UX Case Studies

$6M in Lost Opportunity: Finding Hidden Experience Issues

Case Study · Roadmap Discovery Through Data

A $6M opportunity was hiding in the data. By quantifying experience failures and building a business case, I made it visible to leadership and reframed how the roadmap gets built.

Role Experience strategy, data analysis, quantification
Partners Leadership, product, development
Stack Quantum Metric, Google Analytics, AI Analysis

Challenge

Make invisible experience problems visible and quantifiable so they could compete with technical priorities in the roadmap conversation.

Approach

  • Aggregated session replay, error logs, and behavioral data from Quantum Metric
  • Used AI to rapidly categorize patterns across thousands of sessions
  • Quantified impact: users hitting issues, bounce rates, retention recovery scenarios
  • Built user stories and presented with clear business language to leadership

Outcome

$6M theoretical maximum opportunity $600K–$3M conservative scenarios Reusable methodology across platforms
Experience Strategy • UX-Led Optimization

Designing Confidence: How Guided Flows Turn Complexity into Clarity

Two step-based interfaces I led across luxury retail and subscription services. The goal was the same in both: reduce cognitive load, make progress obvious, and align the journey to the way humans actually decide.

Case Study · Build-your-own Engagement Ring

Shane Co. — Engagement Ring Customization Flow

Most jewelers sold pre-set rings. Allowing shoppers to select a setting and diamond separately was unusual and confusing at the time. The process needed to feel intuitive and reassuring. I led a three-step guided interface that mirrored an in-store consultation: Choose Setting → Choose Stone → Personalize.

Role Experience strategy, flow logic, analytics, experimentation
Partners UX, merchandising, engineering
Stack GA/GA4, A/B testing, session analysis

Challenge

Make a new interaction model feel obvious. Reduce confusion from separate setting and stone selection so shoppers move forward with confidence.

Approach

  • Defined step sequence and dependencies with UX and merchandising.
  • Pinpointed hesitation points with funnel and session analysis.
  • Added progress indicators, inline guidance, and simpler microcopy.

Outcome

−17% abandonment between steps 1 → 2 +22% completed customizations Pattern reused across future configurators
Case Study · Subscription Service

Quantum Fiber — Internet Service Checkout

The original checkout presented too many variables on one page: speed tiers, installation dates, and disclaimers crowded the experience. Users lost track of progress and abandoned before completion. I reframed the flow into four clear steps: Select Speed → Choose Start Date → Review Order → Submit Order.

Role Flow redesign, analytics, CRO roadmap
Partners UX, engineering, operations
Stack GA4, Quantum Metric, A/B testing

Challenge

Reduce cognitive overload and uncertainty during plan selection and scheduling. Give the experience structure so customers understand progress at a glance.

Approach

  • Mapped steps to friction points from analytics and session data.
  • Aligned transitions with API and data dependencies to maintain continuity.
  • Added eligibility reinforcement to build early confidence.

Outcome

+15% completed orders in Q1 −12% support calls about checkout Reusable template for future tests

Finding clarity in complex challenges

Whether it's simplifying a customer journey, reframing how leadership thinks about priorities, or turning invisible problems into visible opportunities, the pattern is the same: use data to understand friction, design the path forward, and measure what matters. I partner closely with teams across product, engineering, and leadership to deliver work that moves the needle.

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