In a previous lifetime …

Texture Personalization

It started out with a simple question - do users prefer to engage with personalized or editorially curated content?

Launching a personalized newsfeed was a journey of many stages involving close partnership with data science, engineering, and marketing to build, test, and refine the recommendations output. I learned a lot about data modeling, cleaning and classifying data, and most importantly, how to define and push an open-ended R&D project forward.

Results:

  • 150% lift over New & Noteworthy (editorially curated feed) based on time spent and # articles read

  • Moved to 1st position on screen after 2 weeks being top performing feed in app

A/B Testing & Site Optimization

I discovered my passion for UX while doing testing & optimization at T-Mobile. With a little javascript magic, I modified and A/B tested different variants of the site. The best part was being able to tie data to the results and convince business owners to make changes. I learned that good UX leads to better business $$$ and that even small changes can make a significant difference.

One of our most successful and simple tests was adding self-service links for frequent call drivers to the Contact Us page.

Results:

  • Reduced calls to care team by 1.81% with 99% confidence (a significant $$$ savings)

  • Increased change plans conversions by 23% with 90% confidence

  • Increased change services conversions by 23% with 99% confidence