(II)
Key Deliverables & Impact
My work directly contributed to significant improvements in overall conversion metrics and funnel stability by resolving major technical and experience gaps.
A. Strategic & Architectural Achievements
✎ Flow Parallelization (Product Setup):
Led the architectural redesign to restructure the funnel, separating mandatory info collection
from initial Product Setup. Designed transitional experiences that allowed heavy operational
work (e.g., Fraud/Ops Validation) to run in parallel with user input, immediately reducing
Time-to-Release.
Due to the complexity of dealing with legacy code and the critical
importance
of this flow for user acquisition, the project required 5 iterative design phases to reach the
final solution, ensuring technical feasibility while maintaining optimal user
experience.
The implementation drove an uplift in the overall Ordered-to-Activated
metric,
maximizing customer releases.
✎ UV Bundle Integration (Premium Product
Adoption): Designed the inclusion of the Ultravioleta (UV) premium account
bundle—previously only for existing customers—directly into the acquisition journey.
Given the product's strategic importance, this initiative required extensive stakeholder
management and cross-team alignment across Product, Engineering and Marketing teams to
ensure seamless integration.
Successfully integrated this high-value strategic product
early in the process, setting the
architectural stage for future multi-product integration and driving early adoption.
B. UX Robustness, Quality, and Inclusion
Focused on stabilizing the funnel by designing and validating high-impact micro-interactions, robust error-handling, and accessibility solutions.
✎ Conversion Rate Optimization (CRO): Executed the Gmail Redirect test using Google Single Sign-On, which allowed users to instantly verify their email, eliminating the manual step of switching apps and reducing drop-off. The Initiative resulted in significant increases in core conversion rates.
✎ Funnel Robustness and Data Quality: Redesigned
major generic error screens to allow affected users (due to network or backend issues) to
gracefully re-enter and continue the flow, resulting in a major conversion uplift.
Designed
solutions to prevent incorrect data entry (e.g., unaccepted characters in address fields) and
partnered with Logistics to improve the Address input flow, significantly reducing card delivery
problems caused by bad data quality.
✎ Inclusion & Accessibility Overhaul: Redesigned
the Screen Reader experience for the photo capture step ("Take Photos") to ensure the flow is
fully usable and inclusive for visually impaired customers.
Designed the flow to
correctly
collect the customer's Social Name during registration, ensuring legal and inclusive data
capture.