How I Work
Start with the evidence. Understand the behavior. Then decide what to do.
I help ecommerce teams make better decisions by connecting analytics, customer research, experimentation, personalization, and UX into one view of the customer journey.
I do not start by assuming the answer is a redesign, an A/B test, or personalization. The work starts with what customers are actually doing, what the evidence suggests they are trying to accomplish, and where the experience is getting in the way.
The Evidence-to-Action Framework
A simple system for turning customer evidence into better decisions.
This is the core diagnostic framework behind my work. It helps separate what the evidence actually shows from what the organization assumes is happening.
Evidence
What do analytics, research, feedback, and previous tests actually show?
Behavior
What are customers actually doing across the journey?
Intent
What decision or job does that behavior suggest they are trying to complete?
Friction
Where is the experience making that decision harder, slower, or less clear?
Opportunity
Where could the experience create more clarity, relevance, confidence, or value?
Action
Fix it, personalize it, test it, measure it differently, or investigate further.
The Intent Engine
Behavior matters more than identity.
Intent is the lens I use to understand what a customer may need from the experience right now. It does not require knowing who they are.
Browsing depth, search behavior, comparison, return visits, product engagement, price sensitivity, and other onsite signals can tell us whether someone is exploring, evaluating, struggling, or getting closer to a decision.
The point is not to put every visitor into a perfect segment. It is to recognize meaningful differences in what people are trying to do and adapt the experience when those differences matter.
Exploring
Early in the journey. The experience should help narrow the path, clarify choices, and make it easy to continue.
Evaluating
Comparing options and building confidence. The experience should improve findability, comparison, relevance, and reassurance.
Deciding
Closer to commitment. The experience should remove blockers and support the decision without adding unnecessary pressure.
How opportunities become action
The problem determines the tactic.
UX, CRO, experimentation, and personalization are not separate customer journeys. They are different ways to improve the same experience.
UX & journey design
Use when the evidence points to confusion, unnecessary effort, poor findability, weak comparison, or decision friction.
Experimentation
Use when an important assumption needs validation, the impact is uncertain, or several plausible solutions need to be compared.
Personalization
Use when meaningful differences in customer behavior or intent create a real reason to change what someone sees or how the journey responds.
Experimentation philosophy
Tests should create understanding, not just winners.
- Start with the behavioral question. What are we trying to learn or influence?
- Choose the metric that reflects the business outcome. Clicks and engagement are useful signals, not automatic success.
- Interpret the result in context. A losing treatment can still reveal something useful about customer needs.
- Look for repeatable patterns. One test matters less than what multiple tests teach you about the journey.
- Scale what holds up. Strong results become broader experience changes or personalization opportunities.
Personalization philosophy
Personalize when it makes the experience more useful.
Personalization is not the goal. Relevance is.
I prefer broad, behavior-based differences that can move the experience meaningfully before chasing narrow 1:1 targeting. If a segment is too small, the content burden is too high, or the experience does not change the decision in a useful way, it is probably not worth personalizing.
The strongest personalization usually starts with a simple question: does this visitor need something meaningfully different right now?
Operating principles
A few rules keep the work grounded.
- Revenue matters, but behavior explains why it moved.
- Intent is more useful than identity when you are designing the immediate experience.
- Good experiences improve clarity, relevance, and confidence.
- Generic best practices are inputs, not answers.
- Not every problem needs a test. Sometimes the evidence is already strong enough to act.
- Not every audience needs personalization. The difference has to matter.
- Failures are still signals. Document the learning and use it to improve the next decision.
- Build systems that lean teams can actually sustain.
How this shows up in an engagement
The same thinking applies whether we are diagnosing, planning, or executing.
The Ecommerce Growth Opportunity Sprint uses this framework to identify what deserves attention. The Growth Strategy Playbook turns those opportunities into an execution plan. Accelerator and ongoing Growth Partner engagements use the same system to launch, measure, learn, and keep improving.
See consulting services
•
Explore the Growth Opportunity Sprint
Not sure where the problem is?
Start with the evidence and work forward from there.
Tell me what feels stuck, underperforming, or unclear. We can figure out whether the next move is UX, CRO, experimentation, personalization, or something else.