As a UX leader, I developed the vision and strategy needed for this project, based on extensive research. In this process, I built bridges between development, marketing and business intelligence. I let different departments join forces to attain a result that far exceeded the sum of its parts.

Not only did I lead the implementation process; I also headed the Conversion Rate Optimization (CRO) effort, introducing A/B testing as a first step. In this way, I created excitement about data-driven development by demonstrating that a single test can increase conversion by 42%.

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