ezCater

🌮 ​Connecting people with food at work

Case studies

Role

I was the first Growth Designer for ezCater in a time of hyper growth. My squad at ezCater focused on our landing experience, giving anonymous visitors a first impression of our brand, setting expectations, enabling exploration of our caterers and abilities, and funneling customers through our ordering flow. I defined our strategy and focus to align our cross-functional workflow and make it easier to communicate across the organization.

Impact

SEM strategy
I envisioned the most effective ways to alleviate pain points for anonymous SEM visitors while navigating key metrics connected to the entire lifecycle. I designed A/B experiments with curated content and landing pages that lifted conversion by 43% with 20% less traffic between August and December 2019.

Design thinking facilitation
I love advocating for collaboration with partners across product design, research, product management, engineering, and marketing. I led a cross-functional design sprint at Google workshop to solve for a mobile conversion gap that fueled our initiative that increased conversion and retention metrics.
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Abby Luke • 2022​