Role:
Design Lead (Experimentation)
Proposed experiment based on user research and funnel metrics. Created experiment plan, tracking metrics, and next steps.

Problem / Opportunity:
Only a fraction of potential customers were selecting to sign in on our landing page.

Hypothesis:
Potential customers view the action of signing up as the decision point in the user journey to decide whether they’ll commit to subscribing. However, they can’t find critical information like cost and renewal terms.

Prediction:
If we simplify the initial messaging to focus on the catalog and membership details, we’ll see more customers click on the sign up button.

Impact:
- Started initiative for design-led experimentation.
- Informed long term product roadmap
- Inspired organization to make data more reliable and experimentation possible.

Collaborators:
Research, Data, Design, PM teams.

Testimony:
”Collaborating on the Smart TV work during the brainstorming and ideation phase, was not only productive but also genuinely fun. Jimmy’s passion for growth and experimentation in UX design really shines through. I admire how research-driven and data-focused he is, and his willingness to rethink and iterate on solutions as new insights emerge truly reflects his growth mindset. His ability to leverage the design system, integrate motion design, and learn from others' expertise is impressive. His knack for analyzing user intent and providing simple, clear feedback—like improving strings—has been incredibly valuable.” - Ankita Panda, Senior Motion Designer

Testimony:
”I'm excited about the initiative Jimmy has shown on the work to improve the Smart TV experience for new customers. He’s really led the charge in understanding the audience, forming hypothesis about how we can help them, and leading the team in designing the customer experience. His push for experimentation in this experience has informed our roadmap and inspired engineering work to make our data more reliable and experimentation possible.” - Harrison Hoffman, Principal PM