Eva Liparova is a freelance product lead and digital strategist.

With over 15 years of experience, I help cultural organisations define, develop and deliver effective digital solutions.

From digital transformation leadership through to delivering complex online destinations and services, I enjoy building products that meet user needs, business goals and technical demands.

As a product manager, I believe great digital services thrive when organisations focus on their users – in product development and at the heart of their company strategy and internal processes.

My expertise spans product management, user research, service design, digital strategy and change management.

With a background in start-ups and theatre producing, I love solving big problems, leading cross-functional teams and championing agile ways of working.

I’m based in Gothenburg and London.

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Book a 15 minute call for an initial chat

 

Work

From product management through to advising leadership teams on digital strategy, explore my past projects across the last five years

Homepage of Black Plays Archive by the National Theatre

Delivered December 2023

National Theatre – leading on the website re-fresh for Black Plays Archive

  • Led by and delivered for product agency Substrakt

  • Re-defined and scoped the new archive towards a user-centric design

  • Defined product priorities and requirements for design team

  • Led on overseeing delivery

Post it notes on a wall organised into a planning map

Delivered December 2022

Opera North – advising the leadership team on making opera planning more efficient

  • Organisation-wide audit of Opera North’s opera and activity planning

  • Service design mapping of existing needs and recommended workflows

  • Translated insights into a product scope for specialist planning software

  • Audited planning software providers

Three characters from a filmed production of Little March Girl standing on a stage at night

Delivered January 2022

Sadler’s Wells – implementing a video-on-demand platform to rent videos online

  • Developed and delivered product scope and prioritised requirements

  • Led a cross-functional team across Sadler’s Wells and product agency

  • Delivered a video-on-demand platform with product agency

  • Defined future product roadmap

Delivered April 2021

Liberal Democrats – defining a customer-centric technical roadmap to win more voters

  • Organisation-wide audit of Liberal Democrats’ digital activity and needs

  • Service design mapping of existing and proposed technical infrastructure

  • Developed a prioritised product roadmap with a goal to win voters

  • Defined missing digital capabilities

Laptop, tablet and mobile displaying mused, an interactive quiz website created by Victoria and Albert Museum

Delivered September 2023

V&A – product managing mused, a quiz-packed website for Gen Alpha creatives

  • Defined, developed and delivered a new website, led by Gen Alpha insights

  • Led on rounds of user research to inform product scope and user needs

  • Managed a website agency partner to implement all product requirements

  • Defined priorities, goals and timelines

Delivered September 2022

Royal Shakespeare Company – creating user-centric internal processes for digital projects

  • Led by and delivered for product agency Substrakt

  • Audit of existing workflows around how digital projects get delivered

  • Recommended improved organisational structure and roles

  • Produced a new internal process

Screengrab of a promotional image for Globe Player, which appears on the Globe Player homepage

Delivered December 2021

Shakespeare’s Globe – leading on new Globe Player to offer easy to rent videos on-demand

  • Led on a new platform re-build, integrations and user-facing product

  • Led on product delivery and relevant user research and testing

  • Procured and managed a product agency to manage design and build

  • Defined content strategy principles

Group of 5 children standing over a glass cabinet looking at a Charles Dickens manuscript at Victoria and Albert Museum

Delivered March 2019

V&A – producing a sound-led, immersive museum experience for young people

  • Created in collaboration with Punchdrunk Enrichment programme

  • Produced and project managed an experience from a museum object

  • Led cross-functional creative, technical and V&A teams

  • Defined timeline, schedule and budget

Mockups of the new National Theatre website and how the screens appear on desktop and mobile

Delivered January 2023

National Theatre – leading on the big website re-think, towards ‘theatre for everyone’

  • Led by and delivered for product agency Substrakt

  • Developed and delivered the new website, led a cross-functional team

  • Led on and oversaw user research, usability and accessibility testing

  • Change management consultancy

An online seating plan and basket page of Bridge Theatre displayed on a mobile phone

Delivered February – May 2022

Substrakt – building Viadukt, the quick, easy and accessible online booking experience

  • Created in partnership with Malmö Opera, Malmö Live and Bridge Theatre

  • Defined, developed and delivered a white-label e-commerce product

  • Led on and oversaw user research, usability and accessibility testing

  • Translated insights into product scope

Premiered May 2021 at Royal Opera House

Royal Opera House – producing world’s first hyper-reality opera Current, Rising

  • Produced and project managed an original opera created in virtual reality

  • Led cross-functional artistic, production and VR studio teams

  • Developed new, remote creative development workflows

  • Defined timeline, schedule and budget

Digital map of Victoria and Albert museum displayed on a mobile phone while being held up in the galleries in the museum

Delivered December 2018

V&A – leading on a large-scale digital transformation project as part of the website re-think

  • Managed website re-think, museum welcome experience and many others

  • Developed, managed and delivered 20+ digital products and services

  • Led an agile team across design, development, content and V&A teams

  • Managed multiple product agencies

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News, stories and insights from my work

Services

Find out what I can do for you based on the challenge that feels most current to you

 

Define

“What is the new digital project, why are we doing it and who is it for?

  • Lead on user research and behaviour analysis to define needs of your users

  • Understand and map out your organisational needs and technical infrastructure constraints

  • Articulate goals, what success looks like and translate insights into a defined project scope

Develop

“How can we set the project up for success at our organisation?”

  • Audit workflows, team structure and internal processes to ensure new project thrives

  • Define responsibilities and change management needed to meet project goals

  • Lead procurement process to find a suitable technical partner (if relevant)

 
 

Deliver

“How do we ensure the project meets the goals and launches on time and budget?”

  • Oversee delivery with a product team, or technical partner, through to product launch

  • Lead on critical usability testing and accessibility auditing to move towards goals

  • Define and prioritise future releases and produce relevant product documentation

Drive value

“How do we continue improving the digital services we have in place – and what’s next?”

  • Audit current digital services and how they are managed, and assess value it brings to users

  • Translate insights into a future roadmap and define an actionable digital strategy

  • Build a business case for proposed digital transformation to help secure funding

 
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Clients

From museums, theatres and operas, through to agencies and large brands, I have worked with a range of complex organisations