My experiences at Rogers are the best example of what I can bring to 37signals—where I actually had the opportunities and confidence to demonstrate what I can do.
Company
Rogers Sports & Media, is a Canadian subsidiary of Rogers that owns the company's mass media and sports properties.
Role
Sr. Product Designer,
News & Entertainment
Timeline
Jan 2023–
Jan 2025
Overview
Although being a part of several B2C products and launches at Rogers—as most of my experience falls under B2B—I had a hand in three mobile apps and two website product launches within two years. I also was able to experience the conception of a new product idea and lived through the many revisions and development cycles that are required to pull ideas from the ethereal and into the material.
How it started
When I started in January 2023, I was assigned to News & Entertainment as the sole product designer, which includes notable Toronto brands such as Citytv and CityNews. It was an extremely interesting position—there was no design leadership, no design system, no other available designers to collaborate with or get critique. I have a feeling that most designers would have tried to move projects, but the opportunity to work on such prominent local brands that I fondly grew up with, absolutely drew me in.

The process
On day one, I followed the Project Manager’s guidelines, for example, working 1–2 days for CityNews, then switching between mobile and web for Citytv for the rest of the week. Similarly, the developers were assigned sometimes half a day per project to then switch to another. The quarterly reorgs/layoffs, that plagues the media industry, also held leadership in a constant state of frenzy, which left a lot of oversight unchecked.
It took me a couple of months before I got a handle on things, and to fully realize all the opportunities. Since there was little oversight, it was easy to take over a few processes that I felt were mishandled. As long as I delicately appeased the Product Owners, they let me lead Spike and Extreme Meetings, and eventually dictate the release candidate schedules. I even took on some of the PM’s role of leading many stand-ups and retros, to which that individual was happy to be relieved of, and I was happy to do so.
I feel that sometimes we stick to processes—a specific meeting type for example—because another company or best-selling author has told us so. Doing something for the sake of its existence, is the bane of my existence. If we are going to conduct a retro, this is not a time where we hi-five each other for simply doing our jobs or a space where we complain that things are not set up exactly to our liking. It is also not the idea of a retro meeting that needs to be looked at, it's how it is being facilitated and that everyone understands why we need it. If there were problems, I was not shy about it. In addition, I made a concerted effort to lift the team into a place where we all felt comfortable enough to engage in healthy debate.
It took a few tries (I don’t easily get discouraged after one failed attempt), but I soon was able to gain respect from my developer teammates. One way I did this was to include them in the design process. A lot of them had great experiences working at Slack and Dropbox and provided great learnings that I benefited from, and I let them know that too. By including, they felt that they had a hand in the designs, and more importantly, they had a chance to share their thoughts and opinions.
Once discussions were underway, even when someone raised a concern or an idea and the team didn’t decide to go with, that individual still felt that their voice was heard. Encouraging healthy debate was key to reaching group consensus. It’s not about making sure everyone is happy, but ensuring everyone has had a chance to share their perspective.
Believe it or not, team members and stakeholders who feel they didn’t have a voice in deciding what to fix have sometimes been known to drag their feet.
Steve Krug, Rocket Surgery Made Easy: The Do-It-Yourself
Guide to Finding and Fixing Usability Problems

A new product
Part-way through 2023, the Senior Product Owner of Radio came to me with an idea for an all-in-one audio streaming app, combining live radio, podcasts, and the like. They had been verbally pitching this concept to the VP of Radio for nearly two years, even proposing it during their initial interview for the role.
Realizing that a visual approach would be more persuasive, I designed a fully interactive Figma prototype and a carefully crafted PowerPoint presentation, giving stakeholders a hands-on experience and explanation of the new app’s potential. Shortly after, the project was green-lit, and the MVP mobile app successfully launched within seven months of the project start date.

Working as a team
With hindsight and reflection of how other projects at Rogers had been conducted, I knew that the team dynamic needed to improve for this new radio app, and right from the start. It was helpful that this was a net-new product, requiring new code and new faces, which allowed the opportunity to lay a foundation to form solid communication and trust between all team members.
I was fortunate to be working with a new Product Owner (different than the one who initially proposed the idea). Newer to the field, she was more open-minded to my suggestions and knew I had already gone through similar endeavors at Rogers. With her on board, I felt confident to start taking more of a lead, or at least co-lead the project, regardless of my external product designer job title, and bridge the divide within the team.
Starting small, we worked towards asking how meetings could be set up, how information is best shared and distributed, and actually listening and accommodating the small things that made the team feel heard from the start. Such tiny efforts, even having a dedicated 30-mins to get to know one another, paved a much better foundation to starting working together towards the same goal.
Crazy concept, I know.
Seekr’s MVP app launched beyond our expectations with every feature we asked for. Everything at Rogers takes forever (to build).
Paul Kaye, VP of Radio, Rogers Sports & Media
The projects
Just a reminder that this was not a straightforward “product design role” where I had zero design help inside of two years and was left to my own devices.
Timeline of projects at Rogers
CityNews (app)
Citytv (app + web)
Seekr (planning)
Seekr (planning)
Seekr (phase 2: web)
Seekr (phase 1: app)
Jan 2023
Jan 2024
Jan 2025
CityNews: mobile app
Since the CityNews project was a few months in when I started, the plan was already set in stone. I was to design a mobile application with the same user experience the current user base were accustomed to which meant there was no room for any additional functionality since that was not the goal of the project.
A few screen mockups for the CityNews mobile app
May be geolocated to only Canadian app stores
Citytv: mobile app + website
Just as I entered CityNews as it was already started, so was the same at Citytv. Although TV’s current products were in pretty decent shape (not as legacy as news), a re-build was already underway and I continued to evolve the designs from a previous designer. Since the re-launch of Citytv products in January 2024, they have launched another redesign/rebuild in January 2025 (due to change in direction).
A few screen mockups for the Citytv mobile app
Seekr: mobile app + website
This is where things got super interesting. Although I had been through the majority of a project (product launch) life cycle for news and TV, I had the rare opportunity to be a part of the very beginning—where the idea was still in verbal format, still being conceptualized, and then eventually revised and formed into something that had the potential of being tangible. All very exciting.
A few screen mockups for the Seekr mobile app
May be geolocated to only Canadian app stores
There were many instances where roles and job titles were missing from the day-to-day operations. I found it easier and less energy-consuming to step in and fill some of those gaps, using the opportunity to learn about how things were built in order to make better-informed product decisions. From previous experiences, I had seen successful Spike and Extreme Engineering meetings lead to clear solutions rapidly, and wanted to emulate the best aspects of those approaches. Instead of waiting for others to take issues seriously, I would help rally the team together to problem solve on the spot, while taking what I learnt to the stakeholders to be able to articulate clearly why something had to be done a certain way.
You sound like an engineer.
Vitaliy Kondratiev*, Lead Mobile Developer on Seekr, ThoughtWorks
*Reference available upon request
Tori’s expertise in design and product development were absolutely invaluable —we couldn’t have done this without her.
Taylor Ross*, Product Owner of Seekr, Rogers Sports & Media
*Reference available upon request