Product Design Manager
Total Wine & More
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.
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.
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 firstname.lastname@example.org to request the password.
Legends of wine launch
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
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.
An overview of various projects that I have lead over the years at Total Wine.
Add to cart & Upsell
Continuously improving and iterating on our post add to cart experience.
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.
Improving the user experience to get our customers through checkout faster.
Improving the user experience of our cart to increase our cart-to-checkout rate.