Product Design Manager

Total Wine & More

2017–Present

As one of the founding members of our UX team, I have lead countless large initiatives, starting with cart & checkout and most recently our redesign of our sign in/ create account experiences. Currently I lead a team of designers on our upper funnel initiatives, and I recently formed our first content focused UX team.

Managerial work

Throughout the years at Total Wine, I have 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.

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Team Efficiency

When I joined, there was no unified design system, no common tools across designers, no documentation process, and no regular reviews with stakeholders. Beyond these heavy hitters, we are continuously improving our process resulting in increased team efficiency.

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Planning & Resourcing

I maintain design roadmaps for my teams in addition to resource allocation, establishing timelines and deliverables. Additionally, as the team expands, adjusting the product organization to accommodate growth.

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Fostering Collaboration

One large disconnect that we experienced was between the product team and our marketing & content partners. After a little over a year of initiating collaboration with our marketing and content teams- I officially received approval for dedicated headcount for a content focused UX team to bridge the gap.

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Data Driven Design

When I started, most product decisions were based on opinions rather than data or user feedback. Over the course of 1-2 years I collaborated across teams to foster a research driven culture: validating hypotheses through using data, research and customer feedback.

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Team Growth

Over the past 3 years our UX team has tippled in size and continues to grow. I have recruited top talent team members by establishing partnerships with schools and creating a pipeline of fresh talent through our first ever UX internship program!

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Employee Development

In addition to yearly reviews and weekly 1:1s, I actively work on career pathing to keep our team members engaged and continuously growing.

Driven results

Here are a few initiatives I have lead, many of which have met or exceeded our target KPIs.

These projects are password protected. If you are interested in seeing project details, please email me at britalidesign@gmail.com to request the password.

Featured Work

Legends of wine launch

2020

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

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.

Other Work

An overview of various projects that I have lead over the years at Total Wine.

Add to cart & Upsell

2017–2020

Continuously improving and iterating on our post add to cart experience.

Weddings

2020

Re-imagining our wedding experience for couples, guests, and wedding planners.

Guide Pages

2020

Creating a new guide page template focusing on storytelling and engaging content.

Brand Pages

2020

Creating a flexible brand template focused on scalability and brand content.

Checkout Redesign

2018–2019

Improving the user experience to get our customers through checkout faster.

Cart Redesign

2017–2018

Improving the user experience of our cart to increase our cart-to-checkout rate.