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Even with constrained exposure, results were strong. Once the experiment reached a 50/50 traffic split, the redesigned experience showed a 19.3% increase in Microsoft 365 Personal subscriptions. Leadership’s response was immediate: “Why don’t you just build and launch this as the new product of record?” Lasting impact Following the successful experiment, leadership approved the redesign as the new product of record. I partnered closely with engineering to ensure the new experience was responsive, accessible, and aligned with the Microsoft Store design system. Key takeaways Lead stakeholders toward meaningful change Stakeholders were initially hesitant to modify a page that generated revenue. By validating the problem through user research and live site analytics, I built the confidence needed to test a more substantial redesign rather than rely on incremental optimizations. Redesign experiences holistically, not as isolated elements Previous tests focused on optimizing individual components, which resulted in a disjointed overall experience. 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This project demonstrates how I challenged a risk-averse status quo by validating user problems through research and leading a data-informed redesign that improved subscription conversions. Background and context The Microsoft Store team inherited a legacy Microsoft 365 subscription comparison page that was outdated, inconsistent with the store and brand design systems, and filled with fragmented content such as vague feature descriptions. Since the page did generate revenue, stakeholders were hesitant to make meaningful updates due to the risk of negatively impacting subscriptions. Seeing an opportunity to improve the experience, I took the initiative to audit the page and validate whether its structure was hindering subscription decision-making. Challenge Sentiment around the page was highly risk-averse. The live site experimentation team favored small incremental optimizations designed to minimize risk, defining success as “no harm done.” While well intentioned, this approach often produced a fragmented experience and disjointed design changes. I believed this could gradually erode user trust and undermine the integrity of the Microsoft Store experience. Immediately I identified several UI, content, and accessibility issues.","absoluteBoundingBox":{"x":9534.0,"y":653.0,"width":740.0,"height":621.0},"isolatedAbsoluteRenderBounds":{"x":9534.416015625,"y":660.859985351562,"width":733.7490234375,"height":610.339965820312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,470.0]],"size":{"x":740.0,"y":621.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.305419623851776,"g":0.305419623851776,"b":0.305419623851776,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"P","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2],"characters":"Summary
This project demonstrates how I challenged a risk-averse status quo by validating user problems through research and leading a data-informed redesign that improved subscription conversions.\n\nBackground and context\nThe Microsoft Store team inherited a legacy Microsoft 365 subscription comparison page that was outdated, inconsistent with the store and brand design systems, and filled with fragmented content such as vague feature descriptions.\n\nSince the page did generate revenue, stakeholders were hesitant to make meaningful updates due to the risk of negatively impacting subscriptions.\n\nSeeing an opportunity to improve the experience, I took the initiative to audit the page and validate whether its structure was hindering subscription decision-making.\n\nChallenge\nSentiment around the page was highly risk-averse. The live site experimentation team favored small incremental optimizations designed to minimize risk, defining success as “no harm done.”\n\nWhile well intentioned, this approach often produced a fragmented experience and disjointed design changes.\n\nI believed this could gradually erode user trust and undermine the integrity of the Microsoft Store experience.\n\nImmediately I identified several UI, content, and accessibility issues.","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Albert Sans","fontPostScriptName":"AlbertSans-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":120.83332824707,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"5":{"fontFamily":"Albert Sans","fontPostScriptName":"AlbertSans-Regular","fontStyle":"Regular","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100},"2":{"fontFamily":"Albert Sans","fontPostScriptName":"AlbertSans-SemiBold","fontStyle":"SemiBold","fontSize":20.0,"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"156:668":{"type":"TEXT","id":"156:668","name":"A more graceful layout I designed a layout aligned with the Microsoft Store design system while honoring Microsoft 365 and Fluent design principles. Using the framework I defined, I created a more clear and scannable comparison layout. I then began socializing the design with store stakeholders and the experimentation team to build alignment around testing the redesigned experience.","absoluteBoundingBox":{"x":8430.0,"y":3149.0,"width":740.0,"height":189.0},"isolatedAbsoluteRenderBounds":{"x":8430.16015625,"y":3156.4599609375,"width":731.2607421875,"height":178.739990234375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,2966.0]],"size":{"x":740.0,"y":189.