Test the idea.
Measure the change.
I turn store insights into testable hypotheses, design clear variants and plan how to measure the result.
Storefront concepts with temporary Fellow product imagery. Layouts are illustrative, not client work or measured results.
Pour-over kettle
$198 Example priceA considered start to your morning.
More information below
Pour-over kettle
$198 Example priceA considered start to your morning.
Delivery details before checkout.
Good ideas still need evidence.
A new layout can look better without helping shoppers. A clear hypothesis and reliable tracking make it possible to understand what a change actually does.
Four steps.
Review analytics, customer feedback and the shopping journey.
Set a hypothesis, a primary metric and guardrails before launch.
Create a focused change that can be compared with the control.
Check data quality and uncertainty before deciding what to ship.
A clearer purchase decision
Clearer delivery information may reduce hesitation.
Eligible product-page visitors, randomly assigned.
Completed orders per visitor.
Revenue per visitor and checkout errors.
Same event definitions. One change under test.
One question. Two experiences.
Pour-over kettle
$198 Example priceA considered start to your morning.
More information below
Pour-over kettle
$198 Example priceA considered start to your morning.
Delivery details before checkout.
Result placeholder: conversion rate by variant
Result placeholder: revenue per visitor
Result placeholder: sample size and uncertainty
From the first idea to delivery.
- Research
- Hypothesis writing
- Test prioritisation
- Variant design
- Prototyping
- Measurement planning
- Results review