Landing Page Experimentation

Role: Design Lead
I led our first design-driven experiment—shifting initiative ownership from PM and Data to Design. I successfully aligned cross-functional stakeholders (PM, Engineering, Data, Research, Marketing, Brand, Legal, and Design) around a unified experiment plan. Leveraged AI to help synthesize existing research and used that to help inform changes we wanted to test, and worked with our partners to get buy in from them and eventually implementation..


Problem / Opportunity:
I discovered that only a fraction of potential customers were selecting to sign in on our landing page by looking through our funnel metrics.


Hypothesis:
My hypothesis is that if customers perceive the sign up process as the moment of subscription commitment, then placing pricing before sign up will increase conversion.


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:
We ran this AB test for 3 weeks and the new landing page increased sign ins by 28%. We considered this a huge success and had since rolled it out to all users.
- Started initiative for design-led experimentation.
- Informed long term product roadmap
- 28% increase in sign-ins
- 6% increase in subscribers


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.” - 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.” - Cloud Gaming PM