Role - Director of User Experience and Digital Strategy

Involvement - Account Relationship, Lead CX Strategist, User Research, Product Design Direction & Oversight

Date - 2015-2017

Agency - ICF Next

Challenge

Develop overarching Customer Experience Strategy and Integration plan for Express’s Internal teams to use Adobe Experience Manager (AEM), Adobe Assets, Adobe Target, and Adobe Campaign.

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)

My Responsibilities

Led a cross-functional team of 15 - Strategists, Technical Architects, Business Analysts, Front-End Developers, UXAs, Visual Designers, and Content Producers.

Provided oversight and led design / user research activities to gain a broad understanding of the Express customer and operational experience.

Developed CX strategies and experience roadmaps to redesign key moments through the different customer and operational journeys and touchpoints and provided organizational change management / transformation recommendations.

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)

Phase 1 (2015)

• Content and marketing enablement through implementation of Adobe Experience Manager

• Custom API Integration with DAM tool and commerce platform

• Universal user experience through desktop, tablet, and mobile devices

• Integration with third party content sources for custom shops and promotional commerce

Phase 2 (2016)

• Implemented Adobe Campaign, to leverage a large suite of Adobe products

• DAM customization for metadata by asset types

• People & Process change management – Express Creative workflow (Email & AEM Web)

  -Email In-house process

  -AEM/DAM acceptance

  -Approval Routing

Phase 3 (2017)

• Expand personalization capabilities

• Automation of AEM/DAM workflows

• Enable paperless approvals

• Explore AEM mobile opportunities

• Explore In-Store Digital experiences