Ship Sticks

Lead digital roadmaps, design and development, responded dynamically to market trends and guest insights, increasing engagement and driving luxury service offerings. Championing digital experiences, I oversaw the creation of over 45 customer-centric features (B2B, B2C), enhancing digital user experiences.

Role

Director, Digital Product

Date

Oct 2018 - Nov 2023

Responsability

Design leadership, strategy & roadmap, user journey, user research, UI, interactive prototype, A/B testing.

Link

Visit Project

Overview

I lead design and championing user experiences for a travel service e-commerce conglomerate. Managing design and aligning cross-functional teams, utilizing Agile methodologies for feature grooming and capacity assignment, executing and supporting comprehensive product roadmaps for a family of brands with over $100M in revenue.

Business Objectives

Identify customer pain points, then test and apply design solutions to boost satisfaction and enhance cart conversion. Develop and launch a mobile apps to strengthen user engagement and retention. Expand services into new verticals such as international travel, summer camps, and university moves to diversify market presence.

Team Collaboration & Leadership

Fostered collaboration by tapping into each team member's unique strengths to define clear priorities and objectives. My role centers around guiding the development of product design elements, patterns, and functionalities, with a keen focus on continual iterations that enhance user experience. Simultaneously, I served as both a mentor and a leader, steering my team towards collective and individual growth.

Process & Execution

Led the product design and execution of over 45 impactful customer-centric features across Ship Sticks, Ship Skis, and newly launched ShipGo.com, ShipCamps.com, and ShipSchools.com, substantially expanding services and elevating the travel experience. Collaborated with cross-functional teams, including project managers, developers, data analysts, sales, marketing, and external partners, to effectively align product vision with technical execution in end-to-end product releases.

In Scrum reviews and retrospectives, I actively engaged with essential team members to enhance team dynamics and collaboration. My focus was on refining the quality and effectiveness of our projects, prioritizing them for deployment, and aligning the product's development closely with its design vision. This approach ensured a unified and user-focused result.
Performed comprehensive user research, including interviews and surveys, and effectively transform these insights into experience maps, story-maps, workflows, wireframes, mockups, and prototypes, ensuring they are finely tuned for both native and web platforms.
Employed a Lean UX and user-centered design methodology, rapidly experimenting, testing, and refining designs. Drive consensus among stakeholders through MVPs, effectively conceptualizing, visualizing, and communicating ideas from inception to execution.
Led mar-tech user experience initiatives through vendor selection and platform management, I implemented advanced personalization and automated marketing systems activating multiple channels with smart trigger campaigns, enhancing user engagement and outreach.
Drove the content strategy, SEO optimization, and structured data markup, across the family of brands, improving semantics and search ranking. This success was measured by being showcased in google featured snippets, and quickly moving to top SERP spots in the ship luggage space, a service that was freshly launched.
Led the introduction of advanced user data capture, including the establishment of a data-layer, detailed user journey mapping, session replay, and intuitive data visualization. This initiative significantly upgraded our real-time analytics capabilities, understanding the cause of friction, and enabling more informed data-driven decision processes.

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