QVC

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

Responsibilities

• Co-led a cross disciplinary team of of 8+ strategists, designers and engineers.
• Served 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.
• 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 technical teams when engaging with our client stakeholders.

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.