Hi, I'm Tom Bohan

Task: Create an immersive, content & product rich experience for TFB customers centered around the inaugural Tom Ford Runway show from the new Creative Director, Haider Ackermann. Due to ELC/TFB platform technical constraints, this was built as a standalone page to accommodate the feature requirements.

Timeframe: 6 weeks (launched March 13, 2025)

Problem: Due to TFB US & UK being the first "modernized" ELC sites (across a 20+ brand & 300+ site global portfolio), we were unable to include auto-play video, Shop The Look modules, and vivid, interactive components highlighting the ability to shop the Runway Beauty Collection. Our goal was to properly represent the high-end, luxury nature of TFB products by including these features through building the experience outside the ELC technical "box."

My Role: End to end lead product manager, working with engineering, UX design, analytics (GA4), QA, and TFB Brand representatives to define scope and facilitate an urgency around decision making to bring to life this experience within a short timeframe.

KPI’s: Engagement, Time on Page, Landing Page participation of Add-To-Bag & Revenue

Task: Define and present all product and design requirements for OddsChecker US's first ever mobile app

Timeframe: 3 months

Problem: OddsChecker already had an impressive suite of expert handicappers whose picks were responsible for a large amount of traffic. However, we'd lose our users quickly after they selected a pick or claimed an offer. How could we improve our direct traffic and engagement while standing out against competitors?

Goal: OddsChecker's mobile app would be a bettor's ultimate gambling companion by providing a personalized and easy-to-use experience. Users will be empowered to quickly & simply discover the best bets & promotions at the right time, right price, and with the right sportsbook.

My Role: Lead Product Manager, ideate with core US team (UX Designer, US business lead, myself) and facilitate decision making across cross functional team leaders & global stakeholders

Process: Define the Why, Scope, Coexistence w Mobile Site, Target Audience, Main User Journeys, main differentiators with major market competitors

Key User Journeys:
1. Data Capture: A detailed onboarding experience is essential to enable the app’s core differentiator: personalization. By offering premium expert picks for free during onboarding, OddsChecker can capture valuable user preferences to deliver tailored content, picks, odds, and offers.
2. Claiming an Offer: Present personalized offers based on users’ preferred sportsbooks to drive clickouts and conversions, ensuring a seamless experience around the promotions they value most.
3. Selecting a Bet: Placing a bet is the most important journey for both the user & business. The app must offer multiple pathways for users to discover the most relevant and attractive bets for them, leading users to add to betslip (shopping cart) and deeplinked clickouts to partner operators (direct bet).

Problem: “My Account” was a highly utilitarian area of the site. Customers had little incentive to visit other than to access order information and profile details. For a site/brand that prides itself on stunning creativity, this page was sadly devoid of the look/feel/experience the “shopping” areas of the site (homepage, product listing pages, product details pages) had in abundance.

Hypothesis: customers’ experience on Ralph Lauren could be greatly enhanced by not only “beautifying” My Account, but also weaving in a data driven platform to be the customer “home” on the site and jumpstart a new shopping experience.

Timeframe: 3 months

Goal: Reimagine “My Account” as “My RL” — a personalized hub where customers manage settings, track orders, and discover content and products tailored to their preferences. Designed to drive engagement and repeat visits, “My RL” used A/B-tested recommendation algorithms to surprise and delight users with curated styles and data-driven suggestions aimed at boosting conversion.

KPI's: Reduction in customer service inquiries, Revenue participation, Conversion rate participation, Total orders participation.

MVP Tactics & Features: I approached this Ralph Lauren project with a mobile-first mindset, recognizing that most users browse on mobile but many complete purchases on desktop—requiring a seamless experience across both.
1. Personalized Welcome - Each user was greeted by name and presented with a highly personalized hub based on their browsing and purchase history—reinforcing that this page was uniquely theirs.
2. Modular Architecture - The page was built modularly, enabling dynamic content rendering (e.g., omitting irrelevant modules) and allowing A/B testing of module placement. A key module was order tracking, designed to be both informative and elegant—displaying real-time status (e.g., processing, shipped, delivered) and making returns/exchanges intuitive, which is a major retail differentiator.
3. Smart Recommendations - When no orders were in process, personalized category recommendations encouraged continued shopping. We also introduced “RL Wardrobe,” a virtual closet showcasing past purchases with curated cross-sell suggestions.
4. Conversion Drivers - The experience concluded with high-converting modules: the user’s Wishlist and Recently Viewed items—features proven to boost re-engagement and conversion in fashion e-commerce.

Results:
Customer Service inbound contacts: -13.2%
Revenue participation: +27.3%
Conversion rate participation: +14.3%
Total orders participation: +11.2%

My Role: Co-founder and co-creator of MenuPages and the custom MenuPages Content Management System.

The Problem: Until MenuPages was founded in an Upper East Side apartment in 2002, every person in the city had a "menu drawer," taking up scarce kitchen space to store dozens of takeout menus. Our goal was to solve this problem by digitizing and organizing every restaurant menu, optimizing for ease-of-use by categorizing each menu by cuisine, location, price range, and user-generated ratings & reviews. Users could not only search by cuisine type and restaurant name, but also by menu item & description.

The Story: As a proud co-founder of MenuPages, I helped build the company from the ground up into a trusted restaurant discovery platform, ultimately leading to its acquisitions by New York Magazine and later Grubhub.
I oversaw the end-to-end design and development of our proprietary content management and menu publishing system, scaled a 20-person NYC-based editorial team, and led the creation of our once-influential blog network, which evolved into NY Mag’s Grub Street.
I built and managed a 36-person offshore team to support data entry and software development, ensuring the freshness of over 50,000 continuously updated restaurant listings across 8 major U.S. markets.
I helped spearhead partnerships with industry leaders like Seamless, OpenTable, and CityGrid, and led key integration efforts during and after our acquisitions.
My work spanned product development, content strategy, and team leadership—culminating in the successful transition of MenuPages into the Grubhub ecosystem, where its assets and technology contributed to national expansion and an IPO in 2013.

Fun Fact: I spent July and August of 2002 collecting takeout menus on foot across the entire isle of Manhattan (2 from each restaurant: one to keep in NYC and one to send to our Hyderabad, India-based data entry team).
All in to try making our startup dream come true, it was easily one of the best summers of my life.