Domain

At Carvana, as the Lead Product Manager, Growth, I was responsible for overseeing the website NUX (new user experience), conversion optimization, and Ownership Experience. One of my key achievements was leading the successful launch of Homepage Personalization (e.g. the 'Next Best Action' service).

Overview

We transformed the static Carvana homepage from a generic 'marketing-centered' experience into a personalized 'conversion engine’. The personalized experience reflects a user's activity, such as recently viewed vehicles, current order state, and alerts to help the user pick-up where they left off. It also provides suggestions, including recommended vehicles, based on their activity.

This large-scale project involved constructing new backend and frontend capabilities, including but not limited to a new Backend for Frontend (BFF) service, developing several new endpoints, building a new UI library and components, and making significant changes to experimentation bucketing logic.

Impact:

~$40MM in incremental gross profit per year lift (aggregated across multiple iterative experiments)
~2% lift to sales, scaled impact, stat sig. (aggregated across multiple iterative experiments)

v1 Experience

Note: observed on dev environment.

https://www.youtube.com/shorts/jjl_BfwwHiQ

Next Best Action Platform VisionType

This is where it all started…

https://whimsical.com/0-1-prototyping-next-best-action-service-7un2UkAFSpAhWYGMMkKHxg