Strategy & Design Co. · Ecommerce growth consulting
Ecommerce growth starts with understanding what visitors need
I help established ecommerce and DTC brands identify what’s getting in the way of growth and decide what to improve next.
My work connects customer evidence, UX, CRO, personalization, and experimentation to help your team focus on changes that matter to visitors and the business.
Evidence before tactics
Plenty of ideas. A clearer reason to act.
A redesign, another promotion, a new tool. There’s rarely a shortage of things an ecommerce team could do. The harder question is which ones address a real customer problem.
I connect what your team knows with what visitors are doing, then work out where the experience needs to change.
Connect the evidence
Bring analytics, research, customer feedback, session behavior, and previous results into one view.
Understand the friction
Look at what visitors are trying to accomplish and where discovery, comparison, or purchase becomes harder.
Choose the next move
Decide what to fix, personalize, test, measure, or investigate further. Let the problem determine the response.
Craig Kistler · Founder
Experience from doing the work
I’m Vice President of On-Site Personalization, Experimentation, and Experience Design at Signet Jewelers. My work spans ecommerce UX, personalization, and testing across brands including Kay, Jared, and Zales.
Through Strategy & Design Co., I work directly with established ecommerce and DTC teams, typically in the $5M–$25M range, that need senior thinking without adding a full-time strategy role.
I bring hands-on experience improving ecommerce journeys, running experiments, interpreting results, and deciding what to do next.
From my experimentation work
When the next step was a better question
Holiday visitors were arriving on product pages with low intent, while the route to an existing gift guide was easy to miss.
A “Shopping for a gift?” prompt offered a curated path beyond the current product. The experiment saw average order value, add-to-cart, and revenue per visitor rise.
Read the Holiday Gift Prompt Case Study
One customer journey. Several ways to improve it.
The solution should follow the problem
Not every brand needs personalization. Not every change needs an A/B test. I work across disciplines to help your team choose an approach that fits the evidence and the business.
UX & CRO
Identify customer journey friction, make choices clearer, and focus conversion optimization on business performance.
Personalization
Find where different visitor needs or likely intent justify a different experience. Build relevance where it serves a purpose.
Experimentation
Prioritize useful questions, design meaningful tests, and interpret results to inform the next decision.
INTENT WINS
Ways to work together
Start where your team needs clarity
Find the opportunities
The Ecommerce Growth Opportunity Sprint brings your existing evidence together around one primary journey or objective. You get 5–10 prioritized opportunities, a 60-minute strategy readout, and one follow-up clarification round.
$4,500 fixed investment
Typically 7–10 business days once access and materials are available.
Production design, development, new research, and detailed implementation roadmaps are outside the standard Sprint scope.
Build on a clear direction
Already know where the opportunities are? I can help turn them into a growth roadmap, strengthen your experimentation and personalization approach, or provide ongoing senior guidance.
The engagement depends on what your team needs and what you already have in place.
What is your team trying to improve?
Tell me where performance feels stuck, what you’re seeing, and what you’ve already tried. We can work out the right starting point.