Role
CRO Specialist
Timeline
1 Year 3 Months
Platform
Desktop / Mobile
Tools
Figma
Optimizely
GA4Overview
The Challenge
As a UX-focused CRO specialist at Livesport, I was embedded in a high-traffic product with millions of daily users across Europe. My role sat at the intersection of data analysis, UX thinking, and rapid experimentation — working alongside product managers, engineers, and analysts to test hypotheses and validate UI changes through controlled A/B experiments.
Research & Discovery
Key Findings
Small visual tweaks — rewording a CTA or repositioning a badge — often had a disproportionately large effect on CTR
97% of web traffic came from mobile, meaning desktop-first assumptions consistently undermined test validity
Positioning CTAs near live-event or betting elements increased engagement by up to 34% in controlled tests
Design Process
How We Got There
Each experiment began with a clear hypothesis grounded in observed user behaviour. I sketched multiple variants — from microcopy changes to full component rearrangements — then narrowed to the two or three most promising candidates for development. Design decisions were always tied back to a measurable metric.
Variants were built in Figma and handed off to engineers as interactive prototypes. I wrote the front-end implementation specs and collaborated closely during QA to ensure pixel-level accuracy. Post-launch, I monitored statistical significance and documented learnings to feed the next cycle.
Final Design
The Solution
+18% overall conversion uplift across the tested funnel
−31% drop-off rate at the seat-selection and match-detail steps
−22 s average checkout completion time after layout optimisations
