In this project, I addressed the challenge of increasing conversion rates during the acquisition flow for Small and Medium-sized Business (SMB) owners seeking productivity software on Office365.com. The primary objective was to identify and address conversion barriers within the customer journey resulting in 98% drop off rates. 

Leveraging a combination of external and internal qualitative and quantitative research, including flash feedback usability studies and user interviews, I curated and validated a hypothesis based on human-centered design principles. Through careful analysis, I identified 3 key touch points in the customer journey and focused my hypothesis on them as I crafted my disruptive design solution.

Securing executive-level buy-in for the new customer journey was pivotal. Through approximately six pitch presentations to senior stakeholders across multiple teams, I effectively communicated the rationale behind the proposed changes and garnered support for the new designs. 

Collaborating with design teams spanning four orgs, I secured buy-in for the new optimized flow and standardized visual, interaction, and brand design elements, ensuring a seamless end-to-end experience.