$15.1M
Incremental
Revenue.
One Year.
A +45% year-over-year improvement, generated through a rigorous in-house experimentation and personalisation programme spanning multiple lines of business. Every dollar is traceable to a hypothesis, a test, and a decision.
Total incremental revenue in 2025
Year-over-year growth vs. $10.4M in 2024
Q4 alone — the strongest single quarter
Win Rate across 145 tests conducted in 2024
Killing the Carousel: The Bento Panel Revolution
The Challenge
The homepage relied on auto-scrolling carousels that users had learned to ignore. Banner blindness was suppressing click-through across every campaign — seasonal, promotional, and product-led alike.
The Approach
I designed and validated a static bento-grid layout across five sequential seasonal campaigns — from Rocktober to Black Friday. Variation 1 of the Rocktober bento drove +117.03% All Panel CTR; the $10 Pays campaign peaked at +291.21%. The bento format was then adopted as the homepage standard.
First-Party Data Driving the Homepage
Relative lift in Product Web Orders for returning customers with browsing history (6.39% vs 4.99%)
Personalisation scaled from RAC homepage to Acima marketplace, amplified via wishlist email campaigns
"Surfacing recently viewed products in the bento for returning customers wasn't a UX guess — it was a hypothesis built from first-party browsing data, validated in the wild."
Out of Stock Experience Redesign
The Insight
Out-of-stock product pages were a conversion black hole — users hit a dead end and left. Qualitative research revealed that users weren't opposed to alternatives; they simply weren't being offered any.
The Outcome
Redesigned the OOS PDP to surface substitute products and flexible options. Product Web Orders lifted +8.68–11.19%, Online Checkout conversions +35.74%, and Reservations +27.53%. A dead end became a revenue touchpoint.
More experiments. More evidence.
Modal for Social New Users
A targeted modal popup for users arriving via social channels — presented at the right moment in the flow — delivered +187.29% Online Checkout conversion for Social New Users, with a positive lift in Product Web Leads.
Value Props in the Bento Panel
Replaced default value propositions in the Feature Panel with research-backed messaging. In under two weeks the variation generated $53K in incremental revenue, proving the power of right-message, right-moment framing.
Remove Online Checkout Off-Ramps
Users were being given unnecessary exit points during the finance application flow. Redirecting them to the happy path improved Online Checkout conversion by +8.01% and cut Checkout Bounce by -6.32%.
RAC Declines → Brigit Cross-Sell
Rather than losing declined RAC customers entirely, I introduced a Brigit cross-sell path. Across 9,522 impressions: 827 clicks, 261 installs, 159 sign-ups, 108 bank connects, and 20 approvals — users retained in the Upbound ecosystem.
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Every result above started with a conversation and a hypothesis. Let's find yours.