Work

Using Behavioral Design Principles, I identified a UX/UI barrier on Ruggable's PDP that I hypothesized was impacting the core funnel. We user tested & A/B tested a PDP design variation, which ultimately improved ATC rate, CVR, and RPV.

Improve the PDP conversion funnel. Ruggable's PDP was overwhelming—featuring 20+ variant options in a single viewport to choose from, leading to cognitive overload/analysis paralysis, impacting the core funnel.

• ●Designed, in collaboration with UX/UI, a new guided UI to reduce choice from 20+ → 3/4 by categorizing choices (Size/Color/Rug Type) and consolidating the selectors within an 'Accordion' UI.
• ●Hypothesized the 'Accordion UI' would reduce choice significantly, removing congnitive overload & a key pyschological barrier to ATC, while still relying on the power of defaults to reduce friction.
• ●User tested the 'Accordion UI' with unmoderated user tests leveraging UX/UI prototypes. Received positive feedback and minor criticisms that we incorporated into the R2 designs.
• ●Architected a structured A/B test targeting users who interacted with the Rug PDP at 60% Traffic. Primary metric: ATC Rate; Guardrail metrics: CVR, RPV & AOV. Ran for 2 weeks to get a good blend of traffic and to achieve significance.
• ●Analyzed results across cohorts—new vs. returning, device type, core marketing channels—in partnership with the data science team.
• ●Overall results were stat sig positive in ATC Rate, CVR and RPV. Consistent impact across devices + core marketing channels. Outsized impact on new users with positive gains for returning users.
• ●Ran an incrementality analysis and showcased the results to the C-Suite and cross-functional leadership teams in a structured presentation touting the team's success.

17% increase in ATC rate, 6% increase in CVR, 5% increase in RPV, and millions in incremental ARR. Leveraging the power of behavioral design to produce measurable business impact.