| Establishing a winning framework in a design team
Seeking clarity
How I began to transition Centerfield from a level 1, to
level 2, UX maturity.
Centerfield offers end-to-end acquisition of new customers on these brand’s behalf.
Design’s sites teams, in that journey, are responsible for the inception, and constant improvement, of the user experience for these branded experiences.
The team wasn’t yet considering the user’s motivations and needs nor were they responding to user behavior in the quantitative data to understand how the design could support both the user and business’s goals.
In elevating the team to think like product designers, we needed to invest in the process.
And this new framework needed a foundation.
Designers needed to deeply understand what the relationship between the business and user
meant for our engineering flows
and solutions.
I led small group and team workshops on how to apply this framework.
James Kuo, Lead Designer, works through the prompt.
The organization moves at an extremely fast pace.
To succeed, we flexibly adopted the framework.
01. Start small:
The team needed to practice this framework and use it on smaller A/B test concepts, first.
02. Cherry Pick:
When competing deadlines left us without choice,
we strip the process to the essentials.
03. Invest:
When there was more to gain than lose in committing to the full process, we analyzed what was done well and what wasn’t.
In 2022, we ran 235 landing page A/B tests through this new framework,
85 of those improved both engagement + total sales.
We simultaneously increased our productivity year-over-year by 19.5%.
