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The Challenge

B2B teams across a $4B organization with 4M+ monthly visitors.
Ran random tests on random products with no structure or success criteria.
The conversion funnel was unpredictable.
Dev and design hours went to products that earned $0 ROI.

Key problems

No structured testing process or success criteria.
Inconsistent conversion rates.
Teams couldn’t tell which change worked (or why).

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What I Did

Prioritized high-traffic, high-drop-off products first instead of optimizing everything equally.
Built a scalable A/B framework that tests hypotheses, not hunches.
Built a backlog that powered 100s of tests on pages, CTAs, and flows.
Mapped the end-to-end customer journey to identify conversion drop-offs.
Led a cross-functional team of 10+ across Data Science, Engineering, Design, and Content.
Aligned growth, design, and engineering on testable ideas.
Created feedback loops so results feed into prioritization.

How I Think

I test assumptions, not features.

This product experimentation system:

Focused teams on high-leverage products first, not everything at once.
Left behind a repeatable process the team still uses.
Delivered compounding learning across a $4B organizational portfolio.

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Results

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🚀 Up to 2x improvement in conversion rates in 6 months.

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📉 50% reduction in purchase funnel abandonment.

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🧪 100s of tests executed in a structured cadence.

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💬 Stakeholders now debate data, not opinion.

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Seeking Senior, Principal, or Lead Product roles at Series A-D SaaS companies

I bring 10+ years of scaling SaaS products from early traction to sustainable growth. Based in Toronto.

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Let's connect → LinkedIn

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About me

Darpan Dadhaniya

Toronto, Canada

Leadership Values

Product Thinking

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Product-Led Growth

Activation Playbook

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Product Foundations

Metrics Playbook

Roadmap Playbook

Prioritization Playbook

Experiments Playbook

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