Growth Experimentation
As Greenlight’s website was a primary growth channel, we were continuously designing and testing across key surfaces. Guided by OKRs, behavioral data, and user insight, this work significantly improved conversion and shaped long-term product strategy.
Role
As Digital Design Director, I worked in tandem with my partner Product Manager to gather data and business goals to concept, execute, prototype, and iterate.
Strategy + approach
01
Identify opportunities
02
Explore & prioritize
03
Design & launch experiments
04
Validate, learn, and scale
My work involved
Web Product Design
Growth
Experimtation
A/B Testing
Growth Experimentation
As Greenlight’s website was a primary growth channel, we were continuously designing and testing across key surfaces. Guided by OKRs, behavioral data, and user insight, this work significantly improved conversion and shaped long-term product strategy.
Role
As Digital Design Director, I worked in tandem with my partner Product Manager to gather data and business goals to concept, execute, prototype, and iterate.
Strategy + approach
01
Identify opportunities
02
Explore & prioritize
03
Design & launch experiments
04
Validate, learn, and scale
My work involved
Web Product Design
Growth
Experimtation
A/B Testing
Growth Experimentation
As Greenlight’s website was a primary growth channel, we were continuously designing and testing across key surfaces. Guided by OKRs, behavioral data, and user insight, this work significantly improved conversion and shaped long-term product strategy.
Role
As Digital Design Director, I worked in tandem with my partner Product Manager to gather data and business goals to concept, execute, prototype, and iterate.
Strategy + approach
01
Identify opportunities
02
Explore & prioritize
03
Design & launch experiments
04
Validate, learn, and scale
My work involved
Web Product Design
Growth
Experimtation
A/B Testing
01
Identify opportunities
Turning signals into focused growth bets
With parents evaluating a financial product for their families, we focused on building clarity, trust, and momentum at the top of the funnel through targeted homepage, landing page, and SEO-driven experiments.
01
Identify opportunities
Turning signals into focused growth bets
With parents evaluating a financial product for their families, we focused on building clarity, trust, and momentum at the top of the funnel through targeted homepage, landing page, and SEO-driven experiments.
Approach
Framing opportunity areas
Prioritize growth
Pinpointing areas of hesitation to prioritize opportunities most likely to drive registration.
Increase retention
Identifying high-traffic moments with usability gaps to refine patterns and reduce friction.
Iterate or Innovate
When signals called for new approaches, we explored fresh layouts, interactions and tools.
Establish clarity + trust
Refined messaging, content structure, and functionality to create a more intuitive and dependable experience.
Approach
Framing opportunity areas
Prioritize growth
Pinpointing areas of hesitation to prioritize opportunities most likely to drive registration.
Iterate or Innovate
When signals called for new approaches, we explored fresh layouts, interactions and tools.
Increase retention
Identifying high-traffic moments with usability gaps to refine patterns and reduce friction.
Establish clarity + trust
Refined messaging, content structure, and functionality to create a more intuitive and dependable experience.
Approach
Framing opportunity areas
Prioritize growth
Pinpointing areas of hesitation to prioritize opportunities most likely to drive registration.
Iterate or Innovate
When signals called for new approaches, we explored fresh layouts, interactions and tools.
Increase retention
Identifying high-traffic moments with usability gaps to refine patterns and reduce friction.
Establish clarity + trust
Refined messaging, content structure, and functionality to create a more intuitive and dependable experience.
These categories gave structure to the problem, giving us a confident runway to the design phase.
Outcome
02
Explore & prioritize
Shaping testable, flexible ideas
Once opportunity areas were identified, we explored multiple design directions and narrowed them into clear, testable ideas. The level of exploration varied by surface and potential impact—some ideas moved quickly into live experiments, while others required more upfront thinking to pressure-test assumptions around value, pricing, or positioning before shipping.
Approach
Establishing priorities
Choosing when to move quickly vs. go deep
Pressure-testing assumptions about our users
Aligning on a focused set of ideas
Validated high-impact top-of-funnel design changes that improved registration momentum and shaped how Greenlight approaches acquisition across homepage, landing pages, and SEO entry points.
Outcome
02
Explore & prioritize
Shaping testable, flexible ideas
Once opportunity areas were identified, we explored multiple design directions and narrowed them into clear, testable ideas. The level of exploration varied by surface and potential impact—some ideas moved quickly into live experiments, while others required more upfront thinking to pressure-test assumptions around value, pricing, or positioning before shipping.
