https://rosaotieno.com Rosa Otieno Mon, 09 Feb 2026 21:01:29 +0000 https://rosaotieno.com en https://rosaotieno.com/Front-page Mon, 20 Mar 2023 17:35:33 +0000 Rosa Otieno https://rosaotieno.com/Front-page Driving Growth for Legacy Products <img width="1920" height="1446" width_o="1920" height_o="1446" data-src="https://freight.cargo.site/t/original/i/1fbc940face662e8c2b92aa86bd4dabf43890a887fe3559e470370e809c04180/HDLP_PortfolioCover2.gif" data-mid="244557027" border="0" src="https://freight.cargo.site/w/1000/i/1fbc940face662e8c2b92aa86bd4dabf43890a887fe3559e470370e809c04180/HDLP_PortfolioCover2.gif" /> I led the redesign of The New York Times Home Delivery landing page, moving beyond minor tweaks to modernize the legacy service. The refresh achieved a 48.7% conversion lift, adding 250 incremental starts per month for the company’s highest-revenue per user product.The NYT × Delta Free Trial <img width="5232" height="3300" width_o="5232" height_o="3300" data-src="https://freight.cargo.site/t/original/i/b8dafde6624de9ac746fe3050de365d2ad4a067d9bfe14674539b0346b35801f/Delta_Cover.jpg" data-mid="249094448" border="0" src="https://freight.cargo.site/w/1000/i/b8dafde6624de9ac746fe3050de365d2ad4a067d9bfe14674539b0346b35801f/Delta_Cover.jpg" /> Delivered a frictionless, co-branded activation flow from Delta seatback to NYT lifestyle content, creating a scalable design blueprint for future high-profile collaborations. Leading High-Impact Sales <img width="5232" height="3939" width_o="5232" height_o="3939" data-src="https://freight.cargo.site/t/original/i/b5093e549a359f06f2413370c9b987d4f188383a69b9572c9b32d9d53cbe41e7/GamesSale_Portfolio-Cover.jpg" data-mid="244647207" border="0" src="https://freight.cargo.site/w/1000/i/b5093e549a359f06f2413370c9b987d4f188383a69b9572c9b32d9d53cbe41e7/GamesSale_Portfolio-Cover.jpg" /> I designed for five fast-paced NYT Games Sales, turning ambitious growth targets into reality through rapid iteration and cross-functional leadership. My most recent Games Sale contributions achieved a 107% lift from baseline. https://rosaotieno.com/Mobile-nav Mon, 20 Mar 2023 17:35:34 +0000 Rosa Otieno https://rosaotieno.com/Mobile-nav Driving Growth for Legacy ProductsLeading High-Impact Sales About Resume Linkedin©2026 Rosa Otieno https://rosaotieno.com/Home-Delivery-Landing-Page Mon, 20 Mar 2023 17:35:35 +0000 Rosa Otieno https://rosaotieno.com/Home-Delivery-Landing-Page Driving Growth for Legacy Products <img width="1920" height="1446" width_o="1920" height_o="1446" data-src="https://freight.cargo.site/t/original/i/b046175a01cb6ebcc17aec1e61f9dbc620c46e489084437600b09b2a380aafb1/HDLP_PortfolioCover.gif" data-mid="244613489" border="0" src="https://freight.cargo.site/w/1000/i/b046175a01cb6ebcc17aec1e61f9dbc620c46e489084437600b09b2a380aafb1/HDLP_PortfolioCover.gif" /> The New York Times Home Delivery is a legacy product and the highest-revenue per user suscription. I led a complete refresh of an outdated landing page to boost conversion. By shifting from minor tweaks to bold design swings, I created three test variants that achieved a 48.7% lift and 250 incremental starts per month. Role:&nbsp;Product Designer Skills: Visual Design, Interaction Design, Content Design, Communication Timing: August - September 2025 <img width="5232" height="3939" width_o="5232" height_o="3939" data-src="https://freight.cargo.site/t/original/i/6969b57e03b2acca233bdfecb907c6c58fad4dad3ab54d910653d0886a13e530/HD_Cover1.jpg" data-mid="244613634" border="0" src="https://freight.cargo.site/w/1000/i/6969b57e03b2acca233bdfecb907c6c58fad4dad3ab54d910653d0886a13e530/HD_Cover1.jpg" /> Original Home Delivery Landing Page Background The Home Delivery Landing Page experience was oudated and needed a complete refresh. I drove our strategy toward "big swings"—using ambitious design directions and adaptive testing to turn a dated experience into a major driver for subscriber growth. Problem For over a year, the larger Conversion team ran adaptive "bandit" tests on small elements like headlines and button colors. These minor tweaks failed to produce statistically significant results or impact conversion. The Home