Intel Digital Commerce for Global Consumers

 

INTEGRATED, CONSISTENT DIGITAL COMMERCE EXPERIENCES

As User Experience Manager, I was responsible for the design process for three of Intel's Digital Commerce Websites: Intel Software, Shop Intel, and The Intel Store.

The sites were redesigned to provide an integrated, consistent user experience and effective user interface solutions for consumers, merchants, and developers across multiple products, platforms, and geographies.

I provided the vision and strategy, drove the process of user-centered design for each of the websites, and provided and translated data insights to understand customer needs through research, interviews, and testing.

A forward-thinking vision for the new digital commerce experiences established consistent design for diverse worldwide consumers so that the investment would support emerging trends in the years ahead.

As UX Manager, I had the privilege of building a talented team, guiding user experience, usability, and research, and conceiving and producing new digital commerce experiences that established standards for forward-thinking vision and consistent design.

Innovative methods were used to collect, aggregate, and analyze data to provide informed insights and define processes to make integrated experiences a reality.

THE CHALLENGE

BUILDING CONSISTENT GLOBAL DIGITAL COMMERCE EXPERIENCES

Intel's digital commerce websites are among the elite few with an international consumer reach to all corners of the globe.

The need to provide effective user experiences for an incredibly diverse group of consumers and conform to a complicated maze of business and legal stipulations required a high level of detailed strategy and oversight for design implementation.

It was essential to conceive and execute websites that offered compelling user experiences and were forward-thinking in their vision so that the investment in these digital projects would support emerging trends in the years ahead.

MY ROLE & LEADERSHIP

CREATE A USER-CENTERED VISION FOR THE FUTURE OF INTEL DIGITAL COMMERCE

My leadership role was to define the overall UX strategy and vision for the digital consumer experience, aligned with the broader Intel business strategy.

I was responsible for serving as the UX Manager and "Voice of the Customer", overseeing the team that created effective UX designs. I developed and drove the User-Centered Design process for each website and provided and translated data insights to understand diverse customer needs through research, interviews, and testing.

Under my management, the team created and implemented effective UX designs based on business requirements, delivering end-to-end user experience solutions that offered innovative interactions and drove dramatic growth.

Major Achievements:

  • Defined the overall UX strategy and vision for digital customer experience across all online channels, aligned with Intel's broader business strategy.
  • Developed, designed, and managed the user experience strategy for consumers, merchants, and developers across each Intel public-facing website.
  • Managed the UX team that created effective consumer experiences to meet significant and challenging business requirements.

My activities included working with executive teams to promote best UX practices and delivering end-to-end user experience solutions — including concepts, detailed wireframes, prototypes, and detailed design specifications. I actively engaged in strategic planning and cultural leadership for online customer experience and fostered a deep collaboration with cross-functional teams to finish projects on time and within budget.

My responsibilities included guiding the user-centered design process for international versions of Intel websites, blending business and user goals to create consumer interactions that could be continuously improved and refined.

My significant contributions included:

  • Scoping and prioritizing customer experience activities based on business and customer impact.
  • Collaborating with engineering teams to deliver on-time, within budget products that met business goals.
  • Serving as a customer experience evangelist to build awareness and understanding, and drive website launches.
  • Hiring and managing high-performing user experience team members.
  • Leading, coordinating, and running multiple work tracks independently and in conjunction with key project team members.
  • Conducting discovery activities to define high-level user journeys, then identifying key features and capabilities needed.
  • Producing user flows, wireframes, prototypes, and design specs to communicate detailed designs and solutions to guide development sprints.
  • Using documentation, reviews, and presentations to communicate clear and compelling ideas to a wide range of key stakeholders.
  • Championing each international user group throughout the build by continually promoting human-centered design methods, including research, validation, and the inclusion of user feedback.
  • Working with multidisciplinary teams and consistently promoting active collaboration, co-creation, and continual alignment while building close relationships with stakeholders and key collaborators.
  • Conducting design validation and user testing with end-users from various geographies.
  • Identifying issues and resolving conflicts within the project team.
  • Generating detailed final design specs that inspired accurate developer builds.
  • Working with technical teams and regulatory experts to deliver a polished final product that met all regulatory and privacy standards in each geographic region.
  • Promoting and educating others on new interface guidelines and design patterns.
  • Creating expansive designs for all user groups; advocating for accessibility, encouraging product and engineering management to prioritize accessible features.
  • Continually striving to set a higher standard for the overall quality of design and design artifacts.

STRATEGY & RESULTS

ENGAGE CONSUMERS ACROSS THREE DIGITAL COMMERCE PLATFORMS

I was responsible for gathering and analyzing data to gain a deep understanding of customer experience issues, identifying feature gaps, and generating new features to improve customer experience for the immediate and long-term.

Leading innovation to create efficient shopping experiences.



Shop Intel is a customer-facing digital commerce site that sells Intel technology products. I used research and business analysis to implement the latest digital commerce trends and technology to keep the site at the forefront and ahead of the competition while also providing compelling online assortments and merchandising initiatives.

Compelling digital commerce for top technology.



The Intel Store is a shopping site for purchasing Intel Gear. I led innovation to make the shopping experience more efficient, worked with cross-functional teams, and managed team members to create compelling online merchandising presentations.

Forward-thinking vision and consistent design for a diverse, international audience.



I created the end-to-end strategy and implementation for the retail digital commerce site for Intel Software, which drives a significant portion of software sales. By leading the integration of marketing, online, sales and advertising efforts, online software sales grew through an increase in brand/product awareness, brand loyalty programs, and conversions.

BUSINESS RESULTS

The process resulted in increased advocacy for customers, which led to developing and delivering ideas and business processes that dramatically increased brand awareness and sales across Intel's portfolio of public-facing websites.

  • Consumers using Intel Digital Commerce were significantly more engaged.
  • Costs for the design, development, and continuous improvement were reduced by approximately 60% through consistent design standards and patterns.
  • Conversions increased dramatically, contributing to a record-breaking $400M in sales and quarterly growth.