At Quatt, I acted as a bridge between website development, product, marketing, and design teams to create cohesive and user-centered digital experiences. I led website customer journey optimization through A/B testing to improve conversion rates and conducted workshops, interviews, and usability tests to uncover user needs, pain points, and motivations. In addition, I established and managed Quatt’s design system, ensuring consistency across digital and physical touchpoints. I also collaborated closely with marketing and industrial design teams to strengthen brand alignment across the product portfolio and mentored junior designers to support their professional growth.
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As Quatt continued its rapid growth, expanding its portfolio with new sustainable energy products, it became increasingly important to communicate these innovations effectively online. However, the team lacked a clear understanding of how users perceived the products, their benefits, and their competitive advantages. This created inconsistencies across the website and marketing campaigns, making it difficult to present a cohesive and user-centered story of Quatt’s offering.
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Facilitated a workshop with key stakeholders to consolidate knowledge about our current target audience, their needs, pain points, and motivations.
Conducted usability testing to gather qualitative insights into how our users perceives and interacts with the platform. These sessions provided actionable data to guide design decisions and prioritize improvements.
Initiated A/B testing experiments in collaboration with key stakeholders to reduce assumption-driven decisions and optimize key conversion metrics.
Implemented continuous experimentation cycles combining usability testing and A/B testing. The goal was to build a data-informed design team that supports testing measuring and iterating.
To begin collecting insights about our target audience, I facilitated a Proto-Persona workshop with key stakeholders from Customer Support, Installation, and Sales. This collaborative session helped capture existing knowledge about user needs, behaviors, and pain points, creating a shared foundation for future research and design decisions.
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For every new page or feature, I conducted usability test interviews with potential users to evaluate the copy, interactions, and identify any blockers or misunderstandings they encountered. Each testing cycle included 10 interviews, after which I clustered the insights based on frequency and themes. Together with my manager, we prioritized the findings according to urgency and technical feasibility, ensuring that the most impactful improvements were addressed first.
During my time at Quatt, I conducted 3 rounds of usability testing involving 30 end users in total. Among many valuable insights, a recurring theme emerged: while users expressed a desire to be more sustainable, their motivation to adopt sustainable solutions was strongly tied to financial convenience.
I initiated A/B testing experiments with the goal of increasing conversion rates at the start of Quatt’s sales funnel. Using Webflow Optimize, I tested one or more design variants informed by insights from usability tests, best practices, competitor analysis, and accessibility improvements. Beyond optimization, A/B testing also served as a valuable tool to validate or challenge management-driven assumptions, ensuring that design decisions were grounded in data rather than intuition.
We ran approximately 20 A/B tests aimed at increasing the conversion rate of users entering the sales funnel. Each experiment provided valuable insights into user behavior and design effectiveness. Additional examples of these tests can be found in the Design Bites section.
Together with the team, we established a continuous experimentation cycle that included quarterly usability tests and bi-weekly A/B testing. All results were documented and shared with stakeholders, fostering transparency and data-driven collaboration. This process laid the foundation for a culture of design experimentation within Quatt, enabling future design teams to create new web pages and marketing assets with reduced risk and higher conversion rates.
