# Digital Strategy & Roadmap ("Mosaic")

> The unified digital strategy and 12–18 month transformation roadmap I authored as Interim CDO at goop, organizing the portfolio around guest intent.

Topics: Beauty & Wellness, E-commerce, Digital Transformation, Product Strategy & Development, User Experience, Digital Marketing · Author: Alan Wizemann

I authored goop's first unified digital strategy and 12–18 month transformation roadmap, codenamed "Mosaic," to reframe a fragmented blog-plus-shop into a single, intent-driven experience. The diagnosis was that goop had grown into two disconnected monoliths, an editorial "edition" newsletter front end and a separate ecommerce shop, and the customer kept falling in the gap between them. Mosaic reorganized the entire digital portfolio around capturing guest intent through a discovery-first search bar, answering it with unified feeds of questions, content, and product, and monetizing it through contextual commerce, membership tiers, and new owned communication channels. The roadmap sequenced the transformation into five capability phases: Identify Users, Understand Intent, Social Proof, Drive Revenue, Personalize, each tied to concrete features (single sign-on, big search, guest profile, ratings & reviews, content-on-PDP, category experiences, personalized search and newsletters) and to a test-and-learn cadence, with roughly 70% of team capacity dedicated to roadmap work alongside replatforming and operations.

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Canonical: https://alanwizemann.com/projects/goop-mosaic-strategy