Self-initiated project as UX Designer at CM.com from Aug ’22 to Aug ’23 (1 year).
CM.com teams lacked visibility into real user behaviour. Product Managers, engineers, and UX were operating blindly: no idea which features were used, funnel drop‑offs remained unseen, and bug reports couldn’t be recreated—leading to an ever‑growing backlog. UX had little insight into where users stumbled and what mattered most. We relied heavily on anecdotal input from customer success and support teams.
My mission: introduce a tool to provide actual user-level insights and reduce uncertainty across product, engineering, and design teams. I was tasked with evaluating solutions, building a business case, and driving implementation to close the feedback and analytics gap.
Process
I researched several tools and their features that would fit the project, including Logrocket and Hotjar. This resulted in further infestation to the tool Fullstory by means of a pilot implementation.
I made a business‑case presentation advocating for Fullstory as the best fit—highlighting session replay, funnel analysis, behavioural heatmaps, and auto-capture capabilities. I presented a 40K deal to the CTO and CEO and got approval to move forward.
Took ownership of onboarding Fullstory across the entire organisation: guiding the implementation process for 14 teams, collecting questions and feedback, and leading monthly technical implementation calls with the consultant and co-workers.
Ran hands‑on workshops with Product Managers, Engineers, and UX designers, guiding them through interpreting sessions, heatmaps, and funnel metrics.
Collaborated with engineers to configure tracking and support bug diagnosis using session replays.
With the UX team of 9, we defined key real‑time metrics and dashboards to monitor friction and measure the impact of design work.
Result
100 % of Product Managers (14) gained direct access to user behavior data, empowering them to prioritize features and improvements based on real usage.
The team increased visibility into product adoption, allowing data‑driven decisions rather than speculation.
Engineers began relying on Fullstory’s session replay for bug triaging, reducing time spent reproducing issues and accelerating resolution.
UX team created and tracked real‑time metrics, enabling the organisation to allocate resources where user friction was acute and measurable.
Overall, Fullstory transformed the organisation culture from reactive guesswork to proactive, insight‑driven product development.