Landing Page Qualitative A/B Testing: Marketing’s A/B experiments on the landing page underperformed without revealing why. My research revealed that users trusted pages that combined lifestyle imagery with straightforward copy, while videos distracted from the core value proposition. These findings led marketing to adopt a hybrid approach using clear, direct copy with lifestyle imagery.

Onboarding Questions: While most questions were clear, participants struggled with areas that lacked guidance. They needed stronger hints about how much to invest, how often, and why certain questions were being asked. Many wanted clearer graphs to show trade-offs, and more detailed portfolio information, especially environmental or socially responsible investing. I collaborated with the product team to address these gaps by adding contextual hints, refining visualizations, and expanding portfolio explanations.