The Case (Study) of the Disappearing Signups 🔍 (with Arielle Coambes)
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About the event
In this session, we’ll explore a case study -- told as a whodunnit. For two years, Mailchimp faced a meaty business problem that unfolded like a mystery novel. Here’s the police report: In 2018, 75% of Mailchimp’s sign-ups never sent their first email. Researchers and analysts sent surveys, launched dozens of experiments, and conducted interviews and usability tests, but the heart of the problem kept slipping through our fingers. We’ll talk about the methods we applied, the value they added, and even which leads you would have chased. And, spoiler alert: We caught the guy at the end.
About Arielle
Arielle Coambes is an insights leader who coaches cross functional teams on how to collect insights directly from users and prospects to make smart decisions throughout the product life cycle. Arielle is the Head of UX Research at FullStory, a digital experience intelligence software.
She regularly speaks on the topics of research methodology, the relationship between UX and Analytics, Growth Hacking, and the power of cross-functional design studios.
She is also an Atlanta native who moved to Utah in March 2020. She holds a Master's degree in Human-Computer Interaction from the Georgia Institute of Technology and a Bachelor's degree in Technical Writing from Georgia Southern University. Her first career was in journalism and media design. Since finding UX, she's worked in research, design, and strategy. She's tried various company sizes and cultures, from working at startups (Mailchimp, FullStory), corporations (Intuit, AT&T, Coca-Cola, Adobe), and a marketing agency (IQ Agency).