The work pictured here is from over two years experience designing and optimizing product for two rapidly scaling businesses, RevZilla Motorsports and CycleGear. During my tenure I’ve defined key performance indicators, diagnosed shortfalls, set direction, and led the product evolution to better solutions - working with stakeholders ranging from customers to the c-suite. Helping execute a successful product development process has allowed my team to test and deliver solutions to market that consistently modernize and accelerate business.

For the nine years since the company first started, RevZilla was running on separate desktop and mobile adaptive sites. In response to device trends and untapped revenue opportunities, the business needed to switch to a responsive platform. After an intensive year of research, requirements, testing, design, and development, we launched a completely overhauled experience that exceeded 1 to 1 performance expectations for the first year. We had successfully swapped code bases for a full replatform and redesign to a scalable, componentized design system. Post launch we measured a 16.03% increase in transactions year-over-year despite a 0.59% decrease in overall sessions. On mobile we had a 3.15% influx to sessions in tandem with an impressive 7.49% growth in conversion rate and our new custom tablet experience reduced our bounce rate by 38%. 

Interaction Design - Watch Component

As the UX and interaction design owner of our video "Watch" component, I worked with a front end developer to nail down timing and smooth out easing, while also defining all content and technical requirements with back end developers to deliver an engaging video carousel experience. 

Major objectives:

• As a core competency to the business, highlight video content starting at the top of the shopping funnel.

• Create a universal, centralized location to push original, frequently updated video content.

• Inspire and educate moto enthusiasts to explore relevent, taxonomically tailored video content with access to our full YouTube library.

Reference responsive wireframes in InVision.

CASE STUDY - USER INTERFACE TESTING & PERFORMANCE MONITORING

At launch of our site redesign, I ran an event audit to identify inconsistencies in our interface's performance across devices. Since product attribution is a vital task during a customer's shopping process, I had the hypothesis that the use of our "Filters" button may also be highly influential when pathing users to conversion.

When comparing the Google Analytics event "Facet - Add" on product browse pages, there were significantly more desktop events compared to mobile. However, since 55% of session traffic was from mobile and 38% from desktop we expected to see a majority of events from mobile sessions and were not. This prompted me to look into “Facet - Add” event impact to conversion to determine impact. I found that sessions interacting with this event were way above the average conversion rate:

• Desktop browse sessions that interacted with filters were 2x as likely to convert.

• Mobile browse sessions that interacted with filters were 2.71x as likely to convert.

• Tablet browse sessions that interacted with filters were 2.53x as likely to convert.

As a potential high ROI enhancement, I set out to optimize the visual presentation of this feature for improved usability by setting up an A/B/C test monitoring clicks/engagement with the filter button. This visual optimization improved findability of the Filter Button, increased sessions that engaged with the Filter Button by 20% and increased add to cart by 3.2% of these sessions. Conversion rate dipped slightly with the influx of engagement, however since it was already well above average we ended up increasing overall revenue.


 

CASE STUDY - HUMANIZING THE BRAND

As a business, RevZilla wanted to humanize the ecomm experience to inform and accelerate decision making. After our redesign, RevZilla had a new look and needed to maintain the trust that came with our original "small shop" feel. As product owner, I worked with stakeholders to identify best practices within the industry, customer service core competencies, as well as short and longterm technical optimizations throughout the shop path. With a roadmap of Geek features identified as outside the scope of launch, this helped us position the construction of the back end with room to grow into these features. As the back end developer and I worked closely, we built a new system in our admin for the Customer Service team to maintain this content and dynamically generate new profiles as needed. In the end we produced a product that gave us the ability to showcase the passion and diversity behind our Geek expertise for increase reputability and direct engagement with our best in class customer service Gear Geeks.

CASE STUDY - OPTIMIZING ON-SITE SEARCH

The RevZilla and Cycle Gear on-site search experience was barebones and was not meeting today's highly powered search standards. Without a highly tuned and custom search we would lose out on both sales and repeat sessions. As product owner, the goal was to maintain search depth and conversion rate for launch as we prepared to switch vendors. Later releases would focus on including new front end features and improved results through customized search logic.  

Comparing vendors we rigorously QA'ing over 500 of our top search terms for weeks and tuned relevancy accordingly. While our prospective vendor's configuration was complex, it allowed us to massively improve result sets by making instant changes at a query or product attribute level. When we reached a state of confidence we shipped a 50/50 AB test to compare vendors. 

Within the scope of MVP, we exceeded expectations by simultaneously improving search logic, maintaining conversion rate, increasing average order value, and reducing bounce rates of key terms. Release two will include type-ahead functionality in the header's global search input and instant search on our search result pages.

Before tech and motorcycles I was into visual design and fashion…