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DANIELLE DOWNS

HEAD OF PRODUCT

Image of Danielle Downs

ABOUT ME

I am a Head of Product with a background in business analysis and 15 years’ product management experience, managing multiple work streams in fast-paced environments and working with cross-functional Agile / Scrum teams to develop B2B and B2C products and platforms, while building strong, influential relationships with stakeholders at all levels up to and including the C-suite. 

 

I hold Advanced Certified Scrum Product Owner (A-CSPO®​) and Certified Scrum Master (CSM®) certifications from the Scrum Alliance.

About Me

MY SKILLS

ANALYTICS & OPTIMISATION

Data is crucial in product management and I have used my analytical background, with a range of tools and techniques, to optimise product performance and form data-based decisions, such as:  

  • Market research and customer feedback to prioritise features for a 2-year customer engagement programme.

  • A/B testing to assess performance of new search technology.

  • Email & website analytics data to optimise criteria used in job alerts.

  • Split testing to determine the best layout for faceted search on a mobile device.

STAKEHOLDER MANAGEMENT

Whether it's a new, green-field venture or legacy feature in need of a refresh, stakeholders will always have an opinion on what it should look like or how it should work! 

 

I believe that good stakeholder management is about taking the time to understand where each person's concerns originate and ensuring they feel involved as the product evolves.  By understanding the root of a stakeholder's seemingly non-negotiable requirements, it may be possible to achieve the desired outcome in another way, while still meeting the needs of other stakeholders and the customer.  

For example, one business unit wanted to capture all customers' data up-front, but this risked putting people off completing the form at all, so I suggested capturing the most useful pieces of information but making the fields non-mandatory, so those that wanted to complete the data online could do so, without jeopardising user engagement.  I explained that this approach had been successful on a previous project I had worked on and had in fact increased completion rates, so they were happy to try it.

Business Team Research

AGILE PRODUCT DEVELOPMENT

Having been a Business Analyst and Scrum Master, as well as the Product Owner on a Scrum Team, I have first-hand knowledge and experience of Agile practices, including writing user stories, using 'gherkin' or behaviour-driven development (BDD) acceptance criteria, facilitating backlog refinement and sprint planning sessions and running retrospectives. 

 

As a Product Owner / Manager I have created and developed product roadmaps; breaking large programmes of work, key business objectives or an overarching product vision into an MVP (minimum viable product) and subsequent iterations that can be refined and adapted as business needs change.   I use data and business value to prioritise the product backlog, using techniques such as value vs. complexity scoring matrices, MoSCoW (Must, Should, Could, Won't) and Kano analysis.  

Whether the product development team is co-located, off-shore, remote or distributed, I enjoy being part of the team and collaborating with developers, user experience specialists, designers and quality assurance analysts to create products and experiences that the whole team are proud to have played a part in delivering.

PROTOTYPING & WIREFRAMING

While I strongly believe in collaborating with UX specialists and designers on the user interface (UI), I have been in situations where this isn't  possible, especially at the very early stages of conceptualisation, when you just have an "idea" that you need to articulate to set the wheels in motion.

I have found creating low-fidelity wireframes and prototypes, using tools such as Balsamiq, Axure and even Chrome's developer tools and MS Paint, extremely useful in conveying my vision for a product without straying too far into the realm of design. The key for me is to keep wireframes generic and monochrome and prototypes purely functional, to define the information architecture, rather than prescribe the look and feel.

For example, when designing an admin interface for a client's employees to upload products for sale, I used Balsamiq to demonstrate the placement of buttons and functionality that I envisioned on each page and linked interactions to show when features like confirmation messages should appear.  This gave the team a visual aid against which to develop, without the cognitive load of reading long BDD acceptance criteria needed by the QA for writing the test cases.  It also allowed the Head of Design to focus on creating the high-fidelity mocks and components, rather than designing the whole user journey from scratch.

Graphics
My Skills
Analytics & Optimisation
Stakeholder Management
Agile Product Development
Prototyping & Wireframing

PROCESS MAPPING

Throughout my career, I have mapped processes, performed gap analyses and documented current and future state processes.

