case study
Building Steelcase's Website Experimentation Program
Leading an end-to-end conversion optimization program through continuous A/B testing, cross-functional collaboration, and data-driven creative strategy.
MY ROLE
Creative Strategist
TIMELINE
1 year
TOOLS
Mural, UpSellit, Figma, GA4, Excel, CJ Affiliate
SKILLS
CRO Strategy, UX, A/B Testing, Data Analysis
INDUSTRY
Furniture/eCommerce
THE OPPORTUNITY
Steelcase was onboarding a new website conversion optimization program through UpSellit.
Beyond creating promotional experiences, the opportunity was to build a repeatable testing framework that could continuously improve conversion performance while aligning multiple internal and external stakeholders.
ONBOARDED WITH UPSELLIT THROUGH OUR AFFILIATE PARTNER, CJ
I took over the entire program myself– owning strategy, execution, QA, and analysis for both evergreen and promotional experiences.
MY OWNERSHIP OF THE EXPERIMENTATION LIFECYCLE
I owned the end-to-end process from opportunity discovery to planning the next experiment, ensuring every test delivered learnings that improved future performance.
KEY A/B EXPERIMENTS
We conducted strategic tests across evergreen and promotional experiences to uncover what drives the highest impact.
BUSINESS IMPACT
Driving measurable results through continuous optimization.
By building a repeatable testing framework and applying data driven-learnings to every campaign, we consistently improved conversion performance and drove revenue for Steelcase.
REFLECTION
This program changed how I approach creative strategy. Every customer interaction is an opportunity to learn. The most valuable outcomes weren’t individual winning designs– they were repeatable insights that informed future experiments and created real business impact.