Peter McNulty
Peter McNulty

Express

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All the photos in this template are taken by the talented photographer Akos Major.

Client: Express

Role:

UX Lead & CX strategist/global product manager

Responsibilities:

As serving as the UX & Strategy portfolio lead. I directed design and strategy efforts and provided leadership and oversight for multiple concurrent work streams across across the Express eco-system.

I led a blended team of embedded agency team members and Express cross-functional team members. (15 total). Responsible for client partnership, communication, coordination and presentation of work. Partnered with technology leads and client stakeholders.

I was hands-on with conducting design-led strategic and research efforts (Design workshops, Journey Mapping, Roadmapping) to define new opportunities to broaden Express’s reach by better serving customer needs.

Innovation sprints where we used rapid prototyping methods to quickly build and iterate service concepts and kickstart new initiatives.

UX design and change management/service detail design to support operational and organization transformation.

Overview:

Develop overarching Customer Experience Strategy and Integration plan for Express’s Internal teams use Adobe Experience Manager (AEM), Adobe Assets, Adobe Target, and Adobe Campaign. Design the user experience & creative design tools, work flows, and make required operational and organization change management recommendations.

Team:

Led a cross-functional team of 15 - CX Strategist, Technical Architects, Business Analysts, Front-End developers, UXAs, Visual Designers, Content Producers, Content Strategists, and Project Management.

Goals:

  1. Upgrade, align, support a consistent content & technology ecosystem

  2. Develop and cross-pollinate feature sets/experiences/ workflows to better engage customers and experience management.

  3. Establish a global customer experience strategy cross all customer touch-points (content, technology, features)

  4. Cost savings - Bring email in house (Adobe Campaign)

Process:

  • Experience & Feature Assessment/ Analysis

  • User Interviews

  • Design Thinking Workshops

  • Ethnography

  • Experience & Journey Mapping

  • User Flows & Key Interaction Analysis

  • Content & Technical Audits

  • Roadmap & Planning

  • UX design (Concepts, Prototypes, Testing)

  • Training

Focus:

  • Modular Website Templates (Component based)

  • Modular Email Templates (Component based)

  • Shared Component Libraries

  • Change Management - Content, Data, Creative, Production, and Approvals for web and email development.

  • Personalization Strategy & Architecture - Design, Technology, Data

  • AEM Workflow Design (Automation)

  • Adobe Campaign Email Segmentation & Setup

  • Web Accessibility Standards and Implementation

Results:

2015 - AEM install & integration - Template design for websites and mobile

2016 - Adobe Campaign integration - Email Template design & internal team change management and workflow strategy (Bring email in house)

2016 - CX Personalization Strategy email, web, social, and mobile

2016 - AEM/DAM optimization and workflow define, development, and on-boarding (Metadata)

2017 - CX Personalization Strategy & Design

2017 - Web Accessibility Program

2017 - In-Store Experience Strategy (IoT Exploration)