I used these techniques on a customer engagement programme to map out the existing customer journey, from initial contact with a branch through to completion of the property sale, purchase or mortgage.  I then added in the points at which a customer should receive an automated email, confirming a milestone or promoting a complementary product or service, with a swim-lane for aspects of the customer journey that could be completed or mirrored online in the customer portal. 

 

This proved an effective way to communicate the proposed changes to business representatives and identify areas that would require staff training, a change to an existing process, or a 'gap' in need of a new user story or additional acceptance criteria.

Process Mapping

BUSINESS IMPLEMENTATION

The Product Owner's role doesn't stop once development is complete.  To get maximum value from a new product or feature, it is essential the whole business knows about it, not just IT.  

The method of business implementation obviously depends on the nature and scale of the product or feature and whether or not it merits a public launch.  I have found a stakeholder matrix useful for identifying the business units that just need awareness of a product release vs. those that will require additional training or collateral to support, market or sell the product.  

I have held training sessions and webinars for customer service, provided screenshots and videos for directors to share at conferences and produced fact-sheets, presentation materials and monthly product newsletters for marketing and sales.  I have also presented products and initiatives myself at 'town halls' and roadshows in regional, national and international offices, including an annual company-wide 'kick-off' event to 1,500 employees in Berlin.  


By regularly communicating product releases and performance data to the wider business, I establish myself as the 'go-to' subject matter expert on all things relating to my product area; enabling salespeople to help their customers get the most from the product, platform or service.  They in turn provide me with valuable, honest feedback about what their clients, customers or end users do and don't like, informing future roadmap prioritisation and product development in a virtuous circle.

Business Implementation

CAREER HISTORY

2019 - Present

NOVAFORI - B2B & B2C DIGITAL MARKETPLACES
(Formerly known as Perfect Channel) 

London / Remote

January 2022 - present

Head of Product - Next Generation Platform

  • Leading two development teams and one Product Owner across two work streams to build the core platform and trading models for a new multi-client Software as a Service (SaaS) platform.

  • Collaborating with designers and making design decisions as necessary to deliver a fully responsive and accessible user experience for marketplace operators, buyers and sellers.

  • Responsible for prioritising and executing the product roadmap; maintaining alignment between product, sales & marketing stakeholders, senior management and shareholders and attending board meetings to present progress updates and deliver product demonstrations.

January 2021 - January 2022 

Senior Product Owner - "Labs Team"​

  • Senior Product Owner on “Labs” team, developing proofs of concepts for new & existing clients.

  • Responded to requests for proposal (RFPs), produced and reviewed sales and marketing collateral and attended client meetings and supported pitches to new prospects.

  • Recruited, on-boarded and trained new team members.

  • Chaired Product Board and used client personas, based on market and competitor analysis, to influence company-wide product, sales and marketing strategies.

 

April 2019 - January 2021

Product Owner - Negotiation & Trading

  • Worked with clients in the UK, US and NZ to propose and develop online auction and negotiation solutions to enable them to scale and diversify their operations.

  • Articulated my vision for clients’ products to design and development teams through user journey maps, prototypes, wireframes and user stories, ensuring ongoing alignment with client expectations via demos and releases to UAT at the end of every 2-week sprint.

  • Obtained estimates and prioritised backlog to optimise return on investment using Must Should Could, Won’t (MoSCoW) analysis, value score matrices and other prioritisation techniques.

Key achievements:

  • Released a new commodity negotiation platform for global milk trade client’s buyers to list their supply requirements and invite multiple sellers to place bids and negotiate terms in real time.

  • Worked across 4 Scrum teams in UK and Spain, together with 3rd party integration partners, on a complete platform redesign for a global auction house, enabling them to triple their online sales compared to the previous year in the face of the COVID-19 crisis. 

  • Developed a new Singapore-based marketplace selling verified carbon credits to offset businesses’ CO2 emissions. Marketplace and auction platform went live in 2022.

