QShop Tech
The multi-product commerce portfolio I grew from a leaky funnel to 59,700+ stores.
01 · Problem
Across emerging markets, thousands of merchants struggled to come online and stay online. Onboarding leaked 70% of new businesses before they ever transacted, so growth was capped no matter how many merchants we acquired.
02 · Hypothesis
The obvious fix was to strip out steps and make onboarding shorter. I instrumented the funnel, found drop-off concentrated early in activation, and formed a different hypothesis: the problem was not the number of steps, it was that the first run asked merchants to commit real effort and their own data before they had seen any value.
03 · What I did
I ran A/B tests on the activation flow, then reviewed the results both quantitatively and qualitatively, the numbers told me where merchants left, the conversations told me why. The data pointed to one insight: people wanted to explore the product before committing their own data. So I built a sample, pre-filled first-run experience they could play with first, and only asked for real input once they had seen the value. That shortened time-to-value instead of just shortening the form, and I validated it before spending heavy engineering.
04 · Outcome
Drop-off fell from 70% to 45%. That single change compounded across activation, retention, and revenue per user, and the portfolio grew to 59,700+ stores processing $5.2M in annual GMV and 18,000+ monthly orders. The lesson I kept: the answer was not fewer steps, it was getting users to value sooner by letting them explore before they commit.
05 · How I led the team
Scaling this meant I could not be the bottleneck. I moved the team from task-by-task direction to a milestone-based operating model: clear goals and owned milestones, with autonomy on how to hit them, across Design, Engineering, and Associate PMs. Sprint velocity rose 30%, and the business kept moving when I was not in the room. I also held a disciplined roadmap, shipping the 3 features that drove a 15% engagement lift and 10% fewer support tickets by killing the 20 requests that did not earn their place.
06 · Features & outcomes
Activation Flow Redesign. Redesigned the activation flow through hypothesis-driven testing. One change compounded across activation, retention, and revenue per user.
Portfolio Scale. Owned end-to-end product strategy from discovery through delivery, scaling a multi-product portfolio to 59,700+ stores and 18,000+ monthly orders.
Disciplined Roadmap. Shipped 3 core features that drove a 15% engagement increase and 10% fewer support tickets, by killing the 20 requests that didn't make the cut.
Team Operating Model. Built a milestone-based autonomy framework that lifted sprint velocity 30% across Design, Engineering, and Associate PMs, so the business could scale without me as the bottleneck.