Methods
Funnel analysis, mixed-effects modeling, experiment design, survey linkage
Case Study
Experimentation-Led Onboarding Redesign
Built an experimentation framework that reduced drop-off during activation.
Impact
Increased activation by 11% and improved week-1 retention.
Visual Vignettes
Product/feature mocks and data visualizations
A modular onboarding concept that stages cognitive load and introduces confidence cues at each step.
Experimental results showing where activation gains concentrated and how variance narrowed in later steps.
Case study narrative
Context
New users were abandoning setup at key friction points. Product and design teams had multiple hypotheses, but no shared measurement framework.
Approach
I combined clickstream funnel analysis with attitudinal survey data to identify where confidence and progress perception diverged. We prioritized three intervention points and ran controlled experiments with sequential testing.
Outcome
The redesigned sequence reduced first-session abandonment and made onboarding behavior more predictable across segments, enabling better planning for growth initiatives.