Company: DISH Network.
Role: Senior Manager of Product Design, undertaking director-level responsibilities.
Time: 2.5 years.
Responsibilities: Scaling and team growth, coaching, recruiting & hiring, design operations, experience vision, OKRs, design roadmap, design excellence, creating and leading strategic design initiatives aimed at increasing customer satisfaction, incremental revenue, reducing churn, and boosting engagement.
Team: 10 Person Product Designer and Research team within a 200-person digital and technology group.
Problem/Challenge
High turnover, poor employee morale, engagement, and satisfaction.
A significant lack of UX Research skills and research insights influencing product strategy and decision making.
Inconsistent design practices and processes across platforms.
Poor engagement and low monthly recurring revenue of DISH onDemand content.
Absence of product design and UX Research thought leadership.
Notably poor usability and customer satisfaction (NPS) in key areas such as navigation, search, loyalty, and appearance.
Suboptimal adoption and engagement of mobile streaming platform.
Inconsistent and disjointed brand and user experience across TV, web, and mobile platforms.
An above-average customer churn rate.
Outcomes and Impact
Partnering with executives, peers and teams, I led organizational and operational transformation, integrating modern software development practices that increased usability, customer satisfaction, efficiency, collaboration, employee engagement, and satisfaction.
Scaled design team by 40%, significantly increasing and enriching the team's capabilities and diversity.
Implementation of clear roles and responsibilities, career frameworks, design rituals, one-on-ones, development budget, resulting in a 71% increase in employee satisfaction and a retention rate of 90%.
Directed user research and behavioral data analysis prioritizing usability of login experience for DISH mobile users resulting in a 37% monthly active users from 600k to 822k in one month and reducing churn.
Created a single multi-platform design system increasing design quality and team velocity, and saving $1 million annually by eliminating redundant work.
Through data analysis, user research, experimentation and redesign of onDemand content, increased user engagement, usability, and 140% increase in monthly incremental revenue / $500k YoY.
Led consolidation and modernization of UX tools across DISH, Boost, and Sling, cutting annual costs by $110k.
New DISH experience.
Prioritized team objectives
Organizational restructure
UX Health Scorecard
Culture transformation
UX Team OKRs
Product OKRs
Usability heuristics engineering talk
Summer team BBQs
Holiday antics
Axe throwing
Team building and eating
Marty Cagans Empowered workshop