My desire to pursue a career in product management is rooted in my passion for improving people's lives and making the complex simple. I believe I have the necessary experiences and skill sets to be an effective Product Manager:
I was the Product owner of the on-demand web portal
At Pure Storage, I owned the on-demand web portal and worked cross-functionally with Marketing Operations, Web Development, and Design teams to reduce friction in accessing on-demand webinars and 4x conversions through an extensive layout refresh that we broke down into specific sprints and iterated on.
New features that we implemented included embedding the form into the video player, introducing and testing the Chapters feature to allow selection of specific sections to watch as well as clickable CTAs that pop out at specific times throughout the video.
Click on images below to expand.
V1: Original On-Demand Portal
Tile design creates silos for each video. Marquee banner takes up too much screen estate and isn’t functional. Thumbnails are repetitive and generic. Titles are trimmed and not properly displayed.
V2: Improved User-Centric Design
New layout has a familiar, YouTube like , navigation layout and grid. The Marquee banner has been updated to highlight a specific video. Thumbnails now provide additional context of the content and the title is fully displayed without cropping.
V1: Original On-Demand Video Page
The 2 page on-demand layout provided a less than optimal UX. Users could only access the content after submitting the form. This was contrary to what users expect - instant gratification and easy access. Furthermore, after filling out the form, the viewer would be subjected to waiting for the page to redirect.
V2: Embedded form in player
Refreshed on demand page focused on eliminating friction to access videos. Embedding the form in-player allowed us to convert a 2-page experience into 1-page and enable autoplay while featuring a 5 minute preview of the webinar before a form popped up. If the viewer was known or cookied, the form would not show up, encouraging continual viewing.
V3: Layout Updates + Speaker Info
This refresh provided speaker info and their available social media profile links. Video title was moved down to the bottom and closer to the abstract to maintain focus on the video.
A/B Test: Chapters & CTAs
Launched 2 webinars with Chapters and CTAs to test impact on conversions and time on page. We saw 21% increase in time on page. However, there was a lot of backend work required, and we encountered tracking issues with CTA. Needed to run additional tests to determine ROI.
I have A strong interest in learning and enrolled in product school
I attended Product School to receive formal training from a Senior Product Manager from Paypal. The software product management certificate I received certified that I am knowledgeable of best practices, thought processes, scenario training, development methodologies (Agile, Scrum) that will make me excel in a product management position.
To gain a better understanding of my product management skillsets, I would like to share with you my final project, a presentation detailing my process for launching a new feature for the cryptocurrency iOS app Abra (use left and right arrows and thumbnails on the bottom to navigate):
I am experienced with Maintaining great relationships with Partners
At Pure Storage, I worked closely with our Alliance Marketing team and would maintain relationships with key stakeholders in NVIDIA, Cisco, and Rubrik in order to launch marketing campaigns to support our joint-solution launches.
I am adept in project/stakeholder management + prioritization + collaboration
I managed multiple complex projects with competing deadlines and many cross-functional stakeholders on a daily basis. The 3 key skillsets that allow me to consistently deliver by launch are organization, regular communication, and mastery over productivity tools.
I am a very organized person, and my previous roles have empowered me to take my organizational skills to new heights with trackers, folders & other tools. I also tailor my communications (ie. cadence, level of detail) to each stakeholder & optimize based off feedback and outcomes. I maximize impact with several key tools: Calendar, Spreadsheets and Chat client.
Calendar: I use a calendar app such as Google Calendar to keep track of deadlines with relevant stakeholders, set milestone reminders, and schedule follow ups as necessary to resolve bottlenecks.
Spreadsheets: I manage several trackers on a spreadsheet application like Google Sheets to maintain a birds eye view of all the moving parts across projects. For larger complex projects, I create a dedicated tracker and maintain a clear and concise notes section with key action items, owners & dates to ensure we are making progress. I am also constantly optimizing my trackers through color-coding and testing new formats.
Chat Client: I use Slack/Google Hangouts to supplement email follow-ups. Slack is a means for stakeholders to have immediate access to me and vice versa. It is also a great medium to share assets back and forth.
Project Tracker Example (click to enlarge)
Furthermore, I live and breathe tech and I am passionate about great user experiences. I would like to share with you some of the analyses and designs that I have done on my own:
Feature enhancement suggestions to improve ux and business outcomes
I enjoy analyzing user experiences. For example, I believe the 23andMe web experience can be enhanced through implementing personalization and log-in features:
Personalization
Personalization is key to pushing relevant content and improving discoverability for visitors. Here are the recommendations that I make in the above video:
Have a personalized tile near the top of the home page to display unique content based on viewing history.
The personalized tile can take up half a section on the right side underneath the hero section.
This section can display different content for first time visitors and repeat/recurring visitors.
First time viewers can be presented with customer stories so they can learn more about existing customer use cases and testimonials.
The next time the person with the same IP address revisits, they can be presented with a different tile based on their viewing history and referring link.
log-in
Visitors should be allowed to create profiles and log-in to experience full Health + Ancestry Kit reports on 23andMe’s web page. Reasoning:
By creating a customer profile, we can track user journey and provide personalized web experiences and messaging to each user.
Visitors who create a log-in to sample the reporting web experience can be tagged as highly interested. They can be a great audience to re-market to if they don't initially convert.
The sample experience will provide visitors with an immersive & holistic view of what 23andMe offers.
If visitors browse through multiple reports, we can tailor the promo pop-up to encourage conversion.
design curiosity
I had an idea for a wireless headset in 2013 and decided to learn how to use Autodesk Fusion to create a 3D concept. The functionality and features would be similar to today’s AirPods.
creativity
Where appropriate, I like to take an out of box approach to inspire creativity. Historically, Pure Storage's Social Media team focused on promotions that highlighted key metrics or key selling points. I hypothesized that our audiences would be more receptive to short, emotive videos.
I presented a short concept video to the Social Media team to showcase my hypothesis. In this video, I utilized a spectacle (spinning smartphone box + adopting the perspective of the smartphone itself to depict the user's emotion) and tied in an emotion/idea that our target audience - IT managers, IT directors, CIOs can relate to - happiness when upgrading to the latest and greatest smartphone. At the end I associated that emotion/idea back to our Evergreen product offering which takes a subscription approach to upgrading our data infrastructure products.
This concept convinced our Social Media Team to test more personable promotions, with initial results contributing to a 29% increase in webinar registrations. Currently, we were in the process of formalizing this emotive approach to our b2b social media promotions.