Goal: 
Understand why users buy GOAT Life, improve the end-to-end consumer experience, diagnose a sudden ROAS drop, and design a short launch plan for a new flavor.

Tools & Frameworks Used:
Customer interviews, WhatsApp feedback loops, UX audit, CRO thinking, Meta ads diagnosis, launch calendar planning, founder communication frameworks.

What I Did:
Designed customer discovery methods using WhatsApp, calls, checkout polls, and Instagram signals.

Audited the website and unboxing experience to identify trust and conversion gaps.

Diagnosed a ROAS drop from 2.0 TO 1.2 using CPC, CVR, AOV, and site health logic.

Built a 5-day flavor launch calendar across Instagram, WhatsApp, influencers, and ads.

Wrote a founder update note covering wins, blockers, and experiment proposals.

Challenges & Learnings:
Small UX frictions quietly destroy conversion.

ROAS drops are usually about conversion + AOV, not just ads.

Post-purchase WhatsApp flows matter as much as the first click.

Founder updates must be clear, honest, and action-oriented.

Result / Outcome:
Built a complete consumer thinking + experience improvement framework.

Designed a launch-ready 5-day campaign plan for a new flavor.

Created a structured ROAS diagnosis approach to prevent reactive decision-making.

Delivered a founder-ready communication note with clear asks and next steps.

Confidentiality Note:
This project was created as part of a growth hiring assignment. Brand details are used only for case representation. No internal business data has been disclosed.