Within Virgin Media’s live revenue environment, I led performance-led UX optimisation across key funnel stages — homepage entry, checkout review, and Open Banking integration — using structured research, variant testing, and controlled validation. Homepage re-architecture prioritised early eligibility signalling and personalisation, delivering +16.21% uplift in conversion, +6.29% increase in progression to checkout, and +102% growth in postcode checks following live A/B testing. The Review & Submit checkout page was restructured for clarity and hierarchy, achieving a +10.1% uplift in conversion and full rollout across sales flows after quantitative validation. Open Banking optimisation differed in scope, focusing on pre-launch usability and trust validation rather than live uplift. Research identified reassurance and clarity as critical adoption drivers, enabling UX refinements before release, though commercial metrics were not yet available. Together, these initiatives demonstrate how structured experimentation and behavioural insight directly translate into measurable commercial impact within enterprise-scale platforms.