  • Successfully influenced the CEO to pivot from client services to SaaS model; ultimately getting agreement to build the new multi-client SaaS auction & trading platform.  Went on to lead and deliver the project. 

2017 - 2019

CONNELLS GROUP - ESTATE AGENCY & PROPERTY SERVICES

Dunstable, Bedfordshire

Dec 2017 - Mar 2019

Product Owner - Business Solutions

  • Hired as Product Owner for customer engagement programme to improve retention.

  • Coalesced research data with requirements from multiple departments to shape product roadmap across 3 work streams: customer portal, digital communications and updating the brands' public facing websites.

  • Evaluated CMS platforms (Sitecore, Umbraco, Homeflow) as part of vendor selection process.

  • Achieved senior stakeholder buy-in for new feature ideas using wireframes and prototypes (Balsamiq, Axure RP), before collaborating with user experience (UX) Designer and Solutions Architect on the front-end user interface (UI) design and solution definition.

  • Delivered staff training and materials and videos for company-wide conferences ahead of first portal release.

Key achievements:

  • Pilot customer portal successfully launched in February 2019 with 15% take-up from portal activation emails sent to new customers booking a viewing or market appraisal in the first week after go-live.

2007 - 2017

TOTALJOBS GROUP / STEPSTONE - ONLINE RECRUITMENT

(Totaljobs Group acquired by StepStone in 2012)

London

 

2017

Product Owner - StepStone Group Search Services

  • Delivered and supported 6 search and recommendation products for over 20 job boards in 9 countries, working with distributed Agile development teams in Brussels, Munich and Berlin.

  • Managed relationships with all group businesses, including MDs, CTOs and Product Directors; negotiating and justifying prioritisation of multiple competing product requests using data.

Key achievements:

  • Migrated UK search applications from legacy infrastructure to SaaS cloud-based (AWS) model.

  • Implemented search & recommendation engine for job boards in Eire, N Ireland and Caribbean.

2013 - 2017

​Product Manager - Jobseeker Services - Totaljobs Group

  • Used split testing, analytics, user research and feedback to inform product roadmap prioritisation.

  • Collaborated with User Experience (UX) and other stakeholders to create concepts for new and improvements to existing products, interfaces and user journeys.

  • Worked with Scrum teams in London and Warsaw: articulated product vision and minimum viable feature sets, prioritised backlog and saw development through full delivery lifecycle. 

  • Acted as product subject matter expert, delivering product training and go-to-market collateral.

  • Seconded to StepStone Group Search Team in January 2017.

Key achievements:

  • Integrated 3rd party API to show candidates potential commute time to jobs listed on the site.

  • Replaced in-house search engine, winning StepStone IT Initiative of the Year Award in 2015.

  • Relaunched Instant Job Match (IJM) alert product, using new recommendation engine, driving 52% year-on-year increase in applications on flagship site Totaljobs.com in September 2015.

  • Presented new products and initiatives at town halls and annual ‘kick-off’ to 1,500 employees.

  • Awarded place on “Tigers” trip to Austria in 2016 for outstanding contribution to the Group.

 

2011 - 2013

Product Owner - Recruiter Services - Totaljobs Group

  • Worked with Business Analysts to define user stories and acceptance criteria and attended Scrum teams’ backlog sessions to convey product vision, answer questions, understand technical complexity of work and perform cost benefit analysis of solution options, presenting recommendations to the Product Director.

  • Approved live releases and held training webinars for Sales and Customer Service teams.

  • Held webinars and training for sales and customer service teams to enable them to support clients through product changes.

Key achievements:

  • Delivered new self-service client reporting portal, showing performance of job postings and CV Database usage.

  • Implemented change from single price CV Database to licence-based model.

2007 - 2011

Business Analyst - Product Development & Support - Totaljobs Group

  • Investigated business problems and ideas originating from all areas of the organisation, eliciting and documenting requirements from stakeholders at all levels. 

  • Facilitated planning sessions and workshops with development teams, technical architects and other subject matter experts to discuss, identify and estimate technical solution options.

