VictorOps: Desiging with Data


As an early stage startup, VictorOps depended on making an unforgettable first impression throughout every digital touchpoint, driving users into trial signups and product demos.

I led the design, development and digital strategy for VictorOps, generating $1.2M+ in revenue, increasing organic traffic by 94% and tripling conversion rates.

Redesigning the Enterprise Experience

Early on, our customers primarily consisted of our end-users. As VictorOps expanded into the enterprise market, we were now selling to C-suite executives at large corporations.

We saw a pattern that these executives were less likely to follow through after signing up for free trials or our weekly public demo. Through auditing our personas, we discovered the following:

User flow showing dropoff points for enterprise funnel

I worked with the sales team to develop a streamlined user journey from the website to conversion to demo, which resulted in a $1.2M+ increase in revenue.

Super simplified enterprise user flow
Redesigned the enterprise demo form

In addition, we found by adding a phone number field to this form, the sales team could follow up almost immediately, and had a 68% better close rate as a result.

Elevating the VictorOps Brand

As VictorOps grew up, we upleveled our marketing material while staying true to our irreverant roots. This included refining our design system for marketing to match our product, along with taking a data-driven iterative design approach, which tripled our conversion rates.