Impacts at Strava
Improving usage and growth
While working on the growth team, we had to find opportunities to optimize conversion.
Process:
I conducted interviews and reviewed the existing experience in order to create a user persona to define the core audience we were trying to reach. I also employed a max/diff survey to better understand engagement opportunities.
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Outcome:
Improve web sign ups annually by $230,000 and web user sign ins by 40%.
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Identify a core feature as an integral part in helping upsell the product and championing for resources to be put towards improving the feature.
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Streamlining Efficiency
The research team had no consistency between documentation and were often using outdated products that were not adaptable to our needs.
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Process:
Negotiated contracts for new user testing and suvey anlysis tools and led the onboarding process for the team and interested partners. I also worked with the legal and analytics team to streamline data collection without impacting user privacy concerns.
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Outcome:
This improved overall time spent on projects by over two days and introduced cross-functional partners to research tools.
Engaging new audiences
The trust and safety team saw an opportunity to enhance our existing privacy features in an effort to expand our audience type.
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Process:
I led an initiative on how non traditional users were impacted on our platform. I owned all aspects of research from recruitment of users to creation of user insights (including user journeys) that led to the redesign of our safety features to better reflect the needs of our users.
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Outcome:
Through these interactions we increased the amount of activities publicly shared across the platform, usage of safety features, and created marketing opportunities to expand our audience base.
