My Research and Design Process
I approach every project with a systems-thinking mindset, ensuring all elements align seamlessly to create the best possible outcome. If you’re interested in exploring my process, I’d be happy to share deeper insights—including journey maps, user flows, research findings, analytics, wireframes, high-fidelity designs, and prototypes—to showcase how each step shapes the final experience.
To execute projects effectively, I adopted a structured approach: carefully deconstructing business requirements, mapping end-to-end user flows, and identifying potential risks upfront. Strategic planning became essential, allowing me to assess the impact of process adjustments when business goals or timelines necessitated modifications. By clearly communicating the trade-offs and risks to stakeholders, I helped ensure informed decision-making while maintaining the integrity of the user experience.
“Build to Learn” Projects
I strongly believe in A/B testing to validate iterative changes, but I also recognize that it’s not always an option. In those cases, rapid iteration based on intuition and user research becomes essential—grounded in a deep understanding of the customer. When making changes, it’s crucial to have a clear validation method in place, ensuring continuous learning and iteration as needed.
I rely heavily on tools like Quantum Metric and Clarity to gain deeper insights after product releases. These analytics platforms provide critical data, enabling rapid, data-driving decisions and validation.
Small Iterative “Build to Learn” Example Projects
Site Sale Countdown Timers
Problem: Customers were unclear about the duration of the promotional pricing, leading to two key issues: a lack of urgency to purchase or frustration upon returning to the site later, only to find the price had increased.
Solve: We incorporated better messaging that enabled the customer to see when the promotional price will end.
How: If a promotional price is set to expire within 72 hours, a countdown timer is displayed, giving customers a clear indicator of when the sale will end.
Performance Metric: We observed a 1.5% increase in overall sales conversions, establishing this as a valuable tool for future promotional marketing campaigns.
More Options Notification on Search Results
Problem: When customers performed a product search, the returned product cards appeared to represent a single item. However, upon clicking into a product, they would discover multiple color and size variations that were not visible beforehand.
Solve: Encourage customers to explore further by notifying them of additional options, guiding them deeper into the sales funnel and onto the product page.
How: This was an iterative approach where we initially displayed the total number of variable options available on a product page. After launch, we quickly realized that for products with extensive variations, showing something like ‘+256 More Options’ on a product card was almost as unhelpful as not displaying additional options at all. Recognizing this issue, we rapidly iterated, restructuring the display to separate option types and show the number of choices within each type. This is a great example of our ‘Fail Fast’ mindset—allowing us to quickly identify a pain point, pivot, and ultimately enhance the customer experience by making product discovery more intuitive.
Performance Metric: Using session replays and analytics, we were able to observe customers driving deeper into the sales funnel and we saw a slight lift to sales conversion.