The Challenge
With over 4.8M user sessions each week, PLT’s mobile app was a key growth driver. To accelerate performance, we needed to turn customer insights into high-velocity experimentation that boosted conversion and retention without disrupting experience.

My Role & Approach
I led the App Optimisation squad, managing the full experimentation lifecycle. Using GA4, Contentsquare, and post-checkout surveys, I identified friction points and prioritised a backlog of 30+ A/B tests.

I worked with UX to design and validate test hypotheses, reviewed Figma prototypes, and authored dev-ready Jira specs with clear acceptance criteria. Using Firebase Remote Config, we eliminated App Store bottlenecks, enabling 4–6 tests per sprint across several markets.

I also oversaw UAT sessions, tracked results, and maintained fast feedback loops with stakeholders to drive continuous learning and iteration.

The Outcome
✓ ~£9M annual revenue uplift (extrapolated from winning tests)
✓ 30+ UX experiments shipped, ~65% success rate

Key wins included:
 • Introduced sticky add-to-bag → ~10% add-to-cart uplift
 • Enhanced product gallery interaction → ~20% engagement increase, +5% conversions
 • Added low-stock prompts → ~15% drop in cart abandonment
 • Simplified checkout flow for a smoother purchase experience → ~8% uplift in checkout completion

All metrics are approximate and based on internal post-launch analysis.