eTail Boston 2019

August 19 - 22, 2019

The Sheraton, Boston

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

VP, Head of Product Management, UX & Design

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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