Delivery Landing Page needs to change how users see the subscription and value and overall experience. We decided to take "big swings" with design, copy, and imagery to drive conversion. <img width="5232" height="3939" width_o="5232" height_o="3939" data-src="https://freight.cargo.site/t/original/i/57db74d1448f6a3fe8220312be0c5e37eb142029f45e9681c4065ebe7bfee567/HD-LP-LoFi-Explorations.jpg" data-mid="244607569" border="0" src="https://freight.cargo.site/w/1000/i/57db74d1448f6a3fe8220312be0c5e37eb142029f45e9681c4065ebe7bfee567/HD-LP-LoFi-Explorations.jpg" /> Team feedback on early Home Delivery Landing Page explorations&nbsp; Iteration I translated research insights into design opportunities centered on three core benefits: digital detox, content discovery, and premium digital access. To inform explorations, I conducted a competitive analysis on how leading brands approach complex subscription experiences. I developed 4–8 explorations for header section of the landing page, drawing inspiration from previous high-performing conversion tests. During this phase, I successfully advocated for ambitious new elements—including a vertical timeline and a feature carousel—to enhance clarity and engagement. <img width="5232" height="3939" width_o="5232" height_o="3939" data-src="https://freight.cargo.site/t/original/i/be3082a3dd212a689e293aa5698807270a77900874d92b85eea8521f2ed1789b/Group-1967.png" data-mid="244616199" border="0" src="https://freight.cargo.site/w/1000/i/be3082a3dd212a689e293aa5698807270a77900874d92b85eea8521f2ed1789b/Group-1967.png" /> Mid-fidelity Home Delivery Landing Page explorations Solution I delivered three landing page candidates and corresponding page states for an adaptive “bandit” test. Key features included: Vertical Timeline: A step indicator so users knew exactly where they were in the signup process.Updated Imagery: Visual carousels to represent core benefits like digital detox and content discoveryClear Value Props: Iconography and copy that clearly explain the new NYT Family Plan subscription and additional digital access for three people <img width="692" height="922" width_o="692" height_o="922" data-src="https://freight.cargo.site/t/original/i/35ab9c5c2c1efc6d843aa43a527e3b80ed912a006a11855c9c89916d828e104f/HDLP-Bandit-2.gif" data-mid="244616172" border="0" data-scale="52" src="https://freight.cargo.site/w/692/i/35ab9c5c2c1efc6d843aa43a527e3b80ed912a006a11855c9c89916d828e104f/HDLP-Bandit-2.gif" /> <img width="3072" height="3942" width_o="3072" height_o="3942" data-src="https://freight.cargo.site/t/original/i/d594c914ab93e21c920781b2a43cbe51a03cf1b10ef44ff036b6101854fd6362/3--L.png" data-mid="244616177" border="0" src="https://freight.cargo.site/w/1000/i/d594c914ab93e21c920781b2a43cbe51a03cf1b10ef44ff036b6101854fd6362/3--L.png" /> <img width="688" height="918" width_o="688" height_o="918" data-src="https://freight.cargo.site/t/original/i/2f1023c301ca9e4eb99e52ab115851fc42426e0d0113d619db7f53bcf59e779c/HDLP_Bandit_12-ezgif.com-optimize.gif" data-mid="244616171" border="0" data-scale="54" src="https://freight.cargo.site/w/688/i/2f1023c301ca9e4eb99e52ab115851fc42426e0d0113d619db7f53bcf59e779c/HDLP_Bandit_12-ezgif.com-optimize.gif" /> Final Home Delivery Landing Page adaptive testing variants&nbsp; Impact The winning variant achieved a 48.7% lift and 250 incremental starts per month, greatly exceeding expectations.&nbsp;By partnering with Product and Engineering to bring clarity to an ambiguous opportunity, I transformed a legacy experience into an unexpected driver for subscriber growth. I recently delivered updated Home Delivery Landing Page variants that built on this success, ensuring we continue optimizing test variants through 2026. https://rosaotieno.com/Games-Sales-Leadership Mon, 09 Feb 2026 21:01:29 +0000 Rosa Otieno https://rosaotieno.com/Games-Sales-Leadership Leading High-Impact Games Sales <img width="5232" height="3939" width_o="5232" height_o="3939" data-src="https://freight.cargo.site/t/original/i/882d4fd489fa567f7c784dbcfb5f6304997629d9630129d18e93e7650f0af292/GamesSale_Portfolio-Cover.jpg" data-mid="244647221" border="0" src="https://freight.cargo.site/w/1000/i/882d4fd489fa567f7c784dbcfb5f6304997629d9630129d18e93e7650f0af292/GamesSale_Portfolio-Cover.jpg" /> I