Driving conversion and growth through experimentation

Justine Gab Senior Product Designer

Screenshots of a mobile app for hearing and environment tests, showing options to grab headphones or find a quiet spot, with yellow buttons labeled 'Next' and 'Continue to sound check'.

A/B test ยท Survey

Splitting One Overloaded Screen Into Two Steps

Headphones Check progression to Set Volume +29.6% and sales leads +6.92% (97.6% significance)

Mobile screen showing a sign-up form with fields for email address, password, and confirm password, with password requirements listed and a dropdown menu below.

A/B test ยท Checkout

Fixing Password Errors at Checkout

Clearer password feedback lifted account step to order +7.0% (92% significance), 63 more orders in the test

A spreadsheet showing a list of features for hearing aids, with importance percentages highlighted in green, yellow, and red, and tabs labeled 'Cards', 'Importance', 'A', and 'B'.

Research ยท Card sort

What Matters Most to Hesitant Hearing-Aid Shoppers

A card sort and importance ranking: speech clarity ranked first (60%), ahead of price and fit (47% each)

A digital marketing campaign interface showing email creation tools on the left, and a green promotional graphic featuring a cartoon character of a taco with arms and legs on the right. The taco character is wearing a pink jacket and sneakers, making a gesture with one hand. The graphic includes a logo placeholder and text about food tracking.

Flow redesign ยท Onboarding

Deferring Account Setup

Moved account setup later in the experience so new users could reach the dashboard first

Screenshot of a smartphone displaying various promotional posts about social media marketing tools and planners, including a focus on Instagram, Pinterest, and a person holding colorful sticky notes.

A/B test ยท Referral

Optimizing Referral Link CTAs

A gradient pill CTA lifted referral link click-through from 0.07% to 0.99% in a four-day test

Screenshot of a social media scheduling interface showing various jewelry images and post templates for Instagram, Pinterest, and Facebook.

Usability test ยท Not launched

Automating Social Content Creation

4 of 4 testers found the instant product import easy; a reorg ended the project before launch