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UX Research at a scrappy startup, I wore many hats.
UX Research at a scrappy startup, I wore many hats.
My time at ListReports started as an internship which turned into a full-time offer that I saw through until a year after acquisition when the Highway laid off the research department, head of product, and one of the founders. ListReports was a place where everybody trusted each other, and I was given the keys to the kingdom on day one. Even as an intern, I had full permission to message all our customers and database access to understand what they were all doing. With that trust, I could effectively understand internal and external processes and optimize our company and our users.
Under NDA: Highway/ListReports B2B Platform Walkthrough
A deep dive into B2B growth and product analytics. Three walkthroughs showing how I mapped churn pathways, modeled lifecycle engagement for 300k+ users, and scaled analytics infrastructure across 20+ post-acquisition products.
- 01
Reactivation Flow Optimization
Streamlining B2B subscriber reactivation. I mapped operational handoffs between CS and Engineering, used Heap to analyze reactivation drop-offs and isolate manual bottlenecks in Salesforce account provisioning, and built an automated self-serve billing step to convert 300 ghost subscribers back into paying users.
- 02
Predictive Engagement Modeling
Defining what active usage means at scale. I applied the Reforge methodology alongside probability models and regression analysis to classify 300k+ users into distinct lifecycle cohorts, providing product teams with clear quantitative thresholds to predict subscriber retention.
- 03
Cross-Product Event Instrumentation
Designing B2B product analytics from the ground up. Post-acquisition, I built the full tracking infrastructure for 20+ legacy products using a systematic naming hierarchy, deployed Heap and Mixpanel dashboard suites, and established a data-driven framework to sunset or invest in products based on active user share.
Want to see the work?
I'm happy to walk through my case studies in a 1:1 while respecting confidentiality agreements.
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