led the design and execution of five major games sales, navigating last-minute leadership pivots and multi-surface improvements. These efforts delivered a 107% sales lift and acquired 227,399 new subscribers, surpassing targets by 52%. Role:&nbsp;Product Designer Skills: Interaction Design, Content Design, Communication Timing: April - October 2025 Problem We started the year with an ambitious sale strategy to have multiple, short sales in order to increase starts and minimize sale blindness. NYT Games Sales require rapid execution across multiple conversion surfaces while managing frequent, last-minute strategy shifts from leadership. <img width="5232" height="3300" width_o="5232" height_o="3300" data-src="https://freight.cargo.site/t/original/i/90d90c9dd48d76f83c28c5b51361da29dabc988d453f291f915c2bcc7426c735/AprilGamesLP_OriginalDesigns.jpg" data-mid="244743157" border="0" src="https://freight.cargo.site/w/1000/i/90d90c9dd48d76f83c28c5b51361da29dabc988d453f291f915c2bcc7426c735/AprilGamesLP_OriginalDesigns.jpg" /> April Games Sale designs Iteration&nbsp; After a sale kickoff meeting with key stakeholders, I identified design opportunities including copy and imagery updates, hierarchy improvements, and integration of new features such as express payment, NYT Family Plan, and new NYT Games. I led frequent alignment conversations between Marketing, Writing, and Project Management. I also presented refined product design surfaces in stakeholder presentations product for signoff from Marketing and Growth executives. <img width="5412" height="3223" width_o="5412" height_o="3223" data-src="https://freight.cargo.site/t/original/i/a7c6775aa42a537daf5aa0b4c6c90bdac2d5a2fc6017d1ac336feb1b52472bf8/GamesSaleIterations.jpg" data-mid="244744950" border="0" src="https://freight.cargo.site/w/1000/i/a7c6775aa42a537daf5aa0b4c6c90bdac2d5a2fc6017d1ac336feb1b52472bf8/GamesSaleIterations.jpg" /> Examples of Games Sale improvements Solution I provided design solutions that incorporated key offer expressions, refreshed copy, new Games products and subscription features. Some updates include:&nbsp;Refining landing page and paywall designs to accomodate new offer expressions&nbsp;Leading internationalization and simplification of Paywalls with express payment optionsCoordinating with The Games and Marketing team on urgency colors that avoid Games Product colors and reduce sale blindness <img width="5232" height="3300" width_o="5232" height_o="3300" data-src="https://freight.cargo.site/t/original/i/d174fe8ea6f9cf39e69903bb982247affcfcd2066cca58be24ce866f0093539b/Games_Mobile_Final-Designs.jpg" data-mid="244739428" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/d174fe8ea6f9cf39e69903bb982247affcfcd2066cca58be24ce866f0093539b/Games_Mobile_Final-Designs.jpg" /> October Games Sale designs Impact The October Games Sale achieved 107% lift in sales compared to the baseline and gained 227,399 new subscribers, beating the goal by 52%. I also developed a system for file organization for a clean and transparent handoff process with sale engineers. A few weeks after the October Sale, I&nbsp;onboarded the Games Mission team to the sale design process.&nbsp; Each sale provided new opportunites to iterate with data-driven insights, effectively communicate design recommendations to stakeholders, and strengthen design leadership and influence. <img width="5760" height="4179" width_o="5760" height_o="4179" data-src="https://freight.cargo.site/t/original/i/f195dc4a25c94768d171a2a9f03cb84d7dbc9f763e82f69fa45409a6f269a5ea/LP.jpg" data-mid="244740765" border="0" src="https://freight.cargo.site/w/1000/i/f195dc4a25c94768d171a2a9f03cb84d7dbc9f763e82f69fa45409a6f269a5ea/LP.jpg" /> <img width="5760" height="4965" width_o="5760" height_o="4965" data-src="https://freight.cargo.site/t/original/i/4f499422cb2acd4581c661a00240cfa0966afbecc486293f4bde228c52e77bed/PLO.jpg" data-mid="244740763" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/4f499422cb2acd4581c661a00240cfa0966afbecc486293f4bde228c52e77bed/PLO.jpg" /> <img