Conversion Architecture
THE SHORTEST PATH
TO "SCHEDULED."
To reduce cognitive load across 450+ franchise locations, I redesigned the appointment scheduling flow around high-intent paths. This approach prioritized users ready to convert by simplifying entry points, reducing reliance on legacy dropdown-based vehicle selection, and streamlining mobile-first interactions.
CONVERSION RATE
13%+
Sustained Rolling MoM Average (Up 10.2pts vs 2.8% baseline)
ANNUAL REVENUE LIFT
$25M+
Per Digital Analytics Model
PATH PREFERENCE
6X
Express vs Legacy
Role & Approach
Staff Product Designer (UI/UX) & Systems Architect (IC)
Strategic Lead
TBC Corp (Sumitomo & Michelin JV)
Equivalency Scale
Halfords & Kwik Fit combined x10
Methodology
Logic-First Conversion Design
Objective
The Shortest Path to "Scheduled"
Strategy & Leadership
"Sustaining a 13%+ rolling MoM average during a 3-to-1 developer contraction required a Priority-First architectural pivot. I intentionally prioritized systemic stability and reusable UI over complex redesigns _ despite them being in the backlog _ to sustain conversion momentum and maintain a "Ready-to-Ship" reserve throughout a two-year delivery pause."
Negotiating the balance between resource constraints and brand governance.
The Influence
Attributed $25M+ Combined ROI
Analytics-validated influence across Retail & Franchise.
Daily Alliances
Ownership:Retail Tire Kingdom, NTB, Merchants | Franchise: Big O Tires Ecommerce + CMS ecosystem | Wholesale: TreadXpress, NTW, Brand websites | TBC Corporate Site
THE OPPORTUNITY
SHOPPING TO BOOKING.
The Friction
The Decision Fatigue Wall: Legacy funnel complexity caused high-intent users to stall at the finish line _ overwhelmed by pricing comparisons, they dropped off from sheer decision fatigue.
The Lever
Speed Over Selection: Data revealed how our retail funnel methodology was outperforming the franchise by 13.09 percentage points (40.26% vs 27.17%).
Functional Handoff
A $15M+ Revenue Pivot for Franchise Site: Redesigning funnel drove a +10.2 percentage point absolute conversion lift (scaling to a 13%+ sustained rolling MoM average) and an estimated $15M+ in ROI.
Evaluation & Approach
EVALUATION & APPROACH.
I prioritized users ready to convert by simplifying entry points, reducing reliance on legacy dropdown-based vehicle selection, and streamlining mobile-first interactions. This approach neutralized cognitive load across 450+ franchise locations.
Friction neutralization
Complexity reduction
High-intent routing
Action standardization
Strategic Context
Baseline Foundation: Scaled conversions from a 2.8% baseline to a 13%+ sustained rolling MoM average on retail sites: NTB, Tire Kingdom, Merchants.
Cross-Brand Mobility: Applied sector-wide retail learnings to the Big O Tires franchise model, identifying shared friction points across 450+ points of sale.
Playbook & Validation
We established a $25M+ conservative baseline, validated by a symmetric $12.5M+ attribution across Retail and Franchise. This baseline is continuously compounding through high-velocity tactical wins—such as the 7.75% Store Page lift (Jan 2026)—while the Strategic Roadmap provides the blueprint for an additional $10M – $20M+ in unrealized growth.
Validation Method
OPTIMIZELY EXPERIMENTS • CONTINUOUS ROI COMPOUNDING • $25M+ PROVEN BASELINE
CONVERSION ARCHITECTURE
Access the tactical deep-dives into Guided YMME Steppers, Intent-Driven PLP grids, and Behavioral Signaling research (+13.6% lift models).
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"Lea works exceptionally well across Product, QA, and Engineering... he stays engaged through the full software development life cycle."
Engineering Alignment
Chad Taylor
Sr. Director - Digital Engineering // TBC
"Lea is dedicated and tireless... When presented with a challenge, he brings multiple thoughtful solutions forward."
Product Stewardship
Martin Mattox
Digital Product Owner // TBC
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CONVERSION FUNNELS — PROTECTED CONTENT
Password-protected to safeguard specific conversion methodologies, funnel architectures, and ROI validation data.
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Project Overview: Bot Conversion Funnels
Strategic lead for a franchise-wide conversion optimization project, scaling performance from a 2.8% baseline to a 13%+ sustained rolling MoM average through intention-driven UX architecture and Express Booking paths.
Section 01: The Opportunity
- The Friction: Identified Decision Fatigue Wall where legacy funnel complexity caused high-intent user drop-off.
- The Lever: Leveraged retail funnel methodology to outperform franchise baselines by 13.09 percentage points (40.26% vs 27.17%).
- Functional Handoff: Redesign drove a +10.2 percentage point absolute conversion lift (scaling to a 13%+ sustained rolling MoM average) and an estimated $15M+ annual ROI pivot.
Section 02: Evaluation & Approach
- Methodology: Friction neutralization, Complexity reduction, and Action standardization.
- Strategic Context: Applied sector-wide retail learnings to a 450+ location franchise model.
- Validation: Established $25M+ conservative baseline through Optimizely experiments and continuous ROI compounding, supported by a Strategic Roadmap for unrealized growth.
Staff-Level Competencies Index
- Intention-Driven Routing
- Conversion Rate Optimization (CRO)
- Institutional Stewardship
- Retail Technology Synthesis
- ROI Modeling & Attribution
- Franchise E-commerce Architecture