Case Studies
A selection of projects where design met strategy to produce measurable business outcomes. Click the visual wireframes to view the live project.
SaaS User Activation Redesign
My Role
High drop-off rates during the initial onboarding checklist, leading to churn before value realization.
The Challenge
High drop-off rates during the initial onboarding checklist, leading to churn before value realization.
Process
Execution
Leveraged data-backed design principles to restructure the user journey, followed by iterative testing to validate hypotheses.
Outcome
Increased activation rate significantly (placeholder).
“Reducing friction isn’t always the answer; sometimes adding “good friction” increases commitment.”
Pet DTC Storefront
My Role
High drop-off rates during the initial onboarding checklist, leading to churn before value realization.
The Challenge
High drop-off rates during the initial onboarding checklist, leading to churn before value realization.
Process
Execution
Leveraged data-backed design principles to restructure the user journey, followed by iterative testing to validate hypotheses.
Outcome
Increased activation rate significantly (placeholder).
“Reducing friction isn’t always the answer; sometimes adding “good friction” increases commitment.”
Roofing Firm Lead Gen System
My Role
Performance Marketer & CRO
The Challenge
Low lead quality and high CPA from existing broad-match search campaigns.
Process
Execution
Leveraged data-backed design principles to restructure the user journey, followed by iterative testing to validate hypotheses.
Outcome
Reduced CPA while improving lead qualification (placeholder).
“Matching landing page headlines exactly to ad copy is the single highest leverage activity for Quality Score.”