  • Worked with 2 Scrum teams following migration to Agile in 2009, creating user stories, driving Agile best practice and taking on Scrum Master role in absence of permanent Scrum Master.

  • Latterly acted as proxy Product Owner, presenting the teams’ proposed solution options to the Product Owner, conducting quality reviews prior to demonstrating them to the PO for sign-off and creating internal and external communications and training materials for each release.

 

Key achievements:

  • Launched new job boards in Scotland and Germany.

  • Delivered programme of enhancements to candidate search and job posting user interfaces.

  • Assessed responses to request for Proposal (RFP) for Content Management System (CMS) vendor selection.

  • Spoke at International Institute of Business Analysis (IIBA) conferences on Delivering Incremental Value (2010) and Incorporating Specialist Requirements in Agile Environments (2011).

2002 - 2007

HEWITT ASSOCIATES - HR & BENEFITS OUTSOURCING 

(now known as AON)

Hemel Hempstead, Hertfordshire

 

2005 - 2007

Implementation Analyst - Transition & Transformation

  • Implementation Analyst on Transition & Transformation Team, charged with transferring clients’ local HR functions across EMEA into centralised HR service hubs:

  • Captured clients’ high level requirements and engaged with employees to document detailed requirements and current-state processes in preparation for transition.

  • Designed future-state operating procedures for go-to teams.

  • Acted as subject matter expert, providing support, training and reference materials to transitioning teams prior to, during and immediately after transition.

2004 - 2005

HR Administrator - HR Delivery

  • Managed voluntary and involuntary terminations of employment on behalf of a global investment bank.

  • Conducted exit interviews and compiled summaries, coordinated final payments, prepared reports and leavers' letters.

  • Delivered exit interview training to Chicago team, enabling them to offer the service to US-based clients.

  • Completed CIPD Certificate in Personnel Practice.

  • Latterly supported implementation of new self-service HR web portal: trained and guided the client’s employees, line managers and HR professionals in use of the portal and worked with technical team to resolve issues.

  • Promoted to Implementation Analyst in 2005.

2002 - 2004

Customer Services Associate - Member Services Centre / HR Delivery

  • Initially hired on temporary basis, answering queries regarding employees' flexible benefits during their annual enrolment window. 

  • Offered permanent role in HR Delivery, advising employees on HR policies and administering maternity cases. 

  • Promoted to HR Administrator, serving a new high-profile client, in 2004.

Career History
Education & Training

EDUCATION & TRAINING

PROFESSIONAL TRAINING

  • AI for Product Management Pendo.io, 2023

  • Advanced Product Owner Masterclass Roman Pichler, 2022

  • Advanced Certified Scrum Product Owner (A-CSPO®Scrum Alliance, 2020

  • Certified Scrum Product Owner (CSPO®​Scrum Alliance, 2020 

  • StepStone Management Success THM, 2016

  • Leadership for Product Managers & Product Owners Roman Pichler, 2015

  • Agile Product Planning Roman Pichler, 2013

  • Certified Scrum Master (CSM®Scrum Alliance, 2009

  • ISEB Diploma in Requirements Engineering 2008

  • ISEB Fundamentals of Business Analysis 2006

  • CIPD Certificate in Personnel Practice 2005

SYSTEMS EXPERIENCE

  • Aha! 

  • Balsamiq

  • Confluence

  • Figma

  • Jira

  • Miro

  • MS Azure DevOps

  • MS Office 365

  • MS Teams 

  • MS Visio 

  • Notion 

  • Slack

  • Stories on Board

  • Trello

  • Zoom

EDUCATION

  • BA Hons French & German Studies (2:2), University of Birmingham 

  • 4 A-levels:

    • French B

    • German B

    • Maths B

    • General Studies B​

  • 9 GCSEs (A-C)

INTERESTS

  • Pet Psychology Diploma New Skills Academy, 2019

  • Enriched Air Diver PADI, 2014

  • Advanced Open Water Diver PADI, 2012

  • Fish Identification Speciality PADI, 2011

  • Diploma in Pet Obedience ICS, 2011

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