Approach
Establishing priorities
Choosing when to move quickly vs. go deep
Pressure-testing assumptions about our users
Aligning on a focused set of ideas
Validated high-impact top-of-funnel design changes that improved registration momentum and shaped how Greenlight approaches acquisition across homepage, landing pages, and SEO entry points.
Outcome
02
Explore & prioritize
Shaping testable, flexible ideas
Once opportunity areas were identified, we explored multiple design directions and narrowed them into clear, testable ideas. The level of exploration varied by surface and potential impact—some ideas moved quickly into live experiments, while others required more upfront thinking to pressure-test assumptions around value, pricing, or positioning before shipping.
Approach
Establishing priorities
Choosing when to move quickly vs. go deep
Pressure-testing assumptions about our users
Aligning on a focused set of ideas
Validated high-impact top-of-funnel design changes that improved registration momentum and shaped how Greenlight approaches acquisition across homepage, landing pages, and SEO entry points.
Outcome
03
Design & Launch
Taking the strongest ideas into production
With a clear set of directions to move forward, we shifted from exploration into execution. Experiments ranged from lightweight iterations to net-new design work, often building on patterns that were already performing well. In close partnership with engineering, we shipped new components and systems that felt cohesive, on-brand, and ready for live experimentation.
Approach
Designing for development
Creating new building blocks
Building to scale
Prototyping for production
Delivered production-ready designs through close engineering and partner team collaboration, ensuring experiments felt cohesive, on-brand, and ready to scale.
Outcome
03
Design & Launch
Taking the strongest ideas into production
With a clear set of directions to move forward, we shifted from exploration into execution. Experiments ranged from lightweight iterations to net-new design work, often building on patterns that were already performing well. In close partnership with engineering, we shipped new components and systems that felt cohesive, on-brand, and ready for live experimentation.
Approach
Designing for development
Creating new building blocks
Building to scale
Prototyping for production
Delivered production-ready designs through close engineering and partner team collaboration, ensuring experiments felt cohesive, on-brand, and ready to scale.
Outcome
03
Design & Launch
Taking the strongest ideas into production
With a clear set of directions to move forward, we shifted from exploration into execution. Experiments ranged from lightweight iterations to net-new design work, often building on patterns that were already performing well. In close partnership with engineering, we shipped new components and systems that felt cohesive, on-brand, and ready for live experimentation.
Approach
Designing for development
Creating new building blocks
Building to scale
Prototyping for production
Delivered production-ready designs through close engineering and partner team collaboration, ensuring experiments felt cohesive, on-brand, and ready to scale.
Outcome
04
Validate & scale
Deciding what to scale
Once experiments were live, we relied primarily on performance data to evaluate impact. Designs that showed clear lift were scaled quickly across acquisition surfaces, while lower-performing tests helped narrow future directions—allowing the team to maintain momentum without over-optimizing what already worked.
04
Validate & scale
Deciding what to scale
Once experiments were live, we relied primarily on performance data to evaluate impact. Designs that showed clear lift were scaled quickly across acquisition surfaces, while lower-performing tests helped narrow future directions—allowing the team to maintain momentum without over-optimizing what already worked.
Approach
Creating a decision framework
1
Using clear signals
We evaluated experiments using performance data to determine whether changes meaningfully improved registration momentum.
2
Scaling what worked
Successful designs were rolled out across relevant entry points to create a more consistent acquisition experience.
3
Iterating with intent
Lower-performing ideas guided rapid iteration, while successful designs scaled across entry points.
Approach
Creating a decision framework
1
Using clear signals
We evaluated experiments using performance data to determine whether changes meaningfully improved registration momentum.
2
Scaling what worked
Successful designs were rolled out across relevant entry points to create a more consistent acquisition experience.
3
Iterating with intent
Lower-performing ideas guided rapid iteration, while successful designs scaled across entry points.
Approach
Creating a decision framework
1
Using clear signals
We evaluated experiments using performance data to determine whether changes meaningfully improved registration momentum.
2
Scaling what worked
Successful designs were rolled out across relevant entry points to create a more consistent acquisition experience.
3
Iterating with intent
Lower-performing ideas guided rapid iteration, while successful designs scaled across entry points.
Increased website conversions up to 27% with winning designs, propelling us to publish our learnings across different areas of the Greenlight experience.
Outcome
Web Product Dashboard
Website Redesign
Know Your Flow Quiz
Growth Experimentation
Website Redesign
Know Your Flow Quiz
Web Product Dashboard
Website Redesign