Director, UX

Tractor Supply Company

Director, Product Management

• Led the team throughout 2021, guiding Express to its most successful year in digital operations - outpacing all other channels - beating conversion and demand goals.

• Using consumer insights and user testing, led roadmap and vision creation and prioritization across all Express digital platforms - web, apps, and in-store experience - with experience design creation that met both business objectives and user needs. Completely redesigned our entire shopping funnel including Search, Product Listing, Product Detail, Cart, and Checkout.

• Relaunched the Express Loyalty platform resulting in increased spend and retention.

• Working with Analytics partners, developed comprehensive business cases outlining strategic e-commerce roadmap enhancements, encompassing market analysis, competitive landscape assessment, ROI projections, and alignment with overarching business objectives.
Redefined the Product and SDLC process to help deliver the most meaningful enhancements with minimal budget.

• Created process and design philosophy standards that led to efficient and creative collaboration across all parts of the organization.

• Working with cross-functional partners, identified customer pain points along the journey, and prioritized enhancements that best removed those pain points while simultaneously exceeding business KPI targets.

• Created consistent Design Thinking methodology practices that helped inform all facets of the product roadmap - leading to prototype-level artifacts that were validated with users.

• Presented work to the Executive Leadership team to gain alignment on roadmap strategy and solutions throughout the process.

• Led a comprehensive Customer Journey Mapping exercise to fully understand customer sentiment along various touchpoints with the brand.

• Led a team of Product Managers, Design Managers, and Designers to execute against the aligned strategies across digital platforms.

EXPRESS

Director, User Experience & Product Management

• Led a team to identify and prioritize new features and functionality for twelve sites:  Ann Taylor, Loft, Maurices, Justice, Lane Bryant, Catherines, and Lou & Gray brands - managing a $19m budget.

• Created, led, and executed A/B testing teams to drive smart, validated decisions into the execution funnel.

• Strategically led the cross-channel execution of large projects.

• Led the transition from a waterfall to a SAFe, Agile transformation.

• Developed and facilitated Design Thinking workshops throughout the organization - ranging in topics from org design to digital initiatives, to in-store experience solutions.

• Managed a team of 25 people and built an off-shore team in Bangalore to augment the team’s capabilities in both design as well as A/B testing.

Ascena Retail Group, Inc.

AVP, User Experience & Product Management

• Lead and managed a platform migration for five brands onto a single Oracle ATG platform.

• Began a User Experience Center of Excellence - servicing  our multiple brands to deliver best in class experiences.

• Developed a holistic pattern library to leverage the enterprise code repository for seamless, consistent, and efficient.

• Responsible for the overall strategy, planning, execution, and success of all customer-facing programs across all brands.

• Created the first user experience practice consisting of designers and developers. Implemented a template for presenting UX deliverables such as wireframes, workflows, prototypes, journey maps, and more to stakeholders to better understand the features and functionality.

• Led the development of a mobile-first roadmap that included customer-focused experiences at each stage of the mobile customer journey.

• Helped create and effectively presented UX deliverables (wireframes, workflows, prototypes, etc.) to explain and negotiate design solutions to key stakeholders.

Bed Bath & Beyond

Manager, User Experience

• Led a team of user experience managers, design managers, user experience architects, interaction designers, and production artists to deliver strategic, usable and compelling designs for critical programs to help differentiate Lowe’s from its competitors.

• Led a culture of teamwork and data-driven decisions to support the delivery of user-centered designs. This led to an environment in which the team was encouraged and inspired to take risks and achieve creative excellence to become industry leaders. 

• Led marketing, creative, and UX efforts around lifecycle capture (i.e., Millennials, Middle Age through Aging in Place) to identify key demographics and build solutions and initiatives to reach relevant consumers. Created strategic marketing plans to capture and retain the lifecycle of these customers.

Jesse Haynes