Intent Capture & Fulfillment

REGIONAL PROMO
TRAFFIC INTO REVENUE.

Improving conversion performance by collapsing the distance between search intent and fulfillment across 450+ markets. In a 14-day rapid delivery, I pivoted the architecture from passive store exploration to an Active 'Fast-track' Appointment model, ensuring high-intent traffic was captured immediately at the point of discovery.

Strategic Lead

Big O Tires (450+ Franchise Stores)

Equivalency Scale

Kwik Fit & Halfords Autocentres scale

Role & Approach

Staff Product Designer (UI/UX) & Systems Architect (IC)

Focus

Regional Conversion Architecture

Results

+27% Regional Promo Lift +7.75% Store MVP Lift

Timeline

14-Day Rapid Delivery

Context

Ecommerce B2C / SEO & AEO Strategy

Conversion Lift

+27%

May–Nov 2025 vs prior period

Conversion Lift

+7.75%

January 2026 Store MVP

Revenue Impact

$3–5M

Forecasted annual lift

Delivery Speed

14 Days

MVP → Full Regional Deployment

My Role: Led end-to-end strategy across funnel analysis, system architecture, and optimization.

Strategy & Leadership

"For the last four years, I functioned as a Strategic Shared Asset across four concurrent platforms. Balancing high-velocity MVP triage with the Institutional Stewardship of a predictive component library, I leveraged 15 years of pattern recognition to drive measurable ROI during resource volatility."

Leveraging 15 years of pattern recognition to pre-architect scalable solutions.

The Influence

Attributed $25M+ Combined ROI
Analytics-validated influence across Retail & Franchise.

Daily Alliances

PMsStakeholdersAnalyticsMarketingEngineers

Ownership:Retail Tire Kingdom, NTB, Merchants | Franchise: Big O Tires Ecommerce + CMS ecosystem | Wholesale: TreadXpress, NTW, Brand websites | TBC Corporate Site

PLAYBOOK

THE ARCHITECTURAL
MISALIGNMENT.

Strategic Diagnosis

Regional funnels weren't just leaking; they were architecturally misaligned with AEO/SEO entry intent, creating a massive mismatch between user expectations and flow logic.
Any changes required balancing franchise independence with centralized, high-converting UX principles.

Regional funnels weren't just leaking; they were architecturally misaligned with AEO/SEO entry intent, creating a massive mismatch between user expectations and flow logic.
Any changes required balancing franchise independence with centralized, high-converting UX principles.

Phased Optimization Strategy

Adopted a phased deployment strategy: identifying quick MVP wins first, then scaling towards a comprehensive programmatic rebuild validated by A/B testing.

Adopted a phased deployment strategy: identifying quick MVP wins first, then scaling towards a comprehensive programmatic rebuild validated by A/B testing.

Analytics Dive

Identify funnel leaks

Phased Wins

Rapid MVP iterations

Modular System

Componentize for scale

KPI Validation

Measure & iterate

Framework: Protect existing revenue paths → test hypotheses with measurable KPIs → scale successes programmatically.

TACTICAL TRIAGE · PHASE 1 MVP

THE 2-HOUR, $5M HEURISTIC BAND-AID.

Insight 01

Intent Mismatch

Users arrived from high-intent Google searches only to find generic, non-transactional marketing copy.

Insight 02

Cognitive Load

Previous flows forced regional users through one of our checkout flows, increasing drop-off during the checkout entry.

Insight 03

Operational Scarcity

Shop floor reality (full bays) wasn't reflected in the digital UI, leading to frustration and bounce.

Insight 04

Friction Bottlenecks

Mandatory qualification steps were placed too early in the conversation, killing momentum.

The Intent Disconnect

The analytics team flagged a critical issue: regional promo pages were driving massive SEO traffic but converting abysmally (-52.7%). High-intent users arriving from Google had no clear path to the appointment funnel.

The 1-Hour Triage

Due to extreme resource limits, bespoke design was impossible. I took an existing, high-converting CTA component from the global homepage and ruthlessly repurposed it for regional pages. This was a calculated 1-hour heuristic triage that returned a +27% conversion surge by simply fulfilling intent immediately.

Strategic Trade-Off: Speed vs. Bespoke Experience

Sacrificed

Custom brand storytelling and deep navigational exploration for regional-specific micro-sites.

Gained

Immediate intent fulfillment, yielding $4M ROI from 1.5 hours of combined dev/design triage. This proved the business case for the full rebuild.

The Homepage CTA Injection(Repurposing the high-converting B2C homepage stack for immediate regional ROI)

Impact CalloutReduced steps from 5 → 3 and removed global navigation friction. By aligning the "Coupons" search intent directly with a "Quick Appointment" path, we bypassed the 1-engineer roadblock with existing components.

Before

After

Loading Artifacts

Optimized regional promo landing page with clear CTA stack

Efficiency

Kept development effort near zero while maximizing immediate ROI.

Validation

Enabled an immediate Optimizely pilot for strict A/B KPI validation.

Intent Mapping

Created a clear, immediate decision path (Quick Appointment vs. Coupons).

Immediate Business Impact

+27%

Conversion Lift

$3–5M

Forecasted Revenue

1 Hr

Net-New Comp Time

May-Nov

Validation Period

ARCHITECTING THE FULL FUNNEL.

ARCHITECTING THE
FULL FUNNEL.

The 1-hour win earned immediate stakeholder trust. I leveraged this momentum to partner with Product Management, submitting a backlog of Jira tickets to rework the entire funnel as a Modular Intent System. My goal was to build explicit AEO (Answer Engine Optimization) value into the architecture, ensuring our store data was structured for both bots and humans.

The AEO Pivot: Designing for Intent Retrieval

By structuring store-level data—FAQs, localized services, and Pro-Tec value propositions—as discrete, crawlable modules, we moved beyond human readability. We pre-architected the UI so AI Answer Engines (ChatGPT, Google SGE) could extract and surface our answers directly in off-site search results.

The Diagnosis