Discover the unique user experience path that Craig Kistler, Director of Personalization & Experimentation at Signet Jewelers followed in this third episode of Season 2.
Craig Kissler, currently the Director of Personalization and Experimentation at Signet Jewelers, shares his professional journey and insights into the evolving landscape of user experience (UX) and experimentation. His unique role focuses on running A/B tests and on-site personalization to improve product discovery and increase conversion rates, effectively bridging user experience with measurable business outcomes.
Professional Journey and Career Highlights
- Early Career Start:
- Initially studied graphic design with aspirations to design album covers.
- Entered the web design field in the late 1990s through a chance encounter with a small web shop.
- Learned HTML coding and built websites using tables before CSS was widespread.
- Transition into UX:
- Landed a consulting job by claiming skills in wireframing, which he learned on the job.
- Influenced by Doug Hopkins, who introduced him to the fundamentals of UX such as sitemaps and usability testing.
- Joined Progressive Insurance, working in usability labs and deepening his understanding of user-centered design and research.
- Role at Signet Jewelers:
- Joined about 10 years ago as the first and initially only UX professional.
- Took over A/B testing efforts due to dissatisfaction with existing practices, combining UX insights with experimentation to directly drive business value.
- Now leads a team focused on experimentation and personalization, distinct from the experience design department.
Core Concepts and Key Insights
- UX and Business Alignment:
- Craig emphasizes the importance of aligning UX efforts with business goals, particularly increasing revenue through improved user experiences.
- He challenges the misconception of UX as merely “warm and fuzzy,” stressing its critical role in conversion rate optimization and measurable business impact.
- Evolution with Technology:
- His career mirrors the technological shifts from early web design to modern digital experiences.
- Recognizes the rapid expansion of online shopping and digital interactions, accelerated by factors such as the COVID-19 pandemic.
- Highlights the growing reliance on digital tools for everyday needs, exemplified by his personal experience using Instacart during a vacation.
- Future of UX and Experimentation:
- Predicts continued growth and transformation in the UX field, driven by evolving technologies and user behaviors.
- Urges professionals to remain flexible, adapt to new tools and trends (e.g., metaverse), and continuously seek small, incremental wins that demonstrate value to the business.
Advice for Aspiring UX Professionals
- Tie Efforts to Business Value:
- Becoming indispensable requires showing clear business impact, such as through improved conversion rates or revenue gains.
- Be Flexible and Incremental:
- Avoid rigid processes or lengthy timelines disconnected from immediate business needs.
- Deliver incremental improvements aligned with long-term UX strategies.
- Embrace New Technologies and Risks:
- Stay curious and willing to explore emerging trends even if they seem unfamiliar or challenging.
- Experimentation and adaptability are key to career progression.
Key Takeaways
- UX is fundamentally about making user interactions easier and directly supporting business objectives.
- Experimentation and personalization are powerful tools to validate UX improvements with data and business metrics.
- The field of UX is rapidly evolving, and professionals must embrace flexibility and ongoing learning.
- Small, incremental wins that demonstrate business value are crucial for career sustainability and organizational buy-in.
- The COVID-19 pandemic accelerated digital transformation, increasing demand for UX professionals.
Transcript
[Music]
Marc: Welcome to another episode of UX Pathways. I’m joined today by Mr. Craig Kissler. Craig, how are you?
Craig: Good, man. How are you?
Marc: Really good. Great to have you on the podcast. We’ve been trading emails, so I’m excited to finally talk. To start, can you tell everyone what your current role is?
Craig: Sure. I’m the Director of Personalization and Experimentation at Signet Jewelers. It’s not a title you typically hear in user experience, but essentially I’m responsible for A/B testing and on-site personalization. My job is to help visitors find products more easily and ultimately convert—which helps the business.
To me, that aligns perfectly with UX: making things easier for users while providing measurable business value.
Marc: I always find it interesting how people get into this field. How did you end up in UX?
Craig: Pure dumb luck. I went to college for graphic design because I wanted to design album covers—back when those were still a thing.
A small web shop came to my art school to give a presentation. On a whim, I called them afterward and asked if they’d review my portfolio. They invited me in, and after a 30-minute conversation said, “We don’t have a designer—want a job?”
I had no web experience. They taught me hand-coded HTML—this was the late ’90s, before CSS, building everything with tables.
I bounced around a few web jobs and eventually saw a consulting role that required wireframes. I lied and said I knew how. I went home, learned Photoshop wireframing overnight, and got the job.
A guy named Doug Hopkins introduced me to UX—back then it meant sitemaps and wireframes. He later left for Progressive Insurance and recommended me. That’s where I really dove in: usability labs, wireframes, research, understanding why we design something rather than just placing buttons.
After a few more roles, I landed at Signet about ten years ago as their first and only UX person. As the team grew, they brought in more tools, including an A/B testing platform. I didn’t like how it was being run, so I took it over.
That’s when it clicked:
If we run experiments based on usability findings, and the test outperforms a bad default, we increase conversions and revenue.
I suddenly had the formula for tying UX improvements directly to dollars, and that’s how I ended up where I am today.
Marc: There’s a surge of people wanting to switch careers into UX. Why do you think that is?
Craig: Look at the last few years—everything moved online. I’ve been fully remote for more than three years now. Without COVID, that might not have happened.
Online shopping exploded, and the ease of digital experiences is addictive.
A recent example: we were on vacation in an Airbnb that was awful. We needed water and basic supplies. No stores nearby.
My first thought? Instacart.
Within minutes, I had water delivered as we were booking a new Airbnb and calling an Uber—all from my phone on the beach.
People see how digital everything is becoming and realize, “This industry isn’t going anywhere.”
And importantly, careers can evolve. I wanted to design album covers; that job barely exists. You have to adapt as technology changes, and UX is at the center of that evolution.
Marc: As UX grows and shifts, what advice do you have for someone aspiring to enter the field?
Craig: Find a way to tie your work to business value.
It makes you indispensable.
UX is becoming overly precious in some organizations—very rigid processes, long timelines, and the belief that things must follow a perfect sequence. That may be ideal, but it doesn’t match business reality.
You’ll succeed if you can be flexible and give the business incremental wins while still working toward your long-term UX vision.
If your approach is:
“Business, stop everything for six months while we research and strategize,”
you won’t last long.
You must show how your work:
- helps the business make money
- reduces friction
- increases conversion
- solves real problems
And stay open to new opportunities. I wouldn’t be where I am if I hadn’t taken risks or tried new things.
The metaverse is beyond me right now—but if I needed to understand it, I’d Google it, learn it, and experiment. UX requires constant curiosity.
Marc: Your journey and perspective are inspiring—for newcomers and seasoned professionals alike. Thank you for sharing your insights and experience.
If someone wants to connect with you, where should they go?
Craig: LinkedIn is the best place, or you can email me. Either works.
Marc: Craig, it was a pleasure having you on the podcast. Continued success to you.
Craig: Thanks, Marc.
[Music]
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