RED Digital Cinema - David Nguyen

April 2012 – October 2014

As the Director of eCommerce at RED Digital Cinema, I steered a multifaceted department comprising User Experience, Development, Content, and Production teams. I crafted the online sales strategy and executed tactical plans to achieve business objectives while championing the vision for customer web experiences.

Company Brief

RED Digital Cinema (aka RED) has been a disrupter in the digital cinematography industry
Epic, Scarlet, V-Raptor, and other cutting-edge cameras have set new standards in high-resolution filmmaking
Developed the world’s first stand-online device (Redray) available to consumers, providing 4K playback of content
Acquired by Nikon in April of 2024

eCommerce

Responsible for eCommerce Operations

In-house built web and online shop platform, two mobile apps, camera, and other hardware interface experiences
Department makeup of Web Content, User Experience, Software Engineering, and Marketing teams
Supported 5 global sites (Germany, United Kingdom, Japan, China, India)
Collaborated with Sales, Customer Support, PMO, IT and other critical departments across the organization

Notable Challenges

Regionalization and Localization of the website and online shop platform
Cross-functional collaboration and building trust between teams
Quickly crafting and launching new features
User Experience and consistency across devices
Scalability and Performance optimization

Department Management

Accomplishments

Established the eCommerce Department by unifying the Marketing, Software Engineering, User Experience, Project Management, and Web Content teams
Standardized workflows across teams within the eCommerce department
Formalized the eCommerce strategy, focusing on lead generation and customer lifecycle
Modernized online shop experience and launched revenue-generating features (wishlist, order quote, internalization, camera configurator)

Results

Improved team versatility, cohesion, and shared understanding of project goals and challenges
Lowered post-launch of project’s bugs and issues
Significant increase in project intake and successful launches with minimal delays
Increased Brand Awareness and Customer Satisfaction metrics

Project Highlight: Red Armory Camera Configurator

A primary barrier for many potential new customers is understanding which products are needed to build a working rig. The numerous configurations and accessories can be daunting for those unfamiliar with RED’s modular system. This project was to help attract new customers, guide existing ones in purchasing our products, and reduce call volumes related to technical questions about orders.

Accomplishments

The first significant project I managed comprehensively as the Director of eCommerce
Successfully got the project off the ground where past attempts for several years were shelved
Proved value of dedicated Quality Assurance and Project Management resources
Cohesive project launch due to fostering of solid collaboration between design, engineering, and marketing teams

Results

Launched on schedule (2Q of 2014), with hundreds of thousands of sales made within the first week
Notable customer feedback direct quotes:
- “Looks awesome! It’s as easy as custom building a custom car configuration or ordering a pizza.” – Burke
- “RED is always thinking about us, the customers. It’s the little things they do that really makes this the best company to buy products from, hands down.” – Chris
- “Great Stuff, thanks for making it even easier to configure and camera package” – Craig

Strategic Initiative Highlight: REDRAY 4K Professional Cinema Player

RED is renowned for pioneering advancements in cinema technology. Our goal was to lead the industry by introducing cutting-edge 4K technology to consumers and professionals. With the launch of the REDRAY 4K Professional Cinema Player, we aimed to expand our ecosystem and market. This innovative media player was the first to deliver ultra-high-definition 4K content to homes and businesses. As the Lead UX Designer, the project marked my initial venture into designing TV user experiences.

Challenges

6-month timeline to design from lo-fi wireframing to hi-fi prototypes and final digital assets for an entirely new product line
Resource Constraints (small cross-functional team)
Conflicting priorities from both within the project team and various stakeholders

Accomplishments

The wireframes for the TV and its companion mobile app remote were completed ahead of schedule, allowing our visual designer extra time to create the UI digital assets for implementation.
Cross-functional collaboration in developing the “REDRAY & DRAGON” launch marketing campaign was successful.
Units began shipping on June 13, 2013, and we sold hundreds of units within the first week – meeting our initial sales goals.
Notable customer feedback direct quotes:
- “the interface is very clean and simple” – Casey
- “Love the menu layout of this.” – Sergio
- “Wow, incredible. Fantastic job Red Team! – Andreas

Notable Hands-On Tools Utilized

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