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Outdated content, stale messaging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
Business Context
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 Content was outdated, the value unclear, and pricing hidden.
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.
Hypothesis
Defining Success
From there the hypothesis was: if we clarify value and pricing early, 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
"If we clarify value early, users will engage deeper and convert more often."
Moderated Card Sort Results
Aligning Execution
From there the hypothesis was: if we clarify value and pricing early, 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.
Feature Overview
Iterating on Concepts
From there the hypothesis was: if we clarify value and pricing early, 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
From there the hypothesis was: if we clarify value and pricing early, 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.
Getting Started Guide
Iterating on Concepts
From there the hypothesis was: if we clarify value and pricing early, 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.
Demo Playground
A Research Insight
From there the hypothesis was: if we clarify value and pricing early, 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.
Before & After
A New Pattern Emerges
From there the hypothesis was: if we clarify value and pricing early, 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.
Interactive Component
The narrative
Now let's dive deeper into the context of the problem and why it mattered
Interactive Component
Reflections
Pricing Calculator
From there the hypothesis was: if we clarify value and pricing early, 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.
Impact
A/B Test Success
From there the hypothesis was: if we clarify value and pricing early, 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.
Impact
A/B Test Success
From there the hypothesis was: if we clarify value and pricing early, 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.
