Growth and UX design
Company
Guru Technologies
Learnings
A/B Experimentation
Increasing conversion
Research-informed designs
For three years, I worked on the growth team at Guru Technologies. I designed and executed 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 by leveraging the entire user journey.
My role involved collaborating with the product team to develop assumptions, design experiences that allowed us to test those assumptions, while closely monitoring metrics.
Our build cycle and process
How did we determine a hypothesis?
Problems derived from customer insights, data analysis, qualitative research
Scoring, feasibility, impact potential with cross-functional teammates
How did we setup a test group?
Create testing cohorts, determine control/variant groups and manage data collection
Some of my favorite findings:
Something we got right: Giving users clear and actionable goals during their trial led to a better chance at conversion for their team, and more engagement by added teammates.
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.
