Work
Five case studies, from global funnels to the store floor
Figures are rounded or indexed.
20×+gap in order rate traced to a forced login at checkout
Why US shoppers weren't converting
Fewer than 3 in 1,000 visitors bought. I traced the loss to product-page dead ends and a checkout that punished logging in.
Read the case study →3new tools on the roadmap from fieldwork in 4 cities
Redesigning an in-store sales app around consultants
Half of walk-ins had shopped online first, but the app consultants used in store could not see it.
Read the case study →130+buyers, non-buyers and consultants in one mixed-methods study
Why a new jewellery line wasn't landing
The barrier was trust and recall, not price. Quality and naming fixes shipped.
Read the case study →~4 in 5sales came from new visitors, who converted under 0.5%
Refocusing the global homepage on first-time visitors
A benchmark of 9+ brands and a workshop with designers set the redesign direction.
Read the case study →20%off, in loyalty points that shoppers were leaving unused
A checkout audit across two markets
Invisible balances, a failed payment that sent people backwards, and forced re-login for guests.
Read the case study →Smaller studies and internal-tool work
- Savings plan instalments10 steps to pay, cut down. Fix is live.
- Shopping in HindiHinglish copy and text beside icons for Tier 2/3.
- Loyalty in storeSyncing what consultants know about regulars to the app.
- Customer profile auditOne layout for what consultants check first.
- Online-to-offline journeysLed to better images and a request-design feature.
Have a funnel that leaks?
I'm open to remote and hybrid roles, and to contract projects.