Driving 60% Lift in Engagement WITH 70% GROWTH IN TESTING Velocity

Building a high-performing A/B testing program that exceeded Dynamic Yield benchmarks by 50%+ while establishing repeatable processes and cross-functional collaboration.

Overview

As Director of Digital Site Ops & UX at maurices.com, I led the testing and personalization program. My challenge was to scale testing velocity, improve conversion metrics, and establish sustainable processes while managing front-end development and UX design teams.

Within my first year, we increased our testing output from 56 campaigns in 2024 to 96 campaigns in 2025 (a 71% increase) while achieving industry-leading results:

56% uplift in revenue per user*

63%+ increase in add-to-cart rate*

*Compared to 2025 Dynamic Yield benchmarks

My Role

Role: Director, Digital Site Ops & UX
Company: maurices
Duration: January - December 2025
Tech: Dynamic Yield, Adobe Analytics, Figma

PERSONALIZED HOMEPAGE

Custom scripting pulls a logged in users first name, the appends it to the headline. For guests and other non-logged in users, it collapses the first name and comma for a seamless look. Dynamic Yield curates a selection of product based on my recent browsing and purchase history.

Shoppable Video

Repurposing video content from brand ambassadors as collapasable components on curated product list pages. These videos feature the ability to display an array of the products featured in the video itself. Users are easily able to add items to their cart without leaving the page.

Outfit of the Week

Adding additional products and outfitting options using a combination of the Stylitics and Dynamic Yield platforms. Curated looks delivered to SMS segments.