Altria - insights C3M

Altria’s insights C3M is a B2B web portal for Philip Morris USA’s sales force and retail partners. The portal was the primary touch-point for sales and contract execution, product fulfillment, category analysis, revenue reporting, and product promotion. 

Work and partner with business stakeholders, executive management, onshore and offshore engineers, and creative vendors to release critical line of business features and functionality. The new features will allow the business to consolidate systems, save licensing and maintenance costs, and provide retailers and employees with a comprehensive mobile sales platform while in the field. Manage a customer experience team responsible for user experience, customer engagement, and front-end architecture of the application.

Deploy the realigned, mobile-first portal to include new features under budget and on time to meet critical sales cycle and execution deadlines. Measurably improve the performance of the application for the 10% of the field sales force who experience poor network/cell connectivity when calling on retailers. Define and re-implement a sound digital analytics framework to accurately measure the customer experience of the application.



My Role

Manager, User Experience & Front-end Architect


Executive stakeholders, product owner, scrum master, creative vendor, on-shore & off-shore developers, release managers, quality assurance, customer engagement analyst, marketers


Altria, Philip Morris USA

Skills & Technology

Business Development, Project Management, Coaching, Mentoring, Lean UX, Kanban/Scrum, Qualitative/Quantitative Research, Ideation, Google Analytics, Interaction Design: Balsamiq Mockups/Axure RP, Front-end Architecture: Node/Gulp/Bower/TFS; JSlint/CSSComb/Chrome Dev Tools; HTML5; CSS3/Sass/Zurb Foundation; JavaScript/jQuery

Customer Experience Execution

CX execution depends on a strong, objective team falling in love with customers’ problems. Doing so creates digital solutions with a focus on solving those problems while positively affecting business outcomes.


Through becoming a trusted partner, the customer experience engagement grew from a single staff augmentation consultant to a full team delivering proven value to the client and project.


Costs Saved


Page Load Time Decrease


Page Request Decrease

The mobile-first feature releases and re-alignment of the portal, which was on-time and under budget, saved the client over $10MM annually by eliminating legacy system license agreements and maintenance costs. The successful deployment of the technical re-architecture: eliminated technical debt; introduced DRY development principles; improved application performance; increased development velocity; enabled easily maintained deployments; and saved time and cost by eliminating manual configuration. For the top fifteen most trafficked pages of daily active users, the re-deployed platform decreased application page load time by 42%, page requests by 30%, and page size by 28% through optimizing and bundling assets resulting in fewer and smaller synchronous requests.

Deployment of the realigned Google Analytics platform gave the client a trusted platform to measure customer engagement far into the future.


Business Development

As client liaison for the project, I was responsible for growing the account and customer experience team. Client relation and business development activities included meeting with executive leadership to understand business goals, developing proposals and statements of work, and managing resource needs.

Team Lead

As team lead, I managed and planned customer experience streams of work including customer engagement strategy and user experience. These activities included: overseeing the implementation of a digital analytics framework, planning and guiding quantitative and qualitative user research; partnering with creative vendors, facilitating ideation sessions; driving interaction design; and coaching and mentoring team members. I also directed the front-end re-architecture of the portal application. The work entailed redeveloping the application as a mobile-first, responsive, device agnostic solution adhering to modern web standards and performance best practices.

Execution & Delivery

The team implemented a test and learn customer experience methodology delivering confident deployments proven to solve user goals. We integrated and released an automated front-end scaffold and build process. Project scaffolding and build automation introduced build task management, asset management, and targeted deployment into the development lifecycle. The team mentored and trained the client and on-shore developers on front-end engineering best practices; documented development guidelines and design patterns; conducted code reviews; and provided technical quality assurance oversight.

Front-end Architecture

Example technical documentation of the team’s front-end architecture work. Sensitive architecture documents that could compromise the client’s network have not been included. 

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