Beyond the Funnel.
A 2-year strategic reserve of ready-to-build blueprints — architected during a 75% reduction in engineering capacity — to unlock multi-million dollar compounding growth.
I implemented a dual-track delivery model to ship immediate MVPs for quick conversion wins while simultaneously architecting holistic future states. Backed by iterative research (Gen AI, Baymard, Nielsen) and Qualtrics A/B testing, I built a strategic library of 'ready-to-build' high-impact solutions. When engineering pods faced a 75% headcount reduction, this reserve allowed the business to pivot instantly to shifting priorities for over two years without Design ever becoming a bottleneck.
Focus
Strategic Roadmap
Outcome
Ready-to-Build Backlog
Impact
$Multi-Millions Growth Potential
Status
Phase 3 Pipeline
Growth Potential
$Multi-Millions
Annualized Strategic Lift
Backlog Readiness
12+ Specs
Ready-to-Build Blueprints
Compounding Pillars
5X
Independent, Compounding ROI Initiatives
Strategic Framework
The Compound Growth Ecosystem.
My work is designed for the messy reality of life. The Compound Growth Ecosystem reimagines the LCV model, shifting from a “one-off sale” to a “shared safety net” that drives growth through genuine utility.
Compound Ecosystem
Tokenized incentives shift metrics from one-off sales to shared family safety nets.
Frictionless Entry
Replacing passwords with OTP captures distress shoppers before they bounce.
Global State
Unified quantity controls eliminate “mental math” friction for rapid comparison.
Loyalty Multiplier
Family Tokens allow shared points for emergency repairs, compounding growth.
Pillar One
Identity as a Conversion Unlock.
Solving “Password Drama” through Frictionless Auth. Replacing fragmented logins with OTP and Social Auth transforms Account Setup from a 48% drop-off obstacle into a high-intent conversion catalyst, directly driving Lifetime Customer Value (LCV).
Legacy Account Creation Complexity
Research Validation
Auth Benchmarks
2024 / 2025.
Modern authentication standards shift the baseline from “Security Check” to “Conversion Catalyst.”
Passwordless Lift
40-60%
Registration Completion
Social Login ROI
20-40%
Avg. Conversion Boost
Friction Cost
48%
Password-Led Drop-off
Ops Efficiency
50%
Auth-Support Reduction
The mobile-first OTP journey simplifies authentication to a single-field interaction, drastically reducing the cognitive load of account recovery and creation while aligning with modern user preference.
Strategic wire-flow mapping of the login/signup funnel transition, identifying high-friction legacy nodes and replacing them with research-validated authentication triggers.
This “MyGarage” landing page concept for signed-in customers enables immediate “Buy Again” utility or dynamic vendor-recommended alternatives (matching price, handling, and fuel economy) if the original tire is discontinued, paired with simplified appointment booking.
Pillar 02: Inventory-Aware Strategy
The "Unified Quantity" Framework .
Through ideation with my PM, we identified a core friction point: forcing users to perform “mental math” to compare tire prices. I proposed a Global State Toggle for the PLP, allowing users to update quantity across all product cards simultaneously.
While mapping this in wireframes, I identified a significant compounding benefit: lowering the quantity often unlocks higher real-time inventory at the customer’s local store. By designing for the “one or two tire” shopper, we don’t just reduce cognitive load—we capture budget-conscious and emergency traffic that typically bounces to competitors.
Strategic Proposal: Building UI infrastructure to capture distress market share before they defect to online-only competitors.
2. The Compounding Wins: Efficiency & Attachment
In advocating for this UI fix, I identified three critical business levers based on 2025 consumer behavior trends:
The 'Hidden' Market
33%
Circana (2025) data shows 33% of consumers replace only 1-2 tires. Legacy UI restricted searches to sets of 4, causing "Inventory Invisibility" for fractional shoppers.
Trade-Down Capture
26%
Surfacing lower-tier options and sub-set pricing early removes 'Price Shock' friction, capturing budget-conscious users who normally defect.
Margin Service Hook
80%
While tires carry 25% margin, services carry 80%. A distress 1-tire lead acts as the primary hook for high-margin Digital Vehicle Inspections.
3. Macro-Economic Resilience: The "Value" Moat
Building UI/UX for Global Asymmetric Comparison isn't just a matter of expected utility—it's a strategic safeguard. Transforming a "distress purchase" into a long-term LCV relationship is inherently a more robust strategy for compounding growth than simply optimizing for the high-margin "full-set" shopper.
4. Navigating the “Hard Truths”
The Principal perspective: Design must survive the Bay.
ACCORDION: View Technical & Operational Constraints
A. The AWD Mechanical Limit
Most customers have a vehicle selected; if identified as AWD, we trigger a Safety Modal the moment they deviate from a quantity of 4. This automated guardrail mitigates liability and prevents drivetrain damage, ensuring design logic respects mechanical reality.
B. The Rear Axle Safety Mandate
Industry standards mandate that new pairs go on the rear axle. To prevent shop-counter friction, we implement an "Add-to-Cart" modal notifying the customer that a Tire Rotation Cost is required to meet safety standards, ensuring price transparency.
C. Operational 'Spiff' Bias
Service advisors are often incentivized (via spiffs) to sell sets of 4. Scaling this framework requires proving that a "1-tire lead" is the primary hook for 80% margin service attachments (alignments/DVIs) rather than a low-value distraction.
