Feature Walls
Turning Missed Traffic into Growth
BUSINESS PROBLEM
Highest-traffic pages, lowest clarity
Users couldn’t understand the product
No team owned the value narrative → conversion gap
CHALLENGES
Fragmented ownership (Growth, MKTG, Eng)
Conflicting goals: persuasion vs. reusability
Outdated content, stale messaging
MY ROLE
Identified unowned space
Secured buy-in from Growth leadership
Led design across teams
Ran prototyping + A/B testing (static, video, interactive)
IMPACT
+22% conversions
+11% cluster upgrades
–11% paid deletions
6 teams adopted pattern → systemization
Feature Walls
Turning Missed Traffic into Growth
BUSINESS PROBLEM
Highest-traffic pages, lowest clarity
Users couldn’t understand the product
No team owned the value narrative → conversion gap
CHALLENGES
Fragmented ownership (Growth, MKTG, Eng)
Conflicting goals: persuasion vs. reusability
Outdated content, stale messaging
MY ROLE
Identified unowned space
Secured buy-in from Growth leadership
Led design across teams
Ran prototyping + A/B testing (static, video, interactive)
IMPACT
+22% conversions
+11% cluster upgrades
–11% paid deletions
6 teams adopted pattern → systemization
Feature Walls
Turning Missed Traffic into Growth
BUSINESS PROBLEM
Highest-traffic pages, lowest clarity
Users couldn’t understand the product
No team owned the value narrative → conversion gap
CHALLENGES
Fragmented ownership (Growth, MKTG, Eng)
Conflicting goals: persuasion vs. reusability
Outdated content, stale messaging
MY ROLE
Identified unowned space
Secured buy-in from Growth leadership
Led design across teams
Ran prototyping + A/B testing (static, video, interactive)
IMPACT
+22% conversions
+11% cluster upgrades
–11% paid deletions
6 teams adopted pattern → systemization
The narrative
The narrative
Let's dive deeper into the context of the problem and why it mattered
Let's dive deeper into the context of the problem and why it mattered
The Problem
Underleveraged Properties
Feature Walls were MongoDB’s highest-traffic pages — thousands of visits daily — but conversions lagged. Users couldn’t tell what MongoDB actually offered. Content was outdated, and the value unclear. I saw a high-leverage opportunity: clarify value, increase trust, and guide activation.
Alignment
Validating the Project
It all started when I stumbled on an unowned gap in an old growth doc and pitched a test to the Director of Growth.
Alignment
Validating the Project
It all started when I stumbled on an unowned gap in an old growth doc and pitched a test to the Director of Growth.
Alignment
Validating the Project
It all started when I stumbled on an unowned gap in an old growth doc and pitched a test to the Director of Growth.
Hypothesis
Defining Success
From there the hypothesis was: if we clarify value, users will engage deeper and convert more often. I built conviction showing these inconsistencies and competitor teardowns, and earned a pilot to run an A/B test on the Search product feature wall.
Hypothesis
Defining Success
From there the hypothesis was: if we clarify value, users will engage deeper and convert more often. I built conviction showing these inconsistencies and competitor teardowns, and earned a pilot to run an A/B test on the Search product feature wall.
Hypothesis
Defining Success
From there the hypothesis was: if we clarify value, users will engage deeper and convert more often. I built conviction showing these inconsistencies and competitor teardowns, and earned a pilot to run an A/B test on the Search product feature wall.
My Role & Team
A Collaborative Process
I led design strategy and execution — balancing growth goals with marketing and engineering constraints. My focus was to create a reusable system, not one-off pages.
My Role & Team
A Collaborative Process
I led design strategy and execution — balancing growth goals with marketing and engineering constraints. My focus was to create a reusable system, not one-off pages.
My Role & Team
A Collaborative Process
I led design strategy and execution — balancing growth goals with marketing and engineering constraints. My focus was to create a reusable system, not one-off pages.
Content Audit
Different Needs
Content Audit
Different Needs
Content Audit
Different Needs
Interactive Component
Moderated Card Sort Results
With 25 Users
The final system defined slots for hero, demo, feature overview, and other sections. Product teams could swap content without breaking consistency. Here you see the top content pieces based on user preference.
Moderated Card Sort Results
With 25 Users
The final system defined slots for hero, demo, feature overview, and other sections. Product teams could swap content without breaking consistency. Here you see the top content pieces based on user preference.
Moderated Card Sort Results
With 25 Users
The final system defined slots for hero, demo, feature overview, and other sections. Product teams could swap content without breaking consistency. Here you see the top content pieces based on user preference.
Final Spec
Search Feature Page
Final Spec
Search Feature Page
Final Spec
Search Feature Page
Quant Results
Communication from Growth PM
After launch we saw 11% cluster upgrades, –11% paid deletions, +22% production conversions. Hundreds of orgs moved deeper into MongoDB’s ecosystem and we saw significant revenue commitment from this redesign. After the pilot, 5 more teams adopted the template within a quarter. Feature Walls became the standard for how MongoDB communicates product value within its flagship Atlas product.
Quant Results
Communication from Growth PM
After launch we saw 11% cluster upgrades, –11% paid deletions, +22% production conversions. Hundreds of orgs moved deeper into MongoDB’s ecosystem and we saw significant revenue commitment from this redesign. After the pilot, 5 more teams adopted the template within a quarter. Feature Walls became the standard for how MongoDB communicates product value within its flagship Atlas product.
Quant Results
Communication from Growth PM
After launch we saw 11% cluster upgrades, –11% paid deletions, +22% production conversions. Hundreds of orgs moved deeper into MongoDB’s ecosystem and we saw significant revenue commitment from this redesign. After the pilot, 5 more teams adopted the template within a quarter. Feature Walls became the standard for how MongoDB communicates product value within its flagship Atlas product.
Reflections
Pricing Calculator
Reflections
Pricing Calculator
Reflections
Pricing Calculator
Interactive Component