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 · Survey

Splitting One Overloaded Screen Into Two Steps

One crowded survey screen was holding shoppers back. Giving each task its own step lifted Headphones Check progression 29.6% and sales leads 6.92%.

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 · Checkout

Fixing Password Errors at Checkout

About 1,000 shoppers a month hit a password error and checkout, and 22% never came back. Clearer feedback lifted account-to-order 7.0%

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 · Card sort

What Matters Most to Hesitant Hearing-Aid Shoppers

Speech clarity beat price. It ranked first (60%), ahead of price and fit (47% each), and it validated positioning for the move to over-the-counter.

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 · Onboarding

Deferring Account Setup

What if new users saw the product before setting anything up? I moved account setup later, so they reached 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 · Referral

Optimizing Referral Link CTAs

One gradient pill button took 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 · Not launched

Automating Social Content Creation

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