width="5760" height="4965" width_o="5760" height_o="4965" data-src="https://freight.cargo.site/t/original/i/5273c5cb06d6ad542255872b27b0572b22cc8d829267265f95c4c49daf98860b/Urgency.jpg" data-mid="244740764" border="0" src="https://freight.cargo.site/w/1000/i/5273c5cb06d6ad542255872b27b0572b22cc8d829267265f95c4c49daf98860b/Urgency.jpg" /> <img width="5760" height="4215" width_o="5760" height_o="4215" data-src="https://freight.cargo.site/t/original/i/bb516c7eb7fc02ad13fa14d8daaf18b8b14af13bb03919189cf8d5e2d44f7e3f/In-Game-Examples.jpg" data-mid="244740771" border="0" src="https://freight.cargo.site/w/1000/i/bb516c7eb7fc02ad13fa14d8daaf18b8b14af13bb03919189cf8d5e2d44f7e3f/In-Game-Examples.jpg" /> <img width="5760" height="4965" width_o="5760" height_o="4965" data-src="https://freight.cargo.site/t/original/i/f231bb035fdffed00e970e9ed547ee99006a106ae0ec6b468359cffbf09cb068/Wordlebot-Paywall.jpg" data-mid="244740762" border="0" src="https://freight.cargo.site/w/1000/i/f231bb035fdffed00e970e9ed547ee99006a106ae0ec6b468359cffbf09cb068/Wordlebot-Paywall.jpg" /> Slides from October Games Sale Stakeholder Presentation https://rosaotieno.com/Delta-NYT-24-Hour-Free-Trial Mon, 20 Mar 2023 17:35:34 +0000 Rosa Otieno https://rosaotieno.com/Delta-NYT-24-Hour-Free-Trial The NYT × Delta Free Trial Spring 2026 <img width="5232" height="3300" width_o="5232" height_o="3300" data-src="https://freight.cargo.site/t/original/i/5a9286917d2c0c769cac80f9a83b01f652d76046338fbcd3c721cb8a98a63b85/Delta_Cover.jpg" data-mid="247885061" border="0" src="https://freight.cargo.site/w/1000/i/5a9286917d2c0c769cac80f9a83b01f652d76046338fbcd3c721cb8a98a63b85/Delta_Cover.jpg" /> I led product design for the Delta × New York Times 24-Hour Trial, defining the user experience across platforms—from the Delta Sync seatback to the NYT web ecosystem. This complex project required managing strict co-branding parameters, solving for severe in-flight technical constraints, and designing a highly compliant authentication flow. Role: Product Designer&nbsp; Skills: Systems Thinking, Interaction Design, Collaboration, CommunicationTiming: April 2026 The Friction Point&nbsp; Delta wanted to provide SkyMiles members with a free 24‑Hour Trial to NYT All Access right from their flight. The old registration page didn't mention Delta at all, which felt confusing and disconnected for someone sitting on a plane. We needed to tell a cohesive story that connected a physical airplane seat to a digital newsroom. The challenge was figuring out how to respect two completely different brand guidelines, keep the pages incredibly lightweight for bad airplane connections, and guide users toward lifestyle content rather than heavy breaking news. <img width="7065" height="4068" width_o="7065" height_o="4068" data-src="https://freight.cargo.site/t/original/i/5ef7e170b75fc00df57508be50a6e5629abc1ead07785b69fd58c279f24a47b3/Initial-User-Flow.png" data-mid="249094175" border="0" src="https://freight.cargo.site/w/1000/i/5ef7e170b75fc00df57508be50a6e5629abc1ead07785b69fd58c279f24a47b3/Initial-User-Flow.png" /> Initial User Flow for Delta Partnership Solving for Constraints To turn these big-picture business goals into an actual working product, I teamed up with product managers, engineers, and legal teams from both sides. Together, we mapped out exactly how a user would move from their seatback screen into the NYT ecosystem. <img width="3292" height="1900" width_o="3292" height_o="1900" data-src="https://freight.cargo.site/t/original/i/06bb3d6fe5758fcfca9da85cabd72ba8a51968ed3514143ae0903a70e67f3075/Async-Explorations-1.png" data-mid="249094429" border="0" src="https://freight.cargo.site/w/1000/i/06bb3d6fe5758fcfca9da85cabd72ba8a51968ed3514143ae0903a70e67f3075/Async-Explorations-1.png" /> Login and Registration Explorations I explored different login layouts and copy to find the perfect balance between speed, simplicity, and brand rules. On an airplane, people are easily distracted, so the screens had to be incredibly clean. I used the NYT design system to build screens that clearly thanked Delta for the trial and showed off the value of a subscription without overwhelming the user.