signals that predicted progression at each stage. Page-level indicators guided decisions while transactions and revenue remained the commercial guardrails.
My role connected strategy with execution: shaping hypotheses, aligning teams, prioritizing the roadmap and ensuring validated improvements moved into the product.
Optimize each step for the decision the customer needs to make—then measure how those improvements compound across the funnel.
2. Optimization framework
Seven improvements across five stages
The same decision framework was adapted to different customer needs—from discovery to post-purchase engagement.
DiscoveryProductCheckoutAccountFit
3. Evidence
Validated improvements throughout the journey
02 · Discovery
Related search terms
Hypothesis
Relevant refinement terms reduce search abandonment and help customers explore useful alternatives.
+9.2%Product views
+3%Transactions
03 · Product
More product imagery above the fold
Hypothesis
A desktop image grid helps customers evaluate products faster and reduces PDP bounce.
−16%Bounce rate
+5%Transactions
04 · Product
Behavioral social proof
Hypothesis
Showing when an item is selling quickly introduces relevant scarcity and increases add-to-cart behavior.
+19%Add-to-cart rate
+7.5%E-commerce CR
05 · Checkout
Progressive disclosure in checkout
Hypothesis
Showing essential fields first makes checkout feel simpler and reduces abandonment.
+11.2%CTR to payment
+4.1%Checkout CR
06 · Account
Personalized account recommendations
Hypothesis
Relevant recommendations create a new discovery surface and increase downstream conversion.
+40%PDP views
+20%Orders / user
07 · Fit
Fit Predictor proof of concept
Hypothesis
Personalized footwear size recommendations reduce uncertainty, lift conversion and lower returns.
+115%Conversion uplift
−30%Return rate
4. UX enhancement · Account
A clearer account structure increased customer satisfaction
Customer feedback and stakeholder interviews exposed navigation problems and missing functionality. The redesigned information architecture aligned customer expectations with business priorities.
+35%Customer satisfaction
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