Start-up platform that connects homeowners with local lawn care professionals and more.

Role - Senior UX Researcher

Established a UX Research program and framework while collaborating with multiple departments to increase conversions and customer satisfaction through strategic roadmapping. (See Approach diagram below for process & study examples, some link to the Portfolio page.)

Sample Project - Turning Risky Assumptions into Viable Insights

Lawn Care Canceled Customer Persona Study

Challenge

Leadership and partners at LawnStarter saw a rise in customer churn and decrease in customer retention right before the first service and after their third service, but didn’t know why and made several unsuccessful product changes based on assumptions.

The team needed a better understanding of their canceled customer’s needs, motivations, and challenges to make optimizations to internal processes and have a strategy to redesign the B2C product’s cancelation flows.

Mixed Methods

Nation-wide remote qualitative persona interviews via UserZoom with customers who canceled 6-12 months ago, combined with in-depth quantitative clickstream and internal metric analysis to evaluate Time to Value, Payback/Service Value, Revenue Churn, and Customer Lifetime Value. A follow-up survey was sent next quarter to all canceled customers to assess the impact of product decisions and design iterations.

Impact

Stakeholders gained insights that enhanced empathy and guided a multi-quarter strategy to improve cancellation designs, gradually boosting customer retention. Post design thinking workshop recommendations included educating customers during sign-up to reduce churn from post-purchase “uncertainty.”

Updates were made to sales and support scripts and training materials to align internal processes with customer needs. The companion survey results validated design changes and informed product roadmapping.