Role: Product & Growth UX Focus: Acquisition · Activation · Experiment Design

IT Funnel connects a compelling first touchpoint with the steps that follow. Built around an interview-challenge entry experience, the work explored how to move an IT-focused audience from curiosity toward a meaningful product action.

A strong landing page can earn attention without helping visitors understand the offer or what happens next. The challenge was to make the path from first interest to qualification easier to follow and identify where smaller changes could create a better experience.

I contributed to product shaping and UX across an acquisition and activation workstream, connecting entry design, audience needs and the transitions between funnel stages.

Journey mapping: linked the initial challenge to qualification and subsequent actions.

Audience segmentation: considered how different motivations affect the offer and experience.

Friction analysis: identified points where visitors could lose clarity or momentum.

Experiment design: broke broad changes into focused, testable product iterations.

Cross-functional work: translated findings into a shared plan for product and delivery teams.

An interview-style challenge gave the audience a concrete reason to engage, instead of relying on a generic promotional message.

Each transition needed to explain what came next and why it mattered: from the initial challenge through qualification toward the core product.

Funnel and experiment maps made it possible to examine specific moments independently, keeping iterations focused rather than redesigning the full journey.

The work brought together a challenge-led entry experience, user-journey analysis and a map of prioritized experiments, providing a practical structure for iterative growth design.