To improve the conversion rates from a specific traffic source, I sought to understand where we were losing people on the user journey. This involved mapping the user flow and matching my assumptions with quantitative data.



Track the customer’s user journey using site tagging, analytics monitoring, and data visualization in order to understand our sales funnel.

Design Process

Assembling a Team – I was responsible for recruiting individuals from different departments that could help achieve the goal

Persona – Defined a representative persona for our potential clients

User Journey Mapping – Created an initial user journey for potential clients’ interactions with our website – including their referral domain, site engagement, and exit pages

Tasked with tracking the hiring conversion funnel for our website. An added challenge: the entire website is in Chinese!

Hypothesis Testing – Used in-house data to evaluate the strengths and weaknesses of our initial user journey

Iterated – Refined user journey using real-time data

After understanding the user journey, created a conversion funnel to see how many interested candidates applied for an open position.

Tagging – Added tagging features on our website to track scroll times, referral sources and cookies

Collected Data – Allowed a large sample size to engage with our website over one week in order to collect sufficient data on the sales funnel

Structured Data – Compiled information into useful and intuitive structures

Mapped the key referral domains, internal pages and exit buttons into a cohesive user journey

Data Visualization – Visualized the structured data into funnels, flows and heat maps to better communicate the user journey to other departments

Used heatmaps on our internal site to see where prospective applicants were visiting once reaching our site.

Presented Findings – Presented the findings to C-level leadership as well as the front-end team who could use this information for optimization

Communicated the raw data easily in a visual presentation to management.

Optimized Website – Used data to make user experience changes to the website in order to optimize the sales funnel.


Used comprehensive research to make User Experience improvements throughout the website.Outcome

Optimized the company’s website to streamline the user journey and improve sales conversions.