Product Design Manager
Total Wine & More
As one of the founding members of the UX team, over the course of 4 years I led our team for UI/UX initiatives, testing methods, & internal process. I led product strategy and managed initiatives for our landing page and product/search agile teams and established our first content focused UX team. (Previously led account, loyalty, cart & checkout)
Throughout the years at Total Wine, I contributed to establishing process, growing our team, and promoting a culture of data driven design: with a heavy focus on research and testing to guide direction and remove personal bias.
Here are a few initiatives I have led, many of which met or exceeded our target KPIs.
CMS POC: DLP/CLP
|Exceeded CVR, GM & sales goals for desktop and mobile|
We needed a new CMS. After deciding on a vendor, we needed to choose a POC for the launch of our new module system. I collaborated with leadership and product to select our CLP and DLP as our candidates to launch the new CMS.
Rebrand & Design system
|No significant impact to RPV or CVR|
Collaborating with partners in marketing and the development team to launch a rebrand, and create a scalable design system. After pausing the project due to the pandemic, we ditched our dated brown branding for a lighter, more modern look and feel.
Legends of wine launch
|2020||Myself + Creative Manager|
|Exceeded CVR goals|
Legends of Wine was our first cross-department campaign that was launched as a digital-first initiative. We were seeking to establish trust in our Winery Direct program (widely represented in-store by our bright yellow tags) by highlighting the winemakers that make unique wines for Total Wine & More.
Sign In / Create Account
|Increased account creation rate, reduction of duplicate accounts|
This initiative came from hearing from customers. We wanted to reduce the confusion surrounding our sign in/create/claim experience. The user experience improvements resulted in exceeding our target KPIs, making it easier for our customers to create and claim their accounts.
Same-Day Delivery launch
|Exceeded launch sales goals|
Our shipping channel was extremely expensive to customers and did not arrive quick enough. We wanted to launch a 3rd fulfillment channel to allow customers to receive their products faster, at lower cost than shipping.
Add to cart
|Increase in ATC rate and UPT|
Continuous iteration on the add to cart experience. Optimizing the mobile experience, and over time iterating on the post add to cart experience though usability testing, competitive research, and A/B testing.
Store finder & Store details
Redesigning the experience for store finder and store details pages.
Re-imagining our wedding experience for couples, guests, and wedding planners.
Creating a new guide page template focusing on storytelling and engaging content.
Creating a flexible brand template focused on scalability and brand content.
|2018–2019||Myself + 1 designer|
Improving the user experience to get our customers through checkout faster.
|2017–2018||Myself + 1 designer|
Improving the user experience of our cart to increase our cart-to-checkout rate.