5. The Portfolio Pivot
Why This Matters.
“This recommendation was never shipped due to legacy architecture constraints, but it serves as a blueprint for how a foundational UI fix can unlock massive downstream revenue.”
| Metric Lever | Legacy UI (Isolated) | Proposed UI (Global) |
|---|---|---|
| Cognitive Load | High (User does the math) | Zero (System does the math) |
| Inventory Hit-Rate | Low (Requires 4-count) | High (Matches 1, 2, or 4) |
| Market Coverage | 67% (Set shoppers) | 100% (Includes 33% partial set segment) |
| Bay Opportunity | Transactional | Relational (Lead Gen for Upsell) |
6. Strategic Summary
This proposal demonstrates a shift from "Selling a Product" to "Facilitating a Solution." Even though the project didn't ship, the logic proves that optimizing for the "Sub-Set Shopper" (1-2 tires) actually protects the "Full-Set" revenue by capturing the customer earlier in their lifecycle into high-margin service relationships.
Pillar Three • Est. 2023
Decision Support & The Grid Pivot.
Constraint: Novices abandon dense lists; experts demand exact data parity.
Action: Introduced a Hybrid Toggle. The Grid translates raw specs into visual “Confidence Markers,” while the List preserves robust analytical comparison.
Strategic Proof: Translating Specs into Visual Confidence Markers
Cognitive Load
Reduced for novices via visual hierarchy and 'Confidence Badges' over raw spec strings.
User Empowerment
Providing the List/Grid toggle caters to the wide variance in how customers compare high-spec products.
Component Scale
Standardized Grid architectures allowed rapid, consistent feature rollouts across wheels and service packages.
Pillar Four • LCV Strategy & Research
Iterative Research into Lifetime Customer Value (LCV).
Focusing on membership tiers and the advertising value derived from re-engaging authenticated customers. Leveraging UX research to pivot from transient discounts to high-impact "Value-Add" utilities that act as behavioral nudges and drive long-term retention.
Visual frameworks produced to accelerate membership-tier prioritization discussions with product and business stakeholders — scoping the most viable benefit structures for A/B testing without margin impact.
Strategic Proof
Synthesizing UX Research into a compounding token economy.
Membership Logic
While standard accounts capture baseline data, a tiered membership model allows us to tokenize word-of-mouth. By introducing a 'Household Wallet' where primary account holders can share points or perks with dependents, we transform family referrals into a measurable, compounding token economy.
This directly addresses Baymard's "One Key Perk" principle—offering shared utility (e.g., Free Flat Repair for the family) outweighs the friction of account setup.
Principal's Perspective
“Inviting family members to share a % of their points in their 'Membership Points Wallet' directly with other family members who have a "Membership Account" attributes new customer acquisition to existing loyalty. This isn't just UX—it's a mechanism to drastically lower systemic CAC while locking in long-term value and establishing a robust, authenticated advertising audience.”
ACCORDION: View UX Research Justifications
Research Insight
The 'One Key Perk' (Baymard)
Research indicates loyalty succeeds via single, high-impact utilities (e.g., Free Flat Repair) acting as behavioral nudges, rather than exhaustive lists of minor features.
Research Insight
Value-Add vs. Discounts (NN/g)
Service-based 'Value-Add' incentives are statistically superior to generic price discounts for maintaining brand equity, reducing 'Loss Aversion' and driving LCV.
North Star Application
Tokenizing Word of Mouth
The 'Household Wallet' concept applies this logic by allowing point-sharing. This transforms organic referrals into a measurable, compounding token economy.
North Star Application
Lower CAC via Ecosystems
Inviting family to share the wallet directly attributes new customer acquisition to existing loyalty, drastically lowering systemic CAC while locking in long-term value.
Competitor Incentive Benchmarking
Market Validation
The Multi-Generational Retention Engine.
Competitors explicitly rely on fragmented perks—like SimpleTire's “$25 Off” signup or Pep Boys' basic rewards—to drive isolated, single-user account creation. While effective for immediate acquisition, this traditional model fails to compound.
By pairing frictionless OTP entry with an interactive LCV Membership Wallet, we unlock a disruptive strategic advantage. When a primary account holder can dynamically share a % of their earned service points with a family member in need, the loyalty program itself becomes the acquisition engine. This model instantly boosts immediate sign-up volume, guarantees long-term return business, and drastically reduces systemic Cost of Acquisition (CAC) by turning single-buyer history into multi-generational utility.
These initiatives represent a “ready-to-build” growth backlog. While born from a constrained environment, they formed a strategic blueprint that allowed design to lead rather than lag—ensuring that when capacity eventually opened up, several of these initiatives shipped to strong results.
Post-Mortem
Reflections & Lessons Learned.
Interrogate Backend Assumptions
Discovered legacy inventory logic flaws, proving design must interrogate business rules, not just interfaces.
Reframe Instead of Fight
Reframed an undesired distress purchase into a zero-cost acquisition strategy for physical service bays.
Design for Macro-Resilience
Anticipated economic downturns by designing mechanisms to capture market share when full-set replacements drop.
Interrogate Backend Assumptions
Discovered legacy inventory logic flaws, proving design must interrogate business rules, not just interfaces.
Reframe Instead of Fight
Reframed an undesired distress purchase into a zero-cost acquisition strategy for physical service bays.
Design for Macro-Resilience
Anticipated economic downturns by designing mechanisms to capture market share when full-set replacements drop.
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