"Chris's product leadership completely elevated our web experience. He built a data-driven culture, introduced experimentation, and delivered measurable impact across key journeys."
Project Overview
OutSystems, a global leader in low-code development platforms, needed to modernise and optimise its customer-facing digital journeys across all core web channels. With rapidly growing demand and new AI products being introduced, the business required a more personalised, data-driven, experimentation-focused approach to digital experience.
The remit covered improving acquisition, engagement, and conversion journeys, while establishing a scalable, insights-led operating model for continuous optimisation.
As Director of Product Experience, I was responsible for elevating all web customer journeys and establishing a data-first optimisation culture:
-
Led and managed a global, cross-functional team across UX, product design, experimentation, and analytics
-
Owned the product experience strategy for all website funnels
-
Introduced personalisation frameworks and experimentation programs (A/B, multivariate)
-
Worked closely with Product, AI teams, and leadership on the launch of new AI offerings (e.g., OutSystems Mentor)
-
Translated analytics and behavioural insights into prioritised product opportunities
-
Defined roadmaps for journey optimisation, experimentation, and personalisation
-
Improved operational maturity and cross-team alignment
Key Deliverables
-
End-to-end customer journey optimisation across all core web channels
-
Personalisation framework and segmentation model
-
Robust A/B and multivariate testing programme
-
Data dashboards, KPIs, and measurement frameworks
-
Launch and optimisation support for OutSystems AI products (including Mentor)
-
Strategic roadmap for continuous experience optimisation
Outcomes
-
Delivered a double-digit uplift in website conversion through redesigned journeys and targeted personalisation
-
Launched a structured A/B testing programme, generating 50+ validated insights and continuous optimisation wins
-
Increased engagement across key product pages by 30–40% through segmentation and personalised content
-
Reduced friction in priority flows by up to 28%, improving task completion and lead quality
-
Played a key role in the launch of OutSystems AI Mentor, driving a 40% improvement in early adoption
-
Introduced a unified analytics framework that tripled data-driven decision making across global web teams
Goals & KPIs
-
Increase lead quality and conversion across key funnels
-
Introduce scalable personalisation across the web estate
-
Establish a rigorous testing programme for continuous optimisation
-
Improve user engagement, product adoption, and content relevance
-
Support high-visibility global launches, including new AI products
-
Embed a data-first mindset into design and product operations
Challenge
-
Disconnected and inconsistent digital journeys across regions
-
Limited personalisation and low utilisation of behavioural data
-
Minimal structured A/B or multivariate testing
-
High dependency on manual changes without insight-driven prioritisation
-
Increasing complexity with the introduction of AI products (e.g., Mentor)
-
Need for stronger alignment across Product, Marketing, Design, and Engineering
OutSystems needed a cohesive, experimentation-led Product Experience function to unlock growth.
Strategy & Approach
1. Customer journey audit & analytics deep-dive
Mapped existing journeys end-to-end, analysed behavioural patterns, and identified friction points, drop-offs, and commercial opportunities.
2. Experimentation programme implementation
Launched a structured A/B and multivariate testing framework, including:
-
Hypothesis-driven experimentation
-
Test library and backlog
-
Clear governance and success criteria
3. Personalisation strategy & rollout
Defined and deployed segmentation models and personalised content logic across high-impact journeys, improving relevance and engagement.
4. Data-first decision-making
Introduced dashboards, KPIs, and consistent analytics reviews to identify opportunities and validate improvements.
5. Cross-team collaboration for AI product launches
Worked with Product, AI, and Marketing leadership to build and optimise digital journeys for new AI offerings, ensuring clarity, discoverability, and smooth onboarding.
6. Operational excellence & global team leadership
Led design and experimentation teams across multiple regions, improving processes, communication, and delivery velocity.
