Donna Tellam

Donna Tellam

User Experience & Product Management LEADER


Seasoned software product management and user experience leader with a balance of both strategic and technical product management and product marketing skills. Experience designing and managing superior software user experiences from inception to product maturity with a passion for usability and human factors. Ability to create and communicate vision for and with all project stakeholders including customers, developers, third-party technical partners, business leaders & executives, and sales & marketing staff.

Work History

Work History
Oct 2012 - Present

VP, Product Management

Spring Mobile Solutions

Responsible for directing the product strategy for a suite of mobility products targeted at the consumer goods industry that includes both mobile solutions for field representatives, and web-based solutions for back-office management and administration the apps. As part of this effort, I oversaw a complete overhaul of the user experience for both the mobile and back office applications, which are in the process of being re-built on a new UI framework.

Responsibilities also include managing the product roadmap, analyst relations, product pricing, partner management, product marketing and spending time with customers doing field studies to both validate and drive the direction of our products.

In addition to these efforts, I have developed and now manage a pre-sales discovery program called the springboardAssessment that ensures that our sales reps have a complete understanding of a customer's needs based on user observations and field studies, which helps them to create effective proposals that truly address the customer's needs and illustrate the potential return on investment for the solution.

Other contributions included managing the re-design and messaging of our corporate web site (, overseeing re-design of the corporate image, development of product marketing materials to include Powerpoint Presentations, Brochures, and videos, and establishing and finalizing an ISV partnership with

Apr 2012 - Oct 2012

Chief Product Officer

D3 Banking (formerly OurCashflow)

Responsible for overseeing the product strategy for an innovative new online banking and personal financial management solution for financial institutions. Responsibilities included:

  • Defining the product vision and communicating it to customers, investors and board members
  • Maintaining the product feature backlog
  • Defining and managing the product roadmap
  • Designing the overall user experience for the product and managing graphic design efforts for the UI

Managed a small team of product owners responsible for:

  • Managing customer/investor expectations
  • Project management
  • Creating user stories, process flows, and user interface mockups to developers as part of the development process
May 2009 - Apr 2012

Director, User Experience

OpenText (formerly Global 360)

Developed and directed the viewPoint Assessment program, helping customers to build a business case for user-centric BPM solutions. Also responsible for designing the user experience for vertical market solutions (solutionViews) on the Global 360/OpenText BPM platform.

Provided sales support, and worked with customers as part of the professional services team to lead a user-centric approach to product implementation which ensured customer and user satisfaction upon product go-live.

Sep 2008 - May 2010

Founding Employee | Product Management

OurCashFlow (now D3 Banking)

Responsible for product management, user interface design, and product marketing for a web-based personal finance management (PFM) tool and a web-based small business financial management tool. 

  • Performed market analysis and user research.
  • Designed the user interfaces for both the PFM and small business finance applications.
  • Created high-fidelity user interface mockups, write requirements, and work directly with developers through the development process.
  • Gathered usability feedback and translate into updates to the user interface.
  • Performed all marketing tasks, including coordinating trade show participation, development of marketing collateral, public relations, and creating web site content.
  • Participated in sales support activities, including delivering sales presentations and demos.
May 2003 - Sep 2008

Director, User Experience

webMethods / Software AG

Responsible for the user experience across the entire line of web-based applications. This includes 12 integration and service-oriented architecture management and monitoring products.

  • Provided leadership in an effort to unify the user experience through one Web/portal-based user interface for four products, while laying the foundation for the future integration of the entire Web-based product line. Deliverables included user and task analysis, navigational taxonomy, graphical look-and-feel, storyboards and UI mockups, and detailed functional requirements.
  • Responsible for user interaction design for the following products: Business Activity Monitoring (BAM), SOA Service Management, Business Process Design and Management, Workflow, EAI Management, and Integration Server monitoring software.
  • Coordinated with development teams in four US locations, and India. Provided daily guidance to development and QA teams throughout the entire development lifecycle from planning to delivery.
  • Participated in a committee to update product development lifecycle processes to use Agile development processes that include usability as the central focus of product design and development. Deliverables included guidance for lifecycle methodologies, templates for feature specifications and interaction specifications to provide clearer requirements for development, documentation, and QA.
  • Developed standard user interface patterns, company-wide usability standards, and maintained a library of icons to ensure uniform and standard use of icons across all products.
  • Performed on-site customer usability observations, coordinated user focus groups, and filtered user feedback back into the product development process.
Aug 2000 - Mar 2001

Director, Product Management


Managed the requirements, design and development of Internet-based consumer offerings.

  • Redesigned the WebFamilies Web site and QuikWeb kiosk software with a goal of improving usability, increasing membership, and encouraging repeat use of the site.
  • Managed the implementation of the new designs by Web development teams.
  • Realized a 50% increase in WebFamilies customer participation after implementing new designs. Increased sales on all sites incrementally with each new design.
  • Performed market and competitive research to determine functional requirements.
May 2003 - Mar 2001

Director, Product Management


Managed requirements, product design, and third-party technical partners for an electronic forms management product.

  • Chaired the Product Planning Team, responsible for release management.This team included Development, QA, Sales, Marketing, and the Partner Account Manager.
  • Served on the Product Strategy Team developing and maintaining the strategic product roadmap, gathering market intelligence, analyzing customer feedback on the product, and recommending new features accordingly.
  • Performed human factors reviews on the software, and established usability testing as part of the QA process. This resulted in increased customer satisfaction as reported by customer feedback.
  • Re-purposed an existing product into the design for a new product (FormStream), within a three-month timeframe to meet new market requirements, and recognized $500,000 in sales within the six months of product release.
  • Helped to determine functionality that should be provided by third-party technical partners for NETdelivery, and established and maintained development relationships with those partners.
  • Provided sales support, including sales calls, trade show presentations, and training of sales staff.
  • Served as the customer product manager, maintaining custom requirements for Sweden Post and GE Mortgage.
Mar 2000 - Aug 2000

Director, Product Management


Managed the requirements, design and development of Internet-based business-to-business offerings.

  • Redesigned the Productbuzz vertical market portal sites with a goal of improving usability, increasing membership, and encouraging repeat use of the site.
  • Managed the implementation of the new designs by Web development teams.
  • Doubled Productbuzz site registrations after implementing new designs.
  • Increased sales on all sites incrementally with each new design.
  • Performed market and competitive research to determine functional requirements.
Sep 1998 - Mar 2000

User Interface Engineer

Corporate Express (now Staples)

Responsible for the design of user interfaces for electronic commerce, order fulfillment, product database management software, and all other internally developed software.

  • Developed the functional architecture for a new electronic commerce system, which included gathering system requirements, performing user task analyses, storyboarding and designing the application.
  • Performed usability analyses on existing software and recommend changes to enhance usability and productivity ratings on existing software.
  • Designed and developed an online tutorial and help system, and recommended changes for an existing HTML-based electronic commerce system which significantly reduced calls to the help desk.
Dec 1996 - Sep 1998

User Interface Engineer

Requisite Technology

Responsible for user interface design and functional architecture of electronic commerce and search engine software. Managed documentation team developing online help and technical documentation.

  • Spearheaded and participated in the design of an innovative search engine user interface for conducting parametric searches on product catalogs containing millions of products, significantly improving the ability of users to find desired items in the online catalog.
  • Worked on-site with customers to perform usability testing, customer acceptance testing, and serve as a customer liaison.
  • Performed software demonstrations for potential customers.
  • Designed an HTML-based online help system for Java applications which won an “Award of Excellence” in the Society of Technical Communicators 1998 Online Competition.