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.305419623851776,"g":0.305419623851776,"b":0.305419623851776,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"P","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107,107],"characters":"A more graceful layout\nI designed a layout aligned with the Microsoft Store design system while honoring Microsoft 365 and Fluent design principles.\n\nUsing the framework I defined, I created a more clear and scannable comparison layout.\n\nI then began socializing the design with store stakeholders and the experimentation team to build alignment around testing the redesigned experience.","lineIndentations":[0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"Albert 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Due to stakeholder caution, the redesign initially received limited experiment traffic. Even with constrained exposure, results were strong. Once the experiment reached a 50/50 traffic split, the redesigned experience showed a 19.3% increase in Microsoft 365 Personal subscriptions. Leadership’s response was immediate: “Why don’t you just build and launch this as the new product of record?” Lasting impact Following the successful experiment, leadership approved the redesign as the new product of record. I partnered closely with engineering to ensure the new experience was responsive, accessible, and aligned with the Microsoft Store design system. Key takeaways Lead stakeholders toward meaningful change Stakeholders were initially hesitant to modify a page that generated revenue. By validating the problem through user research and live site analytics, I built the confidence needed to test a more substantial redesign rather than rely on incremental optimizations. Redesign experiences holistically, not as isolated elements Previous tests focused on optimizing individual components, which resulted in a disjointed overall experience. 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Even with constrained exposure, results were strong. Once the experiment reached a 50/50 traffic split, the redesigned experience showed a 19.3% increase in Microsoft 365 Personal subscriptions. Leadership’s response was immediate: “Why don’t you just build and launch this as the new product of record?” Lasting impact Following the successful experiment, leadership approved the redesign as the new product of record. I partnered closely with engineering to ensure the new experience was responsive, accessible, and aligned with the Microsoft Store design system. Key takeaways Lead stakeholders toward meaningful change Stakeholders were initially hesitant to modify a page that generated revenue. By validating the problem through user research and live site analytics, I built the confidence needed to test a more substantial redesign rather than rely on incremental optimizations. 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This project demonstrates how I challenged a risk-averse status quo by validating user problems through research and leading a data-informed redesign that improved subscription conversions. Background and context The Microsoft Store team inherited a legacy Microsoft 365 subscription comparison page that was outdated, inconsistent with the store and brand design systems, and filled with fragmented content such as vague feature descriptions. Since the page did generate revenue, stakeholders were hesitant to make meaningful updates due to the risk of negatively impacting subscriptions. Seeing an opportunity to improve the experience, I took the initiative to audit the page and validate whether its structure was hindering subscription decision-making. Challenge Sentiment around the page was highly risk-averse. The live site experimentation team favored small incremental optimizations designed to minimize risk, defining success as “no harm done.” While well intentioned, this approach often produced a fragmented experience and disjointed design changes. I believed this could gradually erode user trust and undermine the integrity of the Microsoft Store experience. Immediately I identified several UI, content, and accessibility issues.","absoluteBoundingBox":{"x":8430.0,"y":668.0,"width":740.0,"height":621.0},"isolatedAbsoluteRenderBounds":{"x":8430.416015625,"y":675.859985351562,"width":733.7490234375,"height":610.339965820312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,485.0]],"size":{"x":740.0,"y":621.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.305419623851776,"g":0.305419623851776,"b":0.305419623851776,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"P","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2],"characters":"Summary
This project demonstrates how I challenged a risk-averse status quo by validating user problems through research and leading a data-informed redesign that improved subscription conversions.\n\nBackground and context\nThe Microsoft Store team inherited a legacy Microsoft 365 subscription comparison page that was outdated, inconsistent with the store and brand design systems, and filled with fragmented content such as vague feature descriptions.\n\nSince the page did generate revenue, stakeholders were hesitant to make meaningful updates due to the risk of negatively impacting subscriptions.\n\nSeeing an opportunity to improve the experience, I took the initiative to audit the page and validate whether its structure was hindering subscription decision-making.\n\nChallenge\nSentiment around the page was highly risk-averse. 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