My Role

I led end-to-end experience design across the purchase flow—from product discovery to checkout and into account management. My work spanned design strategy, prototyping, and user testing, with deep collaboration across PM, engineering, and brand teams. I also contributed to a centralized design system that balanced consistency with brand flexibility—reducing engineering debt and unifying the customer journey.

• • Product Page: Improved variant selection clarity, page structure, and trust signals through better visual hierarchy.
• • Cart: Standardized behaviors across brands, increased delivery transparency, and simplified action paths.
• • Checkout: Designed a modular, mobile-first flow using progressive disclosure for speed and ease of use.
• • Design Sprints & Testing: Facilitated ideation, prototyping, and iterative validation across cross-functional squads.
• • Design System: Contributed scalable components and interaction patterns supporting both consistency and brand distinction.
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The Solution

We reimagined the purchase experience as a modular, cross-brand system—balancing flexibility with consistency. By aligning teams around shared components, customer insights, and scalable patterns, we delivered a unified flow that worked seamlessly across devices, brands, and customer types.

• • Modular UX Framework: Defined a flexible architecture adaptable across five brands and varying product types
• • Reusable Components: Built a shared component library to reduce duplication and improve development speed
• • Mobile-First Patterns: Prioritized responsive, touch-friendly interactions to support high mobile usage
• • Progressive Disclosure: Simplified the experience by surfacing the right information at the right time
• • Personalization Support: Structured the system to allow brand-level nuance without fragmenting the experience
• • End-to-End Cohesion: Ensured the entire journey—from discovery through fulfillment—felt seamless and intuitive