We unlocked momentum for customers with improvements in interface consistency and site performance. This project defined the foundational design system and introduced faster develop velocity.
+ 2% avg lift in conversion and RPV
+ 30% increase in speed to market
+ 35% Improved site performance
Case
Problem
User expectations broke down at conversion critical moments. Relearning different design patterns across sites created confusion and frustration, leading to abandonment.
Design Iteration and Research
We validated iterations through a mix of A/B testing, user feedback, & behavioral analytics. Research guided us through incremental improvements.
Foundational Product Detail Page
The PDP system became the foundational UI for adjacent products including product listing pages, account management & cart/checkout for a cohesive shopping experience. Over 300+ shared components were defined for usability improvements
Gap
Redesigned the image gallery with functionality standards to support easier product analysis and engagement. Product recommendations were built to provide more relevant items for discovery and customization for brands to show marketing and product informaiton.
Banana Republic
A resource for the modern explorer that seeks style inspiration & craftsmanship. We created an elevated experience for customers to discover products through outfitting & recommendations. Our information architecture was improved to simplify the navigation & footer layouts.
Old Navy
Customer reviews and interactions were redesigned to build trust & directly influence buying decisions. Old Navy customers seek valuable product feedback.
Athleta
Focus on personalization and fit for the athletic competitor. We refined product details and sizing information to ensure they are more accessible and easier to understand.
Navigation
Learnings
This work shifted my focus from designing individual screens to building decision systems that scale across teams, products, and outcomes far beyond a single category.
I evolved my process to support four distinct brand ecosystems in parallel, which pushed my design strategy and efficiency at scale and ultimately made me a stronger, faster operator in complex environments.
