Map the journey
Connect acquisition, page experience, checkout, subscription, retention, and lifecycle touchpoints so friction is evaluated in context rather than one screen at a time.
Selected work01 02 03 01 02 03 04
Case study · Media + ecommerce
Consumer journeys — finding and removing friction
Connecting behavior, content, experimentation, and business goals across acquisition, checkout, subscription, retention, and ecommerce experiences.
End-to-endfrom acquisition through retention
Behaviorused to locate experience friction
Test + learnexperimentation as an operating rhythm
01 · Context
The problem worth solving
A conversion journey is rarely one page. Expectations are set in campaigns, clarified on landing pages, tested at checkout, and either reinforced or broken during the subscription and retention experience.
Across Lee Enterprises and my own ecommerce venture, Flip Grip, I worked across that full path—using behavior, campaign performance, content, and cross-functional delivery to identify where the experience could become more useful and easier to complete.
The design questionHow might we see the journey as one connected experience—and turn scattered performance signals into improvements a team can actually ship?
02 · The work
My contribution
Use evidence
Analyze user behavior, campaign and conversion performance, and qualitative feedback to form focused hypotheses about messaging, hierarchy, flow, and content.
Test and operationalize
Support A/B tests and experience updates, define useful performance measures, document workflows, and help partner teams carry learning into the next iteration.
What I owned or directly supported
- Customer-journey and conversion analysis
- A/B testing and experimentation support
- Page layout, messaging, and content improvements
- Cross-functional optimization with UX, product, engineering, and marketing
- Performance metrics and workflow documentation
- End-to-end ecommerce experience ownership for Flip Grip
03 · Outcome
Outcomes
Made friction visible across the broader customer journey instead of treating each touchpoint as an isolated problem.
Created clearer hypotheses for page, message, and flow improvements using behavior and performance evidence.
Supported a repeatable test-and-learn rhythm across subscription and conversion experiences.
Applied the same discipline end to end in an owned ecommerce product—from acquisition through conversion.
Some details are intentionally generalized to respect client, partner, and project confidentiality. Public links represent the broader digital ecosystem and are not intended to claim sole authorship of every element shown. Live websites may have changed since my work.