Growth Experimentation
As Greenlight's website was a primary growth channel, we were constantly designing, testing, and scaling experiences to drive conversion across web ecosystems including registration, homepage, landing pages, and content platforms. Guided by OKRs, behavioral data, and user insight, this work focused on improving registration conversion and informing 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
Product design
Growth
Experimentation
A/B testing
Web
Growth Experimentation
As Greenlight's website was a primary growth channel, we were constantly designing, testing, and scaling experiences to drive conversion across web ecosystems including registration, homepage, landing pages, and content platforms. Guided by OKRs, behavioral data, and user insight, this work focused on improving registration conversion and informing 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
Product design
Growth
Experimentation
A/B testing
Web
Growth Experimentation
As Greenlight's website was a primary growth channel, we were constantly designing, testing, and scaling experiences to drive conversion across web ecosystems including registration, homepage, landing pages, and content platforms. Guided by OKRs, behavioral data, and user insight, this work focused on improving registration conversion and informing 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
Product design
Growth
Experimentation
A/B testing
Web
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
In close partnership with Product Management, I led growth experimentation to improve registration across Greenlight’s web experience. 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.
Opportunity framing
1. Prioritizing growth
We used business goals and behavioral data to pinpoint where parents hesitated or stalled—focusing effort on the opportunities most likely to move registration forward.
2. Smoothing friction
We identified high-traffic moments where outdated interactions or unclear hierarchy created friction—creating opportunities to refine existing patterns without rebuilding.
3. Net-new designs
Some signals called for new approaches—leading us to explore fresh layouts, interaction patterns, and tools that better communicated value and reduced hesitation.
Opportunity framing
1. Prioritizing growth
We used business goals and behavioral data to pinpoint where parents hesitated or stalled—focusing effort on the opportunities most likely to move registration forward.
2. Smoothing friction
We identified high-traffic moments where outdated interactions or unclear hierarchy created friction—creating opportunities to refine existing patterns without rebuilding.
3. Net-new designs
Some signals called for new approaches—leading us to explore fresh layouts, interaction patterns, and tools that better communicated value and reduced hesitation.
Opportunity framing
1. Prioritizing growth
We used business goals and behavioral data to pinpoint where parents hesitated or stalled—focusing effort on the opportunities most likely to move registration forward.
2. Smoothing friction
We identified high-traffic moments where outdated interactions or unclear hierarchy created friction—creating opportunities to refine existing patterns without rebuilding.
3. Net-new designs
Some signals called for new approaches—leading us to explore fresh layouts, interaction patterns, and tools that better communicated value and reduced hesitation.
The outcome
Some signals pointed to opportunities that called for new design approaches—leading us to explore fresh layouts, interaction patterns, and tools that better communicated value and reduced hesitation.
The outcome
Some signals pointed to opportunities that called for new design approaches—leading us to explore fresh layouts, interaction patterns, and tools that better communicated value and reduced hesitation.
The outcome
Some signals pointed to opportunities that called for new design approaches—leading us to explore fresh layouts, interaction patterns, and tools that better communicated value and reduced hesitation.
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.
Prioritization framework
Choosing when to go deep
Depth varied by risk and impact, allowing us to move quickly where signals were clear, then slow down where assumptions needed pressure-testing.
Pressure-testing assumptions
For higher-stakes ideas, we used qualitative input to understand how parents interpreted value and tradeoffs, helping us refine direction before committing them.
Narrowing the ideas
Early exploration helped us quickly rule out weaker directions and align on a focused set of ideas worth taking into design and production.
The outcome
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.
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.
Prioritization framework
Choosing when to go deep
Depth varied by risk and impact, allowing us to move quickly where signals were clear, then slow down where assumptions needed pressure-testing.
Pressure-testing assumptions
For higher-stakes ideas, we used qualitative input to understand how parents interpreted value and tradeoffs, helping us refine direction before committing them.
Narrowing the ideas
Early exploration helped us quickly rule out weaker directions and align on a focused set of ideas worth taking into design and production.
The outcome
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.
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.
Prioritization framework
Choosing when to go deep
Depth varied by risk and impact, allowing us to move quickly where signals were clear, then slow down where assumptions needed pressure-testing.
