Athens Fitzcheung

• Spearheaded the design and development of Wayfair's paid loyalty program. This included the business plan modeling and forecasting and formulating the hypothesis on price points and offerings.
• Drove customer research and paint point gathering, enabling the team to arrive at the problem scope.
• Led the design of the end-to-end customer experience, including happy paths and iterations of sad path
• Socialized and aligned stakeholders on vision, rallied the team to build the product, and ensured that all stakeholders were on board and enthusiastic about the vision.
• Scoped and prioritized product into a Scrum team roadmap.
• Developed baseline metrics at launch and monitored progress through the launch.
• Launched and built awareness through onsite and offsite assets, in conjunction with the product marketing team.

Wayfair gift cards had the potential to grow by 30 BPS, as per benchmark studies. This would increase gift-card revenue by over $100,000 in revenue.

Through persona studies, focus groups, and qualitative and quantitative studies, I identified the core problem statements and friction points of the experience. In collaboration with the UX and development teams, I developed and redesigned the end-to-end experience, yielding a conversion that was 30 BPS above control, closing the gap from the benchmark and realizing our earnings potential.

I scoped and developed a personalized seat selection feature for a mobile travel app with more than 1 million downloads, leveraging a global distribution system partner’s APIs. This work enabled multi-traveler booking, increased conversion by 20 BPS, a yield increase of 20%, and saw a revenue per booking increase by 30%. I also researched and appraised over 20 endpoints of a partner to arrive at the recommendation of an API integration.

This project was done on behalf of a marketing startup funded by Sequoia Capital.

I conducted customer discovery sessions with beta customers to understand opportunities for placements of conversation widgets to attract more leads. I then signed up over five customers for the beta test and developed the product feature.

The end result was a conversation content feature that increased the sign-up rate by 5% than the traditional forms used in inbound marketing.

I conducted a back-end rewrite of the data pipeline to increase load speed for sessions requiring a less than 10-second load time from 90% down to 10%. I then implemented a phased approach of pushing out features, from front-end changes, which require the lowest effort to a full back-end rewrite.