As senior product designer, I played a key role in driving the company's e-commerce success throughout the entire customer journey. I led design and research on all phases of the subscription service user experience: acquisition, conversion, and retention.
Daily Harvest team: Jason Powers
Eissa Bonamo
JP Vega
Eben Timko
Project:Web and app
I led the redesign of a crucial SEO-optimized content platform, increasing its value for marketing, brand communications, and business development and ultimately enhancing customer acquisition.
For this project, I conducted qualitative research and analytics on existing editorial pages and reviewed news outlets, lifestyle brands, and social media platforms to identify best-in-class design practices. I created a robust design system and many templates and layouts that were easy-to-use, accessible, and flexible across content types. I fostered a robust, collaborative, cross-team environment merging business development, product management, marketing, and engineering teams, facilitating successful project execution.
A/B product testing for user retention and new user referral
Collaborating with a very small team, I developed and implemented design solutions that demonstrably increased customer revenue and expanded Daily Harvest’s customer base. Over several months, I partnered with two engineers and a product manager to design many experimental MVPs. Operating resourcefully and quickly within ambitious sprints, I created new features and functionalities for the mobile app and website, prioritizing user-centric design while increasing revenue per customer and SKU trial rates.
For our sampling test, I focused on using pre-existing communication touchpoints—the notification bar, the monthly cart review, the banner area—to alert the user about our sampling program. From there, I designed a new sampling feature that can be nested in our cart flow.
For our referral program test, I experimented with various ways to personalize the referral process, coming from one friend to another.