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. 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)
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.
Team Efficiency
I established a unified design system, common tools for the designers to use, documentation process, as well as review cycle cadence.
Planning & Resourcing
I maintained design roadmaps for my teams in addition to resource allocation, establishing timelines and deliverables. Additionally, as the team expanded, I adjusted the product organization to accommodate growth.
Data Driven Design
When I started, most product decisions were based on opinions rather than data or user feedback. Over the course of the first 1-2 years I collaborated across teams to establish a research driven culture: validating hypotheses through using data, research and customer feedback.
Employee Development
In addition to yearly reviews and weekly 1:1s, I was responsible for career pathing to keep our team members engaged and continuously growing.
Team Growth
Over the course of 4 years, our team experienced rapid growth. In that time I recruited top talent team members by establishing partnerships with schools and created a pipeline of fresh talent through our first ever UX internship program!
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.
Driven results
Here are a few initiatives I have led, many of which 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
CMS POC: DLP/CLP
2020–2021
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.
Project details coming soon!
Rebrand & Design system
2020–2021
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.
Project details coming soon!
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.
Same-Day Delivery launch
2019
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.
Project details coming soon!
Add to cart
2017–2020
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.
Project details coming soon!
Other Work
An overview of various projects that I led over the years at Total Wine.
Store finder & Store details
2019–2020
Redesigning the experience for store finder and store details pages.
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.