Customer journeys that perform
I use data, design and testing to build trust and raise conversion across bookings, sign-ups and checkouts.
Selected work
EMVCo
Global payment standards
Summary
When you pay online, the security check needs to feel safe but efficient. Over two years I designed and iterated those checkout journeys with EMVCo and Ipsos across six markets.
Impact
Consistent 3DS journeys across app, browser and mobile web, from OTP to biometrics
Co-created the EMV® 3DS Payment Experience Guidelines, used by banks and merchants worldwide
80+ variants tested with 650+ participants in UK, Brazil, China, France, Singapore and the US.
Role
Digital Product Lead
Reading Rep
Producing theatre
Summary
Six years running the website and Spektrix booking experience, including the digital roadmap, A/B testing and strategy workshops.
Impact
Booking conversion up 43.8% (7.3% to 10.5%) vs SPLY
Built the measurement and testing foundation, from event tracking to funnel analysis
On-page and off-page SEO and GEO strategy, traffic up YoY
Role
Digital and Conversion Lead
Fuze
Solar installation software
Summary
Turning a slow, considered purchase into high-converting interactive journey. From lead form through 3D system design to a live quote with ROI, finance and checkout journeys.
Impact
Used by EDF, Scottish Power and Duracell
Fuze reports 150% sales productivity and 50% sales conversion up since launch
Lead-to-quote journey converts at 2× industry benchmark
Role
Digital Product Lead
AllianceBernstein
Global asset manager
Summary
Led digital and design across Bernstein Research, the research arm of this $688bn asset manager.
Impact
Delivered Alphalytics, prompting Bernstein to form an advisory board of leading institutional asset owners to guide it
Also shipped Datasets for acquired company Autonomous, so customers could compare data themselves in real time and sales stopped hand-building every report
Role
Digital and Innovation Lead
Ipsos
Global market research
Summary
Six years as innovation partner to a 150-person global UX research team at one of the world's largest research agencies.
Impact
Delivered research products, prototypes and tools used across client work including Visa, Amazon and National Highways
Rebuilt how UX research was delivered to clients, replacing static PDFs with narrative insight boards that worked on screen and printed for workshops
Role
Digital Innovation Partner
What people say
Looking for help with a digital journey?
Reach out and let's improve it.
chris@caboodle.studio
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