Kickstarting Experimentation Culture & Boosting Revenue
Through UX-led collaboration and workshopping, I demonstrated that product-driven strategy and problem solving yields real results, and highlights the power of cross-functional ideation.
The Challenge
Despite steady sign-ups, edX was experiencing fewer conversions from free trials to paid certificates, leading to uncaptured revenue.
My task was to come up with ideas to improve this metric.
Actions Taken
Rallied the team and multiplied our ideas
First, I defined the strategic approach, secured buy-in from team leads, crafted a clear problem statement, and actionable “How Might We” questions.
I led a remote design sprint, which included a two-part workshop using FigJam. The workshop included the engineering squad, manager, product manager, and two product designers.
We generated dozens of ideas, and I led the product and engineering managers through an impact/effort prioritization analysis.
Designed and tested our top ideas
With our priorities aligned, I explored potential solutions by quickly creating dozens of versions.
To achieve team alignment and resolve design challenges, I user tested options and presented findings to my team.
I also supported the implementation of an Optimizely A/B test to measure the potential impact of the designs.
Drove momentum with data collection
With our first experiment up and running, I revisited our priorities, and planned an in-app survey and card sort.
With supporting data, I designed the next round of messaging-based experiments.
Results
Immediate Conversion Boost
+40%
conversion rate
+$1M
annual revenue
We achieved a significant improvement in upgrade rates, galvanized trust with product management, and paved the way for future experimentation.
Established an ongoing improvement cycle
We successfully demonstrated a culture of experimentation and data-driven decision-making not only for this team, but for the wider UX team and engineering organization.
Efficiency in UX Processes: A focused and adaptable UX approach can deliver significant results without exhaustive timelines.
Power of Collaboration: Involving cross-functional teams enhances innovation and fosters a culture of shared ownership.
Importance of Data-Driven Decisions: Leveraging user feedback and testing leads to solutions that effectively meet user needs and business goals.