Water.com Relaunch
Role: Lead Business Analyst
Timeline: March 2024 – November 2024
The Challenge
Water.com, Primo Water’s direct-to-consumer subscription platform, was due for a complete overhaul. The existing site struggled with low conversion rates, poor mobile performance, and a fragmented user experience, all of which limited customer acquisition and retention. The business needed a scalable, modern solution that could drive measurable growth and support long-term digital strategy.
My Role
As the Lead Business Analyst on the project, I was responsible for bridging business needs with technical delivery. I collaborated across stakeholder groups, including product owners, developers, UX designers, SEO specialists, and senior leadership, to define the product roadmap, manage requirements, and guide the team through agile delivery.
My responsibilities included:
Defining product requirements and translating them into actionable epics and user stories
Prioritizing the product backlog and leading grooming, sprint planning, and QA coordination
Aligning technical and business stakeholders around key goals, features, and launch timelines
Reporting on performance metrics and release impact to executive leadership
The Solution
Working in two week agile sprints, we redesigned the Water.com experience from the ground up, including the homepage, subscription flow, mobile experience, and core site architecture. SEO and analytics were built into the design process to ensure ongoing performance visibility and scalability.
Key enhancements included:
A streamlined, mobile-first subscription checkout flow
Page speed and usability improvements to reduce bounce and friction
Optimized navigation and content structure for better customer engagement
Stronger alignment between marketing goals and technical execution
The Results
Within the first 90 days of launch, we saw substantial improvements across key digital KPIs:
Conversion rate increased by over 170%
Website sessions more than doubled, driven by improved UX and SEO
Bounce rate dropped significantly across core user flows
Subscription completions and customer satisfaction both improved