ux/ui design
Growing Gold Avenue through UX & experimentation
COMPANY
GOLD AVENUE
ROLE
Lead Product Designer
Gold Avenue is an established investment platform operating in a regulated and trust-driven environment.
My mission was not to redesign from scratch, but to continuously optimize the experience through data analysis, user research and structured A/B testing. Turning UX improvements into measurable business impact.
I lead ongoing UX optimization and experimentation initiatives to drive conversion, engagement and business performance across the Gold Avenue platform.
Working on a live fintech product, my role focuses on identifying growth opportunities, validating hypotheses through A/B testing and translating user insights into measurable impact.
Experimentation & Data
Defined and prioritized experimentation roadmaps based on behavioral data, session recordings and business objectives.
Designed and launched A/B tests to validate UX improvements across key conversion flows, including product pages, navigation and checkout.
UX Strategy & Optimization
Improved critical user journeys such as product discovery, filtering, cart and checkout to reduce friction and increase clarity.
Continuously refined trust signals, information hierarchy and visual consistency to support user confidence in a high-stakes investment environment.
User Research & Insights
Conducted user interviews and surveys to complement quantitative data and uncover unmet needs.
Combined qualitative feedback with analytics insights to shape iteration priorities and feature improvements.
Cross-functional Collaboration
Partnered closely with Product Managers, Data Team, Developers and Marketing to align UX initiatives with business strategy and technical feasibility.
Ensured design decisions were grounded in both user value and commercial impact.
Optimizing a live investment platform where UX decisions directly influence trust and conversion, without interrupting active transactions or business performance.
The approach was based on continuous experimentation and data-driven decision making.
Hypotheses were defined from behavioral analytics, session recordings and qualitative user feedback, then validated through structured A/B testing.
Each iteration focused on measurable impact across product discovery, navigation, cart and checkout flows, ensuring improvements were aligned with both user needs and business objectives.
User flow
A/B test
Continuous experimentation and UX optimization led to measurable improvements across key conversion journeys.
Conversion Growth
Homepage conversion increased following structural and content hierarchy optimizations.
Engagement Increase
Product and shop pages showed higher engagement, with improved interaction rates and deeper product exploration.
Navigation Optimization
Filter usage analysis informed navigation refinements, reducing friction and improving product discoverability.
Website optimization is driven by a continuous experimentation framework.
Using VWO, structured A/B tests are launched regularly to validate UX hypotheses and measure impact before full rollout.
Insights from behavioral analytics and session recordings inform each test cycle, ensuring improvements are grounded in real user behavior.
This iterative approach allows incremental growth while maintaining platform stability in a live investment environment.