&nbsp; <img width="4210" height="2212" width_o="4210" height_o="2212" data-src="https://freight.cargo.site/t/original/i/837ea3913edeb4db268b3a4e364cde875f1f8ce21ae6585f32d657657196de51/Async-Explorations-2.png" data-mid="249094428" border="0" src="https://freight.cargo.site/w/1000/i/837ea3913edeb4db268b3a4e364cde875f1f8ce21ae6585f32d657657196de51/Async-Explorations-2.png" /> Linking Page Explorations&nbsp; I also designed a dedicated "linking page." This was a crucial behind-the-scenes step where our systems connected their account and also a great moment to welcome users to the trial. Because airplane Wi-Fi is notoriously slow, I optimized every single image to make sure the page loaded instantly. After collaborating with the team, we built a minimal layout with a friendly headline and a quick product carousel to show Delta members all the perks they could enjoy. Execution &amp; Impact By using standard design system components, I created a series of optimized login, registration, and linking pages that satisfied both companies' legal and brand requirements. <img width="6088" height="2764" width_o="6088" height_o="2764" data-src="https://freight.cargo.site/t/original/i/2505de8c6f39eb4fd8d9607a9fc5e3b2aa9272598fdba1e7222c88ed013c7984/.png" data-mid="249094335" border="0" src="https://freight.cargo.site/w/1000/i/2505de8c6f39eb4fd8d9607a9fc5e3b2aa9272598fdba1e7222c88ed013c7984/.png" /> <img width="5940" height="3384" width_o="5940" height_o="3384" data-src="https://freight.cargo.site/t/original/i/a78256678dde45ebe1f34f24e9b9a1dd5bb0e7e4dce375d4d8b7fdf9164b7260/LinkingPage.png" data-mid="249094333" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/a78256678dde45ebe1f34f24e9b9a1dd5bb0e7e4dce375d4d8b7fdf9164b7260/LinkingPage.png" /> <img width="5940" height="4374" width_o="5940" height_o="4374" data-src="https://freight.cargo.site/t/original/i/79c86cd63e7b8ded5197f92d8f5742d556b91a80ceeeb79a51ffe58473843ba6/LIREPages.png" data-mid="249094334" border="0" src="https://freight.cargo.site/w/1000/i/79c86cd63e7b8ded5197f92d8f5742d556b91a80ceeeb79a51ffe58473843ba6/LIREPages.png" /> Final Designs&nbsp; I led design for a frictionless onboarding experience under tight technical constraints where we successfully brought two giant legacy brands together and created a blueprint for all of NYT's future B2B partnerships. <img width="2048" height="1742" width_o="2048" height_o="1742" data-src="https://freight.cargo.site/t/original/i/a9a377b92695f8fffd79ff6bdb3a78cc7195537800c0c96b71bad763cdfb2329/news.delta.com_delta-sync-welcomes-new-york-times-onboard-world-class-journalism-games-and-more-discover-2.png" data-mid="248453313" border="0" src="https://freight.cargo.site/w/1000/i/a9a377b92695f8fffd79ff6bdb3a78cc7195537800c0c96b71bad763cdfb2329/news.delta.com_delta-sync-welcomes-new-york-times-onboard-world-class-journalism-games-and-more-discover-2.png" /> https://rosaotieno.com/About Mon, 20 Mar 2023 17:35:37 +0000 Rosa Otieno https://rosaotieno.com/About <img width="1000" height="1250" width_o="1000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/5b49ad354f9847321bcc67fe80f4fc403901e85ab403ed22f3c6d1285fafd491/RO_Headshot.JPG" data-mid="172627394" border="0" src="https://freight.cargo.site/w/1000/i/5b49ad354f9847321bcc67fe80f4fc403901e85ab403ed22f3c6d1285fafd491/RO_Headshot.JPG" /> Rosa Otieno (she/her) is a Product Designer, Growth at The New York Times. She specializes in creating high-quality experiences that also drive conversion for products like Home Delivery, Games, and News.She enjoys iterating on new concepts, using visual design to make experiences delightful and mentoring product designers with diverse backgrounds like herself.Rosa earned a degree in Sociology and Public Health from Boston University. She spent several years working in nonprofit management, executive support and education. Rosa discovered product design while working in San Francisco startups and developed a passion for creative, interdisciplinary work. When she is not designing, you can find her illustrating, singing or exploring creative communities in New York City.email: rotieno@protonmail.com