Full-Funnel Experience Transformation: Unified product, marketing & care
Unifying Product, Marketing, and Care → +13 % Conversion · $1.4 M Cost Savings
Overview
Before purchase, Tonal’s funnel looked healthy on paper — but conversion rates and CAC told another story. Potential buyers were dropping off late in the funnel, and customer care costs were climbing. Most pre-purchase calls weren’t about the product itself, but about installing it. People simply didn’t know if Tonal could fit in their home, what type of wall they had, or how installation worked — and our website and app weren’t answering those questions.
I initiated Tonal’s first cross-functional research initiative to connect the pre-purchase experience across Product, Marketing, and Customer Care. Through a mix of call shadowing, segmentation surveys, interviews, and funnel analytics, I pinpointed where uncertainty and operational blind spots were eroding conversion and driving support costs.
We learned that buyers needed confidence, not persuasion. The biggest blocker wasn’t price — it was practicality. So, I led a cross-functional workshop with senior leaders to realign teams around a single goal: reduce friction, increase certainty.
Together we developed a suite of proactive solutions:
An AR visualizer that let users see how Tonal would fit in their space.
Educational landing content explaining installation, materials, and what to expect.
In-app guidance linking pre-purchase visualization to post-purchase setup.
This initiative cut pre-purchase support calls by over 40 %, saving $1.4 M annually, and lifted conversion +13 % by shortening time-to-purchase and building confidence before checkout. The AR feature also boosted app downloads, creating a new source of warm leads and awareness.
Unified Product, Marketing, and Care to create a cohesive pre-purchase experience — boosting conversion +13 % and saving $1.4 M annually.
Business Challenge
High operational costs due to repetitive pre-purchase Care calls.
Unclear installation guidance causing drop-offs during consideration.
Product, Marketing, and Care teams worked in silos with separate KPIs.
CAC rising despite strong brand awareness and marketing spend.
Mapped Tonal’s full customer lifecycle to expose cross-functional silos and pinpoint friction from first touch through installatio
Approach
Phase 1 — Diagnose
Call shadowing + Care transcript analysis to quantify top inquiry types.
Survey (n ≈ 2,000) to identify pre-purchase hesitation points.
Behavioral segmentation by region, gender, home type, and ownership pattern.
Funnel analytics to track where uncertainty correlated with drop-off.
Audited the pre-install funnel — revealing fragmented communication and unclear ownership between Marketing, App, and Care.
Phase 2 — Co-Create & Align
Organized Tonal’s first cross-functional research offsite with leaders from Product, Marketing, Design, and Customer Care.
Facilitated workshops to map funnel friction, define shared OKRs, and agree on roadmap priorities for the year.
Unified messaging and design strategy around confidence, fit, and simplicity.
Phase 3 — Deliver
Partnered with Product and Design to prototype an AR visualizer showing Tonal in real scale on users’ walls.
Created new educational landing pages addressing installation, delivery, and mounting concerns.
Embedded installation Q&A modules in both web and mobile flows.
Connected visualization experience to app onboarding → boosting awareness and downloads.
Insights
Uncertainty = churn: lack of clarity about fit or installation stopped buyers cold.
Education builds trust: transparency about logistics reduced anxiety and increased readiness.
Visualization > persuasion: when users could see Tonal in their space, purchase intent doubled.
Cross-functional visibility turned reactive service costs into proactive design decisions.
Synthesized Care-call and survey data to uncover key behavioral barriers: trust, decision fatigue, and lack of guidance.
Unified Product, Marketing, and Care around shared funnel KPIs and OKRs.
Reduced time-to-purchase through confidence-driven education.
Created a new acquisition loop: AR visualization → app download → guided sale.
Designed the “View in Room” AR tool to turn uncertainty into confidence — bridging consideration to purchase with immersive visualization.
Leadership & Influence
Principal–Director (L8–L9) scope:
Initiated Tonal’s first cross-functional offsite aligning executives across Product, Marketing, and Care.
Drove shared prioritization and roadmap creation for all funnel initiatives that year.
Positioned research as a growth and cost-efficiency lever, not just a discovery function.
Mentored PMs and Designers on integrating behavioral insights into GTM strategy.
Embedded research into install and Care workflows — aligning teams around shared KPIs and reducing operational load.
Organizational Impact
This work reframed Tonal’s funnel from persuasion to clarity — connecting marketing, product design, and customer care into a single experience system.
It saved over $1M annually, increased conversion and funnel velocity, and became the foundation for Tonal’s ongoing confidence-based acquisition strategy — blending education, visualization, and trust-building at every stage.
