Growth and
UX design
For three years, I worked on the growth team at Guru Technologies. I designed and executing experiments, driving design strategy, while collaborating with product managers and engineers to optimize the user experience from onboarding to conversion.
Why was our growth team created and what were our goals?
The core goal of this group was to engage users and drive retention. My role involved collaborating with the product team to develop assumptions, test them, and validate design choices through user testing. This process was grounded in thorough user research and data analysis, including segmentation to identify specific behaviors and pain points. By closely monitoring metrics, we iterated on designs and continuously optimized user flows.
Our focus was on several key product areas, including the first-time user experience (FTUE), general onboarding, and the plan selection through to the payment process.
Company
Guru Technologies
Learnings
A/B Experimentation
Increasing conversion
Research-informed designs
How did we determine what areas to work in?
For each experiment, our approach was driven by data—we used insights from user behavior, segment analysis, and direct feedback to guide design decisions and improve the overall user experience.
Our designs varied depending on the product area, but the core goals remained the same: to create thoughtful, frictionless experiences that keep users genuinely wanting to return.
Throughout our experiments, we consistently shared key findings with both direct stakeholders and the broader company. Below is an infographic highlighting a few of the experiments we conducted from 2019 to 2021.
Some of my favorite findings:
Something we got right:
A more visually prominent CTA with a clear action-focused button led to more card creation. Before, users were unclear what action would occur if they clicked the unclear (+) button.
Something we got wrong: Taking users to our integrations page instead of directly to the Chrome store led to a drop off in installations. Through research we learned users didn’t mind being redirected and preferred the direct approach, even if it was out-of-product.
An additional insight: Not all activation criteria should be treated equally for each team member, and order might make a difference.
Throughout our work, we had guiding principles that kept us aligned during projects and allowed us to ensure as a team our work matched our initial vision.
