We ran tests in 2-week increments with A/B tests to see if we should tinker with a page or do a complete redesign and test it against what was running. I worked closely with the engineering, leadership, and product manager to brainstorm possible solutions to the feedback we were constantly collecting from users.
A few tests were directly linked to see if we could reduce bounce and increase flows through the booking process, like adding or taking away too much writing or educational moments. Others seemed more off-beat to see if we could solve a need for a smaller group of users that we theorized were lingering but not converting, like adding bookable flash tattoos that didn't require you to walk into a studio.
We looked at early reads and final data for all the tests running and write briefs for upcoming tests. We staggered tests on different flows to be the most efficient.