Stephen Wang

Hello. My name is Stephen Wang. I'm a digital technologist with experience in digital strategy, analytics, UX, and product. Here are some projects that I've been working on. Please click on the archive link below to see more projects. Thanks for taking a look!

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Mapquest Retention Marketing

CRM principles pioneered by database marketers have proven to be effective at driving behavior, especially user retention. After a rigorous selection process Appboy (now renamed Braze) was selected for implementation across the Mapquest ecosystem and allowed native apps to personalize the user experience. Push notifications and in-app messages were used to highlight key features of the app and drove results that were worthy of a case study.

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Mapquest Strategic Measurement Framework

In order to quickly test and iterate on features on the Mapquest site and apps a measurement framework was created to guide the evaluation of marketing and product efforts. UVs and revenue were not the only metrics that mattered when the goal was to improve the user experience and increase usage and retention. Inspired by Google’s HEART UX measurement framework, this tool was critical for aligning teams with the strategic vision of the redesigned experience.

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Mapquest Redesign

With over 20MM UVs each month, yes, it’s still a thing. A massive overhaul of both the back and front ends of this storied website across web, Android, and iPhone apps resulted in an elegant modern design coupled with powerful features. A sophisticated analytics layer was added to power advanced analysis and testing of features.

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Qdoba Brand Strategy and Rebrand

After multiple years of stagnant growth, Couponing was the only mechanism that would reliably drive same store sales. But the BOGOs had a hidden cost. Guests were being trained to wait for discounts. What was needed to change this behavior was a shift in brand strategy. Moving away from discounting required the brand to not only update its value proposition but the entire guest experience and communication plan. Moving away from the previous “We Live Food” position to a “3D Flavor” position required extensive cross-department collaboration as well as a complete overhaul and refresh of the digital strategy. The result was a reinvigorated company around the new position, and allowed for a reduction in discounting.

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Qdoba Free Your Flavor Campaign

The most complex campaign in the history of Qdoba, Free Your Flavor not only introduced a new brand look and feel but also marked the beginning of a new pricing model where extras like guacamole, queso, and fajita veggies no longer cost extra. Sales have never been stronger with over 2 consecutive quarters of over 7% same store sales growth heading into this campaign (as of Q3 '14) where historically it's been at <2%.

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Qdoba Quesobliss Showdown

Voting on facebook isn’t the newest of ideas but fans love it. We put a twist on the typical voting app by adding infographics and real-time updating of votes so that fans could see how each flavor of queso ranked vs the other. It was super close at the end, but Queso Diablo won. Queso Diablo was one of the most successful product introductions in Qdoba’s history. It garnered strong sales, and strong social engagement and commentary with over 30,000 votes cast.

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Cole Haan Site Optimizations

Cole haan was a brand held under the Nike umbrella and was forced to use an outdated version of the Nike global CMS. Unfortunately, that made it very difficult to implement changes to their templates and enhance the functionality of their site. One thing that we did have access to was Omniture Test and Target which was used as both a workaround and as an A/B testing tool. Optimizations made during the urban explorer campaign ensured incremental lift to their holiday sales.

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stevenalan.com Data Capture Strategy

Steven Alan is a fashion forward company that sells high end clothing and accessories. Most retail companies enter a code freeze prior to the holiday selling period so that there aren't changes being made to the site that would jeopardize sales. This deadline was looming and my team was able to help get the brand's data capture strategy and reporting in order so that stakeholders could trust the data.

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The North Face Action Sports Hub

As a prelude to the 2011 Winter X-Games in Aspen, a content strategy was created to showcase The North Face sponsored athletes. Executing the strategy required mobile responsive content to be added to thenorthface.com as events unfolded. Working with the user experience team, I devised a data capture strategy and optimization plan that highlighted the impact of the new content. Sales of products on the sponsored athletes jumped as content and e-commerce were brought together for the event.

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Qdoba.com Landing Pages

Qdoba is known for seasonal offerings — limited time flavors that are only available for part of the year. Each new flavor is distinctive and has a unique campaign concept built around it. As campaigns become more advanced, so has the complexity of these pages. I led an enhancement strategy for the existing templates to include dynamic social feeds and simple, lightweight interactions to generate meaningful user engagement .

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Qdoba Rewards Redesign

Qdoba Rewards is a loyalty program with millions of members, which is unique in the fast casual Mexican food industry. What began as a third party vendor hosted solution with a one-size-fits-none approach has turned into a crucial digital touchpoint for all program members. As the product owner for the interface and program manger for the program, I've reduced service issues as well as improved ease of signups via mobile first thinking.

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Qdoba.com Redesign

The original qdoba.com was merely a side project for Qdoba IT. In the redesign we were tasked with developing the primary consumer touchpoint to accommodate a new focus and triple spending in digital marketing efforts. It was pretty clear that we needed to do more than just refresh the look and feel of the site, but also overhaul the existing user experience. Working on an extremely tight timeline, agile methods were employed to ensure that Minimum Viable Product objectives were met for the launch, and our team and stakeholders were well positioned to iterate and expand for the future.

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Cole Haan Lunargrand Launch

Cole Haan's revolutionary Lunargrand shoe paired Nike lunarlon technology with Cole Haan aesthetics and was an immediate hit. But, there was a problem -- this product was difficult to find on colehaan.com. Resources were quickly deployed to create a landing page and site data was closely analyzed to ensure that marketing activity around the launch of the shoe was able to drive customers to a digital touchpoint. As a key member of the account service team, I identified and recommended the solution for the new landing page for one of Cole Haan's most successful launches to date.

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Juicy Couture Business Optimization

In order to implement and optimize it's marketing roadmap, Juicy tasked Blue Moon Works with identifying opportunities based on data and analytics. Multiple site enhancements were implemented which they were able to then judge the effectiveness of campaigns and landing pages. Acting as primary analyst, I was tasked with making recommendations on the industry, competitors, and tactical optimizations using multi-dimensional analysis of sales and web analytics data.

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Callaway E-commerce Optimization

While working with Factory Design Labs, my team was tasked with revitalizing a brand that was losing ground to competing golf brands. As part of the project, I aggregated research and data provided by Callaway to identify opportunities for brand and e-commerce growth, and applied those insights in digital strategies that positively affected sales.

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thenorthface.com redesign

The North Face had a problem surfacing all the incredible content generated by it's team of professional adventurers. Their brand site was devoted to e-commerce which left little room for illustrating what the brand stood for. Working with Factory Design Labs, I help to integrate a new CMS with their e-com partners which allowed for greater merchandising opportunities and growing sales in featured categories like the cryptic collection.

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Clicks to Cars

Connecting marketing activity to sales is the holy grail of marketing. Audi realized that many of its agency partners and internal managers were all looking at different sets of data to determine the performance of the team. I proposed an idea to  integrate data across vendors using existing data sets to be able to create a unified view of the impact of marketing activities making data consistent and actionable. Our team successfully implemented this strategy with great results for the Audi team.