Jaclyn Ferguson

Led Country Road Group's largest customer research initiative, delivering end-to-end Customer Journey Review across marketing, branding, product, ecommerce, stores, delivery, click & collect, customer service, and NPS. Identified 450 friction points and defined the future-state journey. Authored the first long-term CX strategy with multi-million-dollar uplift projections, including a $55M product marketing strategy and a $111M ecommerce platform optimization roadmap currently in implementation. Delivered seven-figure annual cost savings by shifting to shoppable, product-led digital marketing. Implemented 2-week agile CRO sprints and translated insights into production improvements across app, mobile, and desktop. Prioritized 77 ecommerce conversion recommendations using effort × impact × revenue modelling. Created the first repeatable CRO strategy and governance framework. Built the first AI-enabled UX Research and CRO databases in Confluence for querying validated insights and exper

Led the largest customer research initiative in Country Road Group’s history, delivering an end-to-end Customer Journey Review across marketing, branding, product, ecommerce, retail stores, delivery, click & collect, customer service, and NPS. Identified 450 friction points and defined the future-state journey. Authored the first long-term CX strategy projecting multi-million-dollar revenue uplift over 5 years, including a $55M product marketing strategy and an $111M ecommerce platform optimisation roadmap currently in implementation. Implemented 2-week agile CRO sprints, translating research insights into production improvements across app, mobile, and desktop. Documented and prioritised 77 ecommerce conversion recommendations using effort × impact × revenue modelling to drive incremental, compounding conversion growth. Created the first repeatable CRO strategy and governance framework; aligned designers, BAs and developers, eliminating ad-hoc testing. Built AI-enabled UX Research

Led and scaled research efforts for SignOnSite, including recruitment, interviews, usability testing, and synthesis; partnered with product, design and engineering to translate insights into roadmap priorities and measurable product improvements.