PWA and Onboarding Flow - Trulieve
Led Agile product development for Trulieve’s digital commerce ecosystem, including a Magento and AEM-based progressive web application (PWA), digital menu, and internal content management tools serving customers nationwide.
Jan 1, 2024
CLIENT
Trulieve
CLIENT
Trulieve
CLIENT
Trulieve
Role
Product Manager
Role
Product Manager
Role
Product Manager
Service
Product Management
Service
Product Management
Service
Product Management
What I Owned
What I Owned
What I Owned
Focus and Responsibilities
• Defined the product mission, vision, and onboarding plan to align leadership and cross-functional teams around a shared roadmap.
• Built and maintained the product backlog, opportunity-solution trees, and user interview program to guide feature prioritization and validate user needs.
• Collaborated with Creative, Marketing, Compliance, and multiple contracted development groups to deliver data-driven improvements across web and mobile platforms.
Key Achievements
• Launched a mobile-focused e-commerce PWA that exceeded daily sales targets by approximately 20 percent within its first week.
• Applied Baymard research and analytics insights to redesign the homepage, menus, product listings, search results, and filtering systems, enabling the digital marketing team to run daily promotions that accounted for roughly 40 percent of online revenue.
• Improved key funnel metrics during non-promotional periods, including a 10x increase in first-time visits, 9x growth in products sold, and a 7x increase in add-to-cart actions.
• Partnered with analytics to define new metrics for measuring user journey and team efficiency. Implemented automated product-content generation processes that saved hundreds of internal hours each month.
Tools and Technologies
Google Analytics, Miro, Figma, JIRA, Confluence, Adobe Experience Manager, Magento, Airtable, DBeaver, Slack, Microsoft Suite, Dutchie
Focus and Responsibilities
• Defined the product mission, vision, and onboarding plan to align leadership and cross-functional teams around a shared roadmap.
• Built and maintained the product backlog, opportunity-solution trees, and user interview program to guide feature prioritization and validate user needs.
• Collaborated with Creative, Marketing, Compliance, and multiple contracted development groups to deliver data-driven improvements across web and mobile platforms.
Key Achievements
• Launched a mobile-focused e-commerce PWA that exceeded daily sales targets by approximately 20 percent within its first week.
• Applied Baymard research and analytics insights to redesign the homepage, menus, product listings, search results, and filtering systems, enabling the digital marketing team to run daily promotions that accounted for roughly 40 percent of online revenue.
• Improved key funnel metrics during non-promotional periods, including a 10x increase in first-time visits, 9x growth in products sold, and a 7x increase in add-to-cart actions.
• Partnered with analytics to define new metrics for measuring user journey and team efficiency. Implemented automated product-content generation processes that saved hundreds of internal hours each month.
Tools and Technologies
Google Analytics, Miro, Figma, JIRA, Confluence, Adobe Experience Manager, Magento, Airtable, DBeaver, Slack, Microsoft Suite, Dutchie
Focus and Responsibilities
• Defined the product mission, vision, and onboarding plan to align leadership and cross-functional teams around a shared roadmap.
• Built and maintained the product backlog, opportunity-solution trees, and user interview program to guide feature prioritization and validate user needs.
• Collaborated with Creative, Marketing, Compliance, and multiple contracted development groups to deliver data-driven improvements across web and mobile platforms.
Key Achievements
• Launched a mobile-focused e-commerce PWA that exceeded daily sales targets by approximately 20 percent within its first week.
• Applied Baymard research and analytics insights to redesign the homepage, menus, product listings, search results, and filtering systems, enabling the digital marketing team to run daily promotions that accounted for roughly 40 percent of online revenue.
• Improved key funnel metrics during non-promotional periods, including a 10x increase in first-time visits, 9x growth in products sold, and a 7x increase in add-to-cart actions.
• Partnered with analytics to define new metrics for measuring user journey and team efficiency. Implemented automated product-content generation processes that saved hundreds of internal hours each month.
Tools and Technologies
Google Analytics, Miro, Figma, JIRA, Confluence, Adobe Experience Manager, Magento, Airtable, DBeaver, Slack, Microsoft Suite, Dutchie
Trulieve — Onboarding Experience Optimization
Trulieve — Onboarding Experience Optimization
Trulieve — Onboarding Experience Optimization
Objective:
Simplify and streamline the onboarding experience for new Trulieve users while maintaining compliance with legal and accessibility (ADA) requirements.
Role:
Conducted comprehensive use-case discovery to map all customer onboarding scenarios.
Analyzed behavioral and funnel analytics to identify points of friction within the sign-up flow.
Authored detailed product requirements and coordinated implementation with design, marketing, and compliance teams.
Validated that new pages aligned with accessibility standards, brand guidelines, and conversion best practices.
Outcome:
Reduced the number of onboarding steps by 30%, creating a faster and more intuitive entry experience.
Decreased user drop-off during sign-up by 10%, improving overall conversion and retention.
Delivered a compliant, mobile-friendly experience that balanced usability, compliance, and marketing goals.
Objective:
Simplify and streamline the onboarding experience for new Trulieve users while maintaining compliance with legal and accessibility (ADA) requirements.
Role:
Conducted comprehensive use-case discovery to map all customer onboarding scenarios.
Analyzed behavioral and funnel analytics to identify points of friction within the sign-up flow.
Authored detailed product requirements and coordinated implementation with design, marketing, and compliance teams.
Validated that new pages aligned with accessibility standards, brand guidelines, and conversion best practices.
Outcome:
Reduced the number of onboarding steps by 30%, creating a faster and more intuitive entry experience.
Decreased user drop-off during sign-up by 10%, improving overall conversion and retention.
Delivered a compliant, mobile-friendly experience that balanced usability, compliance, and marketing goals.
Objective:
Simplify and streamline the onboarding experience for new Trulieve users while maintaining compliance with legal and accessibility (ADA) requirements.
Role:
Conducted comprehensive use-case discovery to map all customer onboarding scenarios.
Analyzed behavioral and funnel analytics to identify points of friction within the sign-up flow.
Authored detailed product requirements and coordinated implementation with design, marketing, and compliance teams.
Validated that new pages aligned with accessibility standards, brand guidelines, and conversion best practices.
Outcome:
Reduced the number of onboarding steps by 30%, creating a faster and more intuitive entry experience.
Decreased user drop-off during sign-up by 10%, improving overall conversion and retention.
Delivered a compliant, mobile-friendly experience that balanced usability, compliance, and marketing goals.
