Company Overview
edX is a non-profit, online education platform with 20 million learners taking courses from the world’s top institutions.
Role and Responsibilities
At edX, I lead and manage UX team work for key product themes including Revenue, Rapid Experimentation, and flagship product offering, Programs. I designed several upgrade purchase flows that resulted in significant revenue increases.
Accomplishments
Redesigned, tested, and launched a new flow for enhanced revenue model in 2019 driving a projected $20+ million revenue increase
Designed upgrade prompt that resulted in additional $5 million in revenue in 2017
Updated value prop in 2018 with a new purchase prompt that drove 35% incremental increase in conversion and increased bookings/user by $12 million year-over-year
Reduced program (multiple courses) purchase flow from about 70 steps to less than 15
Designed, launched, and analyzed over 200 moderated and unmoderated research studies, heuristic evaluations, customer surveys, competitive and landscape analyses to inform design decisions
Lead, manage, mentor, and coach junior staff
Drive experiment planning, training, and socialization for multiple cross-functional teams
Participate in ongoing recruiting and hiring efforts at all levels of the organization
Host and present various company-wide UX Watch & Learn workshops
Conduct field research, including in-depth customer interviews and contextual inquiries
Deliver all designs to comply with A11Y standards, WCAG 2.0 or better
Created, tested, designed, prototyped, and developed front-end code for an in-course upgrade prompt that additional $5 million in revenue in 2017.
Visual specifications used for development teams for the first ever fully online Masters program on edX.
Mockups for improving learner engagement week-over-week.
Wireframes for new in-course upgrade purchase flow and touchpoints that resulted in a projected $20+ million revenue increase in 2019.