Product Design Manager
Total Wine & More
2017–2021
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.

Leadership
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.
Driven results
Here are a few initiatives I have led, many of which met or exceeded our target KPIs.

CMS POC: DLP/CLP
2020–2021 | 4 designers |
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Exceeded CVR, GM & sales goals for desktop and mobile |
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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
2020–2021 | 3 designers |
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No significant impact to RPV or CVR |
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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 |
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Exceeded CVR goals |
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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
2018–2020 | 2 designers |
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Increased account creation rate, reduction of duplicate accounts |
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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
2019 | 2 designers |
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Exceeded launch sales goals |
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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
2017–2020 | 1 designer |
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Increase in ATC rate and UPT |
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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
2019–2020 | 1 designer |
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Redesigning the experience for store finder and store details pages.

Weddings
2020 | 2 designers |
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Re-imagining our wedding experience for couples, guests, and wedding planners.

Guide Pages
2020 | 1 designer |
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Creating a new guide page template focusing on storytelling and engaging content.

Brand Pages
2020 | 1 designer |
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Creating a flexible brand template focused on scalability and brand content.

Checkout Redesign
2018–2019 | Myself + 1 designer |
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Improving the user experience to get our customers through checkout faster.

Cart Redesign
2017–2018 | Myself + 1 designer |
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Improving the user experience of our cart to increase our cart-to-checkout rate.
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