My Role
I led the Browse PDP experience and architecture. I focused on defining the components & interaction logic that would be shared across the end-to-end shopping experience. I partnered with brands & cross-functional leadership to shape design strategy & align on progressive design solutions to accomplish business goals.
Problem
Data revealed that 24% of users shop across brands which drove 48% of total sales. User expectations broke down at conversion critical moments. Relearning different design patterns across sites created confusion and frustration, leading to abandonment.
Inconsistent legacy designs
Discovery
We conducted an in-depth audit of all components for accessibility and uncover opportunities to improve designs. Data and customer feedback provided key context on which areas to focus on.
Solution
The PDP defined the foundational UI for adjacent products including product listing pages, account management & cart/checkout for a cohesive shopping experience. Over 100+ shared components were built to provide consistency across all channels.
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.
