eTail Boston 2019

August 19 - 22, 2019

The Sheraton, Boston

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Dimple Rao, VP, Head of Product Management, UX & Design at FTD
FTD Logo

Dimple Rao


VP, Head of Product Management, UX & Design
FTD

Dimple's digital journey started in the Silicon Valley with a short stint on Adobe's Customer Experience team which resulted in a passion for designing simple products that transform everyday lives. 

In her current role as Head of Product, UX & Design, Dimple is responsible for using digital transformation to reimagine the consumer and florist experience for the FTD brand of companies which include FTD.com, ProFlowers.com, Berries.com, PersonalCreations.com and Interflora.co.uk.

Prior to FTD, Dimple led the Digital Pharmacy team at Walgreens where she was responsible for using digital innovation to provide a seamless omni-channel experience for Walgreens patients to get, stay and live well. 

Dimple has an undergraduate degree in Computer Science from University of Illinois, Urbana Champaign and an MBA from Northwestern University’s Kellogg School of Management.  

Check out the incredible speaker line-up to see who will be joining Dimple.

Download The Latest Agenda

Day 2: Digital Growth And New eCommerce Experiences - Wednesday, August 21st, 2019

Wednesday, August 21st, 2019

4:00 PM FTD : Adventures In Replatforming To Create Delightful Shopping Experiences

FTD has a 109-year history in helping our customers say more with flowers, and includes a portfolio of gifting brands including FTD, ProFlowers, Shari’s Berries, Personal Creations and Interflora in the UK.  In 2018, FTD embarked on a bold mission to transform our shopping experience into one that was enjoyable, easy, mobile friendly and enabled our customers to have confidence in their choices.  Dimple and team built an experience on a modern technology stack using category and brand specific insights to create emotional expression and make buying simple and fast.  This presentation covers three key areas:
• Build vs. buy decisions when addressing a complex business model
• Using small wins based on consumer insight to create tailwinds for larger bets
• Creating a culture built on three tenets: design as a core competency, technology as a differentiator and speed to market as an enabler

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