Built personalized onboarding flows, custom React experimentation infrastructure, analytics tracking, and shared UI systems for Fender Play, helping product teams measure activation, iterate on onboarding experiences, and improve post-trial retention.
Fender Play is Fender's subscription-based learning platform for guitar, bass, and ukulele players.
This project focused on improving the onboarding experience for new users by combining personalization, authentication, experimentation, analytics, and shared frontend systems.
The work connected Fender Play with Fender Connect identity flows, helped product teams run onboarding experiments, and improved visibility into activation and retention behavior.
Personalized onboarding was a critical part of Fender Play's subscription funnel.
The team needed a way to create dynamic onboarding experiences based on user inputs such as skill level, goals, and instrument preferences while also measuring how those experiences affected activation and retention.
A key technical challenge was experimentation. At the time, the mobile team was using Firebase's built-in A/B testing tools to run onboarding experiments. However, Firebase's web A/B testing approach did not fit cleanly with Fender Play's React application architecture, where experiences were rendered through a virtual DOM rather than Firebase's expected traditional DOM-oriented implementation.
The challenge was not only building a better onboarding experience. It was building the frontend experimentation and analytics foundation needed to improve onboarding over time.
Built onboarding flows that adapted to player goals, skill level, and instrument preferences.
These flows created a more relevant first-time experience for new subscribers and helped connect users to a learning path that matched their needs.
Integrated onboarding with Fender Connect SSO using OAuth-based authentication flows.
This helped users move between Fender Play and the broader Fender account ecosystem while maintaining a consistent identity and profile experience.
Built a custom experimentation pipeline for Fender Play's React application.
Instead of relying on Firebase's out-of-the-box web A/B testing UI, Firebase was used for traffic allocation and cohort assignment. Experiment measurement then flowed through a custom analytics pipeline using Avo and Segment.
This created a more flexible experimentation model for React-based product experiences.
Built analytics tracking and monitoring dashboards for onboarding experiments.
The measurement layer helped product and engineering teams evaluate onboarding starts, onboarding completion, skill-level selections, instrument preferences, activation behavior, and retention impact by experiment cohort.
Contributed to the shared Fender Play 5.0 component system in Storybook.
The component system improved UI consistency across onboarding, subscription, and account-related experiences while increasing developer velocity for future product work.