Use Case N°4 — TheFork
A B2B redesign that moved conversion by 60%
Owning the strategy and the agency relationship behind TheFork's B2B site accross the 12 markets
TheFork's B2B site sells its reservation and restaurant management software directly to restaurant owners across all its markets.
Tools
Figma, Drupal, Google Analytics, Tableau, Notion, Jira, Slack, Google Suite
Role
Product Owner
Duration
2022-2023
The Challenge
Almost nothing in place to measure conversion
TheFork's B2B site drove roughly 80% of its raw inbound demand through just two page types, the homepage and its landing pages, plus a single inbound form, all designed and built through an external agency, Fabernovel, rather than an in-house team. Any change to those pages needed validating and rolling out across six local B2B marketing teams, on top of a full rebrand to match TheFork's new visual identity. And before conversion could even be optimized, the tracking to measure it barely existed: no GTM events, no consistent reporting, no A/B testing in place.
What i did
Steering the work, not doing it alone
01
Set the B2B site's strategy, roadmap, and priorities, and became the single point of contact between Fabernovel's team (PM, developer, UX/UI designer) and TheFork's six local B2B marketing teams
02
Owned each project end to end, from the homepage and landing page redesigns to the inbound form, a full rebrand to TheFork's new identity, and the Calendly integration, briefing and validating every planning, design, and translation step, then tracking delivery and sharing results with every stakeholder involved
03
Built the site's measurement layer from the ground up: briefed the Data team on reporting needs, created GTM tracking events, coordinated implementation with Fabernovel's developer, and set up A/B testing through Google Analytics
04
Ran weekly syncs with Fabernovel to review the backlog and unblock decisions, plus handled the daily back-and-forth in between (Drupal access, launch tracking, bug fixes)
The Impact
A 60% lift that held across every market.
A redesigned homepage, landing pages, and inbound form drove a 60% increase in conversion across all markets between 2022 and 2023. Behind that number: a tracking and A/B testing setup built from scratch, a rebrand rolled out cleanly across six local teams, and a working relationship with Fabernovel solid enough to keep shipping fast, sync after sync.
Use Case N°4 — TheFork
A B2B redesign that moved conversion by 60%
Owning the strategy and the agency relationship behind TheFork's B2B site across the 12 markets
TheFork's B2B site sells its reservation and restaurant management software directly to restaurant owners across all its markets.
Tools
Figma, Drupal, Google Analytics, Tableau, Notion, Jira, Slack, Google Suite
Role
Product Owner
Duration
2022-2023
The Challenge
Almost nothing in place to measure conversion
TheFork's B2B site drove roughly 80% of its raw inbound demand through just two page types, the homepage and its landing pages, plus a single inbound form, all designed and built through an external agency, Fabernovel, rather than an in-house team. Any change to those pages needed validating and rolling out across six local B2B marketing teams, on top of a full rebrand to match TheFork's new visual identity. And before conversion could even be optimized, the tracking to measure it barely existed: no GTM events, no consistent reporting, no A/B testing in place.
What i did
Steering the work, not doing it alone
01
Set the B2B site's strategy, roadmap, and priorities, and became the single point of contact between Fabernovel's team (PM, developer, UX/UI designer) and TheFork's six local B2B marketing teams
02
Owned each project end to end, from the homepage and landing page redesigns to the inbound form, a full rebrand to TheFork's new identity, and the Calendly integration, briefing and validating every planning, design, and translation step, then tracking delivery and sharing results with every stakeholder involved
03
Built the site's measurement layer from the ground up: briefed the Data team on reporting needs, created GTM tracking events, coordinated implementation with Fabernovel's developer, and set up A/B testing through Google Analytics
04
Ran weekly syncs with Fabernovel to review the backlog and unblock decisions, plus handled the daily back-and-forth in between (Drupal access, launch tracking, bug fixes)
The Impact
A 60% lift that held across every market.
A redesigned homepage, landing pages, and inbound form drove a 60% increase in conversion across all markets between 2022 and 2023. Behind that number: a tracking and A/B testing setup built from scratch, a rebrand rolled out cleanly across six local teams, and a working relationship with Fabernovel solid enough to keep shipping fast, sync after sync.