Converse Dynamic Modal Framework
​As a Senior UX Producer, I managed the global acquisition and membership experience program at Converse, focusing on delivery of features and enhancements to improve how new customers were acquired and opted-in to marketing. Concurrently I created and optimized processes and tools to help designers, researchers and strategists deliver higher quality work more efficiently.
OPPORTUNITY
Updating the acquisition experience would impact many parts of the site and their domain stakeholders, from homepage, to category and product detail pages, to account home and help pages — this highly cross-functional project was also technically complex, and had many new user states to support.
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Taking these considerations into account, I prioritized three areas of opportunity to ensure the UX team had the right forums in place to move work forward, with the right supporting tools and priorities to execute against:
1. Meeting approach
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Define, implement and manage meetings needed to support design approach, stakeholder group, scope and cadence of work
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2. Roadmap prioritization
Create a roadmap process for design, product and tech to prioritize and sequence program deliverables
3. Workflow tooling
Configure Asana to support multiple use cases for individual contributors and leadership​
MEETING APPROACH
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Using a two-week sprint cycle, each week the design, product and engineering working team met to kick-off and review work, leading up to a final bi-weekly review with business stakeholders. Having these forums were essential to reviewing and validating design recommendations with teams who would be impacted by this site-wide update. The project management methodology sat between agile and waterfall; agile sprint planning rituals were used in combination with a waterfall scoping approach (t-shirt sized using sprint-based increments with 1-2 design deliveries at the end of the project.) Concurrently a series of design team-only meetings was used to review priorities, conduct design crits with leadership and plan for the next upcoming business review.
ROADMAP PRIORITIZATION
In partnership with the UX production manager, I designed a collaborative planning approach to ensure resources and priorities across design, product and tech were aligned to business objectives and goals. On a quarterly basis, leads from each function met to review backlog items and define their user objectives, tech considerations and areas of the site impacted, along with the t-shirt sized level of effort. The averaged total estimated scope was used with an estimated business impact to plot each project on an impact/effort matrix. Low Effort/High Impact projects were prioritized first, with High Effort/Low Impact projects considered for deprioritization (luckily, we rarely had projects fall into this category.) Figjam was used to facilitate these planning sessions.
WORKFLOW TOOLING
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I'm a huge proponent of Kanban and have used it as a project management framework across many different types of projects including website builds, design assets for games, content production for blogs, and component libraries. I appreciate its power in communicating project status, flexibility in scaling up and down to match project complexity, and ease of onboarding for team members. This program was a perfect candidate for leveraging Kanban, as it was comprised of many smaller design, user testing and A/B testing projects that needed a strong organizational framework to keep team members focused on day-to-day deliverables while tracking successfully towards the larger launch.
The modal framework program board fed into a larger UX team-wide board that I helped to build, which was used for status and resourcing reviews with UX leadership.
Roadmap views were generated off of the Kanban board, which were shared in the full-team and business stakeholder meetings to provide updates on status and milestones.
RESULTS
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Modal framework delivered on-time, meeting product requirements and business objectives
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Cross-functional dependencies and resources needed for work outside of modal framework build aligned-to
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A/B testing roadmap and enhancements backlog documented for post-launch consideration