TeamSnap case study

Growth & Conversion

B2C · A/B testing · End-to-end redesign

At TeamSnap I led growth optimization across three key areas: team creation, conversion to paid, and user onboarding. I operated as a one-person team — owning strategy, A/B test setup, data analysis, and front-end implementation end to end, pulling in cross-functional collaborators for review and feedback.

Role

Lead Growth and Conversion Designer
Scope

Growth strategy, A/B testing, data analysis, front-end implementation

Part 1 Team Creation

Web · iOS · A/B testing

Team creation was the primary growth driver for the platform. I ran a series of A/B tests to reduce friction and increase the number of teams created, while maintaining paid conversion.

Web

Team creation prioritized conversion over growth. I proposed flipping that priority, implemented a series of A/B tests, and landed on a frictionless creation flow that removed the plan step entirely.

Result

+21% new teams

No loss in paid conversion.

Winning flow removing the plan step entirely to create a frictionless start.

First test variant reducing friction in the team creation entry flow.

Second test variant pushing further toward a more direct creation path.

Control experience with plan selection required before team creation.

iOS

The create team form was crowded and collected more information than it needed to. I redesigned it down to three fields, moving location data to a contextual prompt when users create their first event.

Result

+17% new teams

Simpler inputs reduced friction at the start of the flow.

iOS create team flow before redesign. — Before

iOS create team flow after redesign. — After

Part 2 Conversion to Paid

Desktop · Mobile · Plan optimization

I focused on optimizing the plan selection and purchase flow to increase conversion to paid plans across desktop and mobile experiences.

Desktop

I ran multiple rounds of plan page testing focused on premium conversion, exploring feature list formatting, price anchoring, plan ordering, and layout changes.

Result

+40% conversion to paid

Premium banner + high-to-low plan order

Price anchoring with high to low plan order - 13% lift

Mobile

Mobile plan pages had high abandonment. Consolidating plans into one page and adding a skip option that placed users on the free plan rather than forcing a decision proved to be the unlock.

-60%

abandonment

+6%

conversion on mobile

Mobile plan page before adding the skip path. — Before

Mobile plan page after adding the skip path. — After

Part 3 Onboarding

Redesign · A/B testing · First-party data

I spearheaded a redesign of the user onboarding flow, owning the project from end to end — strategy, design, testing, front-end implementation, and data analysis. The goal was to decrease drop-off and increase commerce submissions.

Large, easily tappable radio and checkbox components for better mobile data entry
Steps reduced from 6 to 4 to decrease perceived length
Simplified phone number and family member entry steps
Client-side error handling for immediate feedback

+47%

end-to-end form completion

+29%

commerce submissions

Comparison of before and after onboarding designs.

Impact

The success of the redesign opened a bigger opportunity. I proposed introducing the updated onboarding flow to existing users when they were added to new teams — a chance to standardize data, let users update their information, and create an additional revenue touchpoint through NCSA (National College Scouting Association), a college recruiting commerce partner embedded in the product.

The company agreed. We doubled our revenue with NCSA and further enriched and standardized user data across the platform.