Formel Skin offers personalized and remote dermatological treatments to patients with chronic conditions. I worked on a series of quick experiments to enhance the patient experience on the mobile web and drive growth. These experiments ranged from optimizing conversion rates post pre-diagnosis to simplifying the plan selection process, all with a central focus on personalization to elevate the customer journey. Working closely with Product Managers, I rapidly produced new concepts to A/B test and iterate based on results.