frog

As an associate director at frog, I spent 18 months working with the home shopping giant QVC.

What I did

• Co-led a cross disciplinary team of 8-10 strategists, designers and engineers.
• Served as the center-point between disciplines to ensure strategy, design and engineering work aligned to project goals and a realistic implementation plan.
• Acted as the primary contact for a client team of 40+ and facilitated many workshops, presentations, and meetings.
• Structured end-to-end project requirements and delivery timelines.
• Built and presented pitch decks to the client to retain ongoing work.
• Worked alongside team members to design and build functional prototypes for live, large-scale user testing.
• Managed and mentored design technologists and help shape the DT discipline at frog.

I joined the project as a technical advisor during the ideation phase, and then acted as the center-point between strategy, design and tech. I led client presentations and was the primary technical contact between the frog team and QVC's c-suite of stakeholders.

For our team, I led the efforts of three design technologists and a system architect to build a sandboxed experience which would be launched for a 1000+ user test. I ran daily team meetings to prioritize tasks and uncover blockers which I would bring to our client stakeholders.

In addition to managing our developer timelines deliverables, this effort also involved overseeing all design work to ensure the feasibility of the features within our timeline and with the clients tech stack. I also partnered with our strategy lead to develop an analytics plan for the sandbox test to accurately measure the projects success to inform the next stage of production implementation. This measured user engagement with core features of the experience like following specific hosts and how users interacted with the new personalization tools.

A major portion of my work involved building a detailed backlog of capabilities the client would need when frog was no longer involved.

In combination with the above backlog, I built out a product roadmap of all features and how they would unlock over time, noting what capabilities would be required at each point. Each feature mapped back to one of the core value principles for success our team developed. This involved extensive coordination and alignment with multiple client teams across marketing, product, and engineering.

Part of the allure of QVC and home shopping in general is the personalities behind the products. We sought to elevate the hosts and make their presence on the website just as felt as on TV.

A central part of modernizing the shopping experience was bringing in personalization. This happenened in both automatic and manual ways for shoppers. All of their preferences could be viewed and and controlled through a preferences screen.