Data-Driven UX
Integrating A/B testing and analytics directly into the development workflow to validate hypotheses and iterate on user value.
Hypothesis-Driven Development
Intuition starts the conversation; data finishes it. I believe in embedding instrumentation deep into the product engineering workflow. Every feature should have a defined success metric before a single line of code is written.
By integrating ux tools alongside standard observability, we create a complete picture of how technical changes impact user behavior. This closes the loop between engineering output and business outcome.
The Feedback Loop
- 1.
Formulate Hypothesis
"Improving LCP will increase signup conversion by X%."
- 2.
Instrument & Implement
Deploy features with tracking events and feature flags.
- 3.
Analyze & Iterate
Review quantitative data and qualitative feedback to pivot or iterate.
Real-World Application
Agent Analytics Dashboard
Zillow Group
Developed high-throughput analytics pipelines to capture agent performance metrics and sales interactions. This data fueled the "Agent Hub" dashboard, providing real-time insights to agents about their lead conversion rates, response times, and ROI.
This system processed terabytes of interaction data to empower data-driven sales coaching and automated performance nudges, turning raw data into actionable behavioral change.