Reimagining UX, experimentation, and collaboration to shift a mission-based EdTech startup toward profitability and product clarity.
Brand
BEGiN Learning
Year
2020-2023
UX / Product Strategy
Conversion Rate Optimization (CRO)
Funnel & Onboarding Redesign
Experimentation Frameworks
Leadership & Collaboration
Cross-Functional Team Building
Design Systems & Scalable UI
UX Research Integration & Mentorship
Rewriting the web playbook : What happens when design leads with data, heart, and strategy.
In the wake of Apple’s IDFA changes and increased platform fees, HOMER needed to pivot its acquisition strategy and raise web-based trial start rates (TSR). I led the transformation of the web experience — from redesigning the homepage and onboarding funnel to building a cross-functional Experimentation Squad from scratch.
Our north star: increase web conversion while creating a user-centered, research-informed strategy that aligned design, development, data, and marketing around shared insights.
PMS 294 C
C100 M69 Y7 K30
#312F74
Pantone® 1795 C
C19 M90 Y79 K9
#a50834
Pantone® 128 C
C3 M14 Y76 K0
#f9d55c
Pantone® 663 C
C02 M01 Y01 K00
#f7f7f7
Challenges
Low Web Conversion
Trial Start Rate (TSR) on web was only 1%.
Platform Fee Pressure
High mobile app store fees threatened profitability.
Rigid Infrastructure
Existing CMS and workflows blocked experimentation.
Design Underleveraged
Design lacked a voice in strategic decision-making.
Approach
Built the Squad
Founded and led a cross-functional Experimentation Team.
Modular Design Sprints
Created and tested flexible templates for faster iteration.
Data-Driven Feedback
Embedded Hotjar, UserTesting, and analytics loops into UX process.
Messaging with Empathy
Refined homepage language to meet real parent needs.
Outcomes
Conversion Growth
Web Trial-Start-Rate (TSR) increased from 1% to 5.5% in one year.
Strategic Trust
Design gained recognition as a key business partner.
Scalable Infrastructure
New systems enable continued testing and evolution.
Elevated UX & Brand
Unified the parent journey with character IP and cohesive design.
