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ContextNew users needed a clearer route through setup and toward the first meaningful product outcome.

DiagnosisI used behavioral data and user evidence to identify friction and shape a sharper activation hypothesis.

What I didRedesigned the in-app onboarding experience and validated the change with an A/B test.

ContextThe websites needed to make the value clearer and help more of the right visitors act.

DiagnosisCombined customer insight with funnel evidence to focus the experience around the strongest decision drivers.

What I didImproved positioning, copy and UX at Crearte, resulting in a 30% increase in conversion. I also contributed to a Sendcloud website overhaul that lifted conversion by approximately 30% too.

ContextThe opportunity was not another acquisition channel, but more value from relationships already in place.

DiagnosisLooked for a commercially useful overlap between customer needs, product capability and reachable segments.

What I didHelped turn the opportunity into a targeted cross-sell motion that produced more than €20K in incremental MRR.

ContextI wanted to create a genuinely useful reference for people improving SaaS onboarding — without an existing audience.

DiagnosisA structured library of real setup experiences could serve both a research need and long-tail search demand.

What I didAnalyzed 220+ B2B SaaS onboarding and setup flows, structured the findings and grew the resource to approximately 20,000 monthly visitors.