About Us
Gregory Thomas
Founder, Conversion Autopsy
I study why people hesitate, where they lose confidence, and how better decisions emerge through evidence—not assumptions.
Behavioral Analysis & Experimentation
20+ years in UX, product strategy, conversion optimization, behavioral analysis, and large-scale interface systems.
Gregory’s background includes enterprise UX architecture, onboarding optimization, usability systems, A/B testing, user research, workflow design, and product refinement across organizations including Visa, Merck, Amnesty International, Eileen Fisher, Tetra Pak, major insurance organizations, municipalities, utilities, investment platforms, and enterprise operational systems.
His work has consistently focused on usability, behavioral clarity, onboarding flow optimization, analytics-driven refinement, and large-scale user experience systems designed for real operational environments.
Daniel Friesen
Lead Software Architect
Building scalable systems that make experimentation reliable, repeatable, and easy to evolve.
Platform Architecture & Engineering
20+ years in software engineering, infrastructure architecture, scalable systems, deployment environments, and long-term platform engineering.
Daniel’s background includes enterprise-grade infrastructure, cloud-native deployment architecture, scalable operational systems, and long-term maintainability across complex software environments.
His experience includes engineering work on online banking systems handling over $1B+ in monthly transactions, institutional systems including Harvard initiatives, infrastructure projects for the United Nations and Australian Cancer Council, open-source software architecture, MediaWiki ecosystem development, modular web application systems, and modern platform tooling.
His technical philosophy centers around scalability, maintainability, infrastructure portability, modular architecture, deployment efficiency, and long-term product evolution.
Julio Robles
Experimentation Engineer
Building the systems that turn behavioral insights into measurable experiments.
Experimentation & Product Engineering
Julio specializes in implementing experimentation systems, behavioral analytics, and product infrastructure that enable continuous learning from real user behavior.
His background spans full-stack web development, analytics implementation, experimentation platforms, data integration, and modern JavaScript application development. At Conversion Autopsy, Julio leads implementation work across GrowthBook experiments, analytics instrumentation, behavioral tracking, and product integrations that transform research into measurable outcomes.
His work focuses on ensuring experiments are technically reliable, accurately measured, and seamlessly integrated into production systems so teams can make confident decisions based on real user behavior.
Julio's engineering philosophy emphasizes practical implementation, rapid iteration, and building systems that make experimentation accessible without adding unnecessary complexity.
What Clients Say
Geneen Roth
Gregory helped us completely rethink how we talk to our customers. He didn’t just redesign a page, he rewired how we think about what actually makes people act. Our engagement shot up, and suddenly everything made sense.
John C. Poyser
Gregory is a rare gem. His work is beautiful and his communication, exquisite... He brings a designer's sensibilities and great UX/UI talent - with the ability to deliver coded products that look beautiful and work well!
Anthony McLaughlin
We came to Gregory when our site wasn’t converting. He dug into the data, found where people were dropping off, and rebuilt the story from the ground up. Within weeks, we could actually see people moving through the funnel. It was night and day.
Steven Goldhar
He’s the rare mix of creative and dependable. Smart ideas, no ego, always about what will actually work for the audience. Every project feels calm and under control because he’s thought through every detail.
Judy Ross
Gregory doesn’t just make things look better, he makes them feel right. He understands tone, emotion, and timing in a way that’s rare in the digital world. Everything he touches feels more alive and more trustworthy.
Warren Sprau
I’ve worked with Gregory for years, and he’s become my go-to for anything that really matters. He listens deeply, sees what others miss, and somehow turns my half-formed ideas into something clear and beautiful.