Alexa Roberts

Frontend Engineer @ASICS America Corporation

Boston, MA, US

Led the design and implementation of 100+ high-impact A/B tests across 19 countries to optimize the eCommerce platform, resulting in increased conversion rates, add-to-cart rates, and a significantly improved overall user experience.• Collaborated with product and UI/UX teams to design tests, identify key metrics, and analyze results.• Implemented a global redesign of product landing pages, product detail pages, and site navigation across multiple regions.• Conducted comprehensive QA on all services prior to production launch, confirming test setups, proper tracking, and optimal user experience, ensuring error-free deployments and minimizing post-launch issues.• Utilized observability tooling to monitor test performance and produce meaningful analytics data for external variables.• Deployed product recommendation carousels across key touch points resulting in a higher average order value and enhanced user engagement across all sites.• Worked closely with marketing teams to refine testing strategies and identify high-impact opportunities for optimization.• Regularly collaborated with stakeholders across multiple regions to align on testing strategies, gather feedback, and ensure global consistency, driving more effective experimentation and increasing stakeholder satisfaction.• Created automated tooling and workflows to streamline testing and results tracking across multiple systems and services.• Handled localization of front end components and conducted performance testing on various user experiences across regions and languages with an average of 1 million users per test.• Wrote and maintained technical documentation pertaining to the creation and management of all tests across the platform.

Virginia Tech

Industrial and Systems Engineering