THE OPPORTUNITY
During my time at Endless Gain, I partnered with ecommerce brands across retail, pet care, beauty, and consumer products to identify friction in the purchase journey and uncover opportunities for growth. By combining behavioral psychology, user research, analytics, and A/B testing, I designed and validated experiences that helped customers make confident purchasing decisions.
• Conducted UX audits and analyzed customer behavior using analytics, heatmaps, and session recordings.
• Collaborated with CRO strategists, analysts, and developers to define experimentation roadmaps.
• Created hypotheses and designed A/B test variations grounded in behavioral science principles.
• Evaluated experiment outcomes and translated findings into scalable design recommendations.
Approach
Every optimization initiative followed a structured framework:
Research → Insight → Hypothesis → Experiment → Measure → Iterate
By leveraging principles such as Loss Aversion, Social Proof, Choice Architecture, Cognitive Load Reduction, and the Fogg Behavior Model, I designed solutions that aligned customer needs with business goals.
Selected Optimization Experiments
The following examples highlight how research, behavioral psychology, and experimentation were used to solve specific customer and business challenges across different ecommerce brands.
Experiment 1
Users are more likely to take action when motivation, ability, and a trigger align.
Experiment 2
Biometric research, visitor surveys, and customer interviews revealed that shoppers disliked spending extra money to qualify for free delivery. However, they responded positively when progress toward the reward was made visible and achievable.
Experiment 3
CHALLENGE
Analytics revealed that while users were viewing product pages, a significant number were leaving without adding products to their basket. Heatmap analysis showed that users were spending time reviewing product details but often missed key benefits that could influence purchase decisions.
Biometric research, visitor surveys, and customer interviews revealed that shoppers disliked spending extra money to qualify for free delivery. However, they responded positively when progress toward the reward was made visible and achievable.
Solution
People are generally more motivated to avoid losing a benefit than to gain an equivalent reward.
Experiment 4
Increasing Purchase Confidence Through Social Proof
CHALLENGE
Despite a strong product offering, users lacked sufficient trust signals to confidently make a purchase. Important credibility indicators such as customer ratings, media mentions, and industry recognition were not prominently visible during the decision-making process.
Industry research consistently shows that reviews, ratings, press coverage, and third-party endorsements help reduce perceived risk and increase trust during purchase decisions.
Solution