Pressure-testing assumptions
For higher-stakes ideas, we used qualitative input to understand how parents interpreted value and tradeoffs, helping us refine direction before committing them.
Narrowing the ideas
Early exploration helped us quickly rule out weaker directions and align on a focused set of ideas worth taking into design and production.
The outcome
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.
03
Design & Launch
Taking the strongest ideas into production
With a clear set of directions to move forward, we shifted from exploration into execution—taking the strongest ideas into production. 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 designed and shipped new components and systems that felt cohesive, on-brand, and ready for live experimentation.
Our process
Designing new building blocks
A mix of new components and targeted refinements—including calculators, interactive modules, and flexible hero systems—supported experimentation within the design system.
Building to scale
Work ranged from small visual polish to larger layout updates, all designed to ship quickly without breaking system or brand consistency.
Prototyping for production
High-fidelity prototypes helped test interactions and edge cases early, ensuring designs were ready for a smooth, fast handoff to engineering.
The outcome
Delivered production-ready designs through close collaboration with engineering and partner teams, ensuring experiments felt cohesive, on-brand, and ready to scale.
03
Design & Launch
Taking the strongest ideas into production
With a clear set of directions to move forward, we shifted from exploration into execution—taking the strongest ideas into production. 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 designed and shipped new components and systems that felt cohesive, on-brand, and ready for live experimentation.
Our process
Designing new building blocks
A mix of new components and targeted refinements—including calculators, interactive modules, and flexible hero systems—supported experimentation within the design system.
Building to scale
Work ranged from small visual polish to larger layout updates, all designed to ship quickly without breaking system or brand consistency.
Prototyping for production
High-fidelity prototypes helped test interactions and edge cases early, ensuring designs were ready for a smooth, fast handoff to engineering.
The outcome
Delivered production-ready designs through close collaboration with engineering and partner teams, ensuring experiments felt cohesive, on-brand, and ready to scale.
03
Design & Launch
Taking the strongest ideas into production
With a clear set of directions to move forward, we shifted from exploration into execution—taking the strongest ideas into production. 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 designed and shipped new components and systems that felt cohesive, on-brand, and ready for live experimentation.
Our process
Designing new building blocks
A mix of new components and targeted refinements—including calculators, interactive modules, and flexible hero systems—supported experimentation within the design system.
Building to scale
Work ranged from small visual polish to larger layout updates, all designed to ship quickly without breaking system or brand consistency.
Prototyping for production
High-fidelity prototypes helped test interactions and edge cases early, ensuring designs were ready for a smooth, fast handoff to engineering.
The outcome
Delivered production-ready designs through close collaboration with engineering and partner teams, ensuring experiments felt cohesive, on-brand, and ready to scale.
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.
Decision framework
Using clear signals
We evaluated experiments using performance data to determine whether changes meaningfully improved registration momentum.
Scaling what worked
Successful designs were rolled out across relevant entry points to create a more consistent acquisition experience.
Iterating with intent
Lower-performing ideas guided rapid iteration, while successful designs scaled across entry points.
Decision framework
Using clear signals
We evaluated experiments using performance data to determine whether changes meaningfully improved registration momentum.
Scaling what worked
Successful designs were rolled out across relevant entry points to create a more consistent acquisition experience.
Iterating with intent
Lower-performing ideas guided rapid iteration, while successful designs scaled across entry points.
Decision framework
Using clear signals
We evaluated experiments using performance data to determine whether changes meaningfully improved registration momentum.
Scaling what worked
Successful designs were rolled out across relevant entry points to create a more consistent acquisition experience.
Iterating with intent
Lower-performing ideas guided rapid iteration, while successful designs scaled across entry points.
The outcome
Delivered production-ready designs through close collaboration with engineering and partner teams, ensuring experiments felt cohesive, on-brand, and ready to scale.
The outcome
Delivered production-ready designs through close collaboration with engineering and partner teams, ensuring experiments felt cohesive, on-brand, and ready to scale.
Web Product Dashboard
Website Redesign
Know Your Flow Quiz
Growth Experimentation
Website Redesign
Know Your Flow Quiz
Web Product Dashboard
Website Redesign