Category: Growth

Categories
Affiliate Backend eCommerce Frontend Full-Stack Growth supply-side

Selling More

(Shop It To Me : 6/10-7/12)

Results

  • Iterating with Product to scope, implement (Rails w/MySQL,) and A/B-test pixel-perfect sign-up/refer-a-friend/search/browse/opt-out/profile experiences
  • Drove conversions in the form of signups, virality, and clicks for not only our flagship web and email products (used by 4M+ users) but also eight new product launches
  • Architected company’s newest Ember.js-based product
  • Quickly integrated into a small, fast-moving, startup engineering team
  • Became proficient in all things Rails
  • Ensuring quality through the use of code reviews, TDD, unit, functional, integration, and regression tests under continuous integration, testing plans, and mentoring/pairing to deliver functionality, fix bugs, refactor legacy code, and transfer knowledge
  • Have assumed lead (primarily frontend) responsibilities while reporting directly to CTO
  • Established F2E guidelines and best practices
  • Architected the company’s newest product, an Ember.js-based Single Page Application
  • Leveraged Facebook, Twitter, and Pinterest APIs to increase our social reach (including the use of Facebook Connect and the Like Button during signup and tell-a-friend experiences)
  • Prototyped iPhone app for user to navigate item stream during in-house Hackathon
  • Contributed improvements to our Nokogiri-based data-harvesting framework.
Categories
eCommerce Frontend Growth Innovation supply-side

Product Page Improvements

(Shop It To Me : 10/11-11/11)

To keep the user on-network, we created an on-site details page. We explored different MVPs which partially leveraged the metadata already present in our inventory, partially as they were intended to aggregate content from the retailers.

Here are a few concepts we vetted as MVPs

The following screenshot shows that we even tried our hand at soliciting reviews as UGC

… before finally settling on this as the (now retired) final product.

Results

  • created an on-site details page to boost checkout conversion
  • worked 1:1 with Product to prioritize features
  • prototyped MVPs using Photoshop
  • implemented all aspects of the frontend under a sprint schedule
Categories
eCommerce Frontend Growth Innovation Prototyping supply-side

Popup Shop

(Shop It To Me : 7/11-8/11)

With a number of in-house domain experts in the world of fashion, we decided to put that knowledge to use by having Product curate items into pop-up shops, or internally known as events.

I built the web frontend as well as the CRUD tool for management.

basic popup-shop example

Results

  • Created a popup-shop infrastructure
  • Implemented admin tool for Product to curate events using apparel items from our database
  • Added features as A/B-tested experiments to drive clicks
Categories
eCommerce Frontend Growth Prototyping supply-side

Structured Search

(Shop It To Me : 3/11-5/11)

Our Search product is a good one, but we want to give users even more power to find what they’re looking for, so we devised “On The Lookout.”

To begin with, we sent out several variations of invite emails (like the following) to a small sample set of our userbase.

We leveraged our flagship email product as a marketing channel for this initiative as well; here’s what it looked like as a ‘hook’ for a user to set their search query

… and here are four of the variations of landing pages we tested as the user would see them from the ‘hook’

Once a search query was chosen, the user would then see something like the following in their next email

This product has been retired.

Results

  • implemented novel way allowing user to explicitly formulate a structured search query
Categories
crm eCommerce Frontend Growth NUX supply-side

Improving the Acquisition Funnel

(Shop It To Me : 2/10-5/10)

Our four-page flow has proven itself time and again, but in order to drive even more signups, I’ve put in experiments on

  • the number and styles of brands a user can choose from (step two)
  • the messaging (copy) and layout (throughout signup)
  • the types and number of mandatory sizes and categories a user must choose (step three)
  • the form fields of the profile creation (step four, final)
  • content and layout of the confirmation email received by the user
  • …and others

Below you’ll find just a sample of these kinds of experiments.

Here are three of the five variations on our final step, the profile page, in a bid to leverage the SSO benefits of FB Connect (click for larger views)

For one experiment in the signup process, we attempted to simplify choosing brands by creating style profiles. The idea was to make it easier for users to signup based on some curated indices (click for a larger view)

Here are a couple of the many landing-page variations we’ve tried when a potential new user is referred from a friend (click for larger view.)

In the following example, we have the original confirmation email as contrasted with a simple design (of my own) I implemented (design and implementation as email in one hour, click for larger assets/images.)

Results

  • Implemented several A/B tests that increased signup conversion by 3-10%
  • Refactored workflow engine while pairing to enable signup for alternative flows used in A/B testing