ENTERPRISE FUNNEL
ARCHITECTURE UX Optimization & Retention Logic
UX Architecture
User Flow

UX OPTIMIZATION &
RETENTION LOGIC

Technical Optimization of High-Traffic Funnels. This case study focuses on the architectural overhaul of a legacy e-commerce checkout. Using GA4 Funnel Exploration and behavioral heatmaps, I identified critical friction points and led the migration from a complex 7-step process to a streamlined 3-step guest checkout, significantly reducing drop-offs at the account creation stage.

Project Information
Year
2022 - 2024
Focus
CRO, GA4, UX Arch
Role
Performance Director / UX Lead
ARCHITECTURE

REMOVING
FRICTION

The Problem: Data revealed a 60% drop-off at "Account Creation".
The Solution: Dismantled gatekeeping. Implemented "Guest Checkout" logic, reducing path-to-purchase from 7 steps to 3.
Result: +10% conversion rate uplift.

RETENTION ENGINE

ALGORITHMIC
RETARGETING

Moved from static banners to dynamic flows serving specific product data based on the user's last interaction point (Cart vs. Category).

Recovered transaction volume increased by deploying relevance over frequency.
+1243%
Streamlined Checkout UI
More Work
Pango BW Pango Color
Automotive2021
Global Autommotive Data Platform
The objective was to transform a market-leading vehicle history provider from a ..
Master Channel BW Master Channel Color
FOOD2022
PLATEP ECOSYSTEM
The meal-kit market is saturated with transactional delivery apps. To differentiate,...
Eyes BW Eyes Color
FOUNDER2025
ROCKPAPER RUNWAY
Rockpaper Runway is the culmination of my experience as a builder....
EXPLORE NOW