Adriana Ortiz
91%
preferred the expertise-first page
+6%
lift on a 5,000-session live test

Adriana Ortiz, Product Designer & Lead Generation Strategist

User behavior, turned into revenue decisions.

I find out why funnels leak, fix them with behavioral evidence, and ship roadmaps that survive contact with live data.

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Selected work

Case studies, measured.

Three conversion problems. Research, a decision, and a number to show for it.

CASE 02
+6%
lead-form conversion, 70% close rate on those MQLs
Closet World · Homepage + lead form

Booking a consultation made easy

A research-led homepage and lead-form redesign that moved proof above the doubt and the form into the hero. A 5,000-session live test returned a 6% conversion lift.

Usability researchSWOT synthesisLive A/B test
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CASE 01
91%
preferred the expertise-first page
Closet World · Page architecture

“We don’t sell closets. We sell confidence.”

Two research rounds reframed the category page from product catalog to confidence engine, validated by a 91% prototype preference vote.

Information architectureValue-prop strategyPrototype A/B
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CASE 03
3 → 1
pricing models tested, one clear winner
Closet World · Pricing strategy

Should we show the price?

Three pricing models tested head-to-head reframed transparency from a brand risk into a conversion lever, and named the real-time estimator as the build target.

Pricing strategyConcept testingLead quality
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How I work

Strategy on one hand.
Systems on the other.

Design earns its seat when it speaks the language of the business and proves itself in the data.

Strategy

Framing the business problem before the design problem, so every study, prototype, and test moves a number someone cares about.

Systems

Treating every funnel as a system of promises to the user, and every drop-off as data about a promise we broke.

Proof

Deciding with live data, not opinion. Every roadmap ships with a number attached.

Product & UX StrategyConversion & Lead GenerationDecision & Revenue OptimizationExperimentation & A/B StrategyFunnel ArchitectureResearch OperationsSystems ThinkingJourney MappingInformation ArchitectureCross-Functional Leadership

Ambiguity opens a competitor’s tab.

When the next step is unclear, users assume you’re slow, and they leave to find someone who isn’t.

Adriana Ortiz

About

From making things beautiful to making them perform.

I started in visual design. Today I work where product strategy, UX research, and revenue meet: framing the business problem, designing the study that de-risks the decision, and turning findings into roadmaps that engineering, content, and analytics teams actually ship.

The throughline: I treat funnels as systems. My favorite outcome isn’t a screen, it’s a confident decision, made faster, backed by evidence.