User Experience
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Director of Product Management & User Experience, July 2021 - Present
Defines and executes the product roadmap for girlfriend.com. Responsible for understanding the customer and continuously optimizing the user experience.
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Sustainable, ethically made clothing from recycled water bottles in sizes XXS-6XL. Primarily sold online at girlfriend.com as well as a number of wholesale retailers.
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Launching the site as headless in October 2021 and continuously optimizing to improve site speed, conversion rate, AOV, along with other key metrics.
Competing in and making an impact in a saturated marketplace of athletic wear (or “athleisure”).
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Provide positive impact to consumers through ethically made clothing and size inclusivity. Optimize the online shopping experience to be as frictionless as possible and also cater to a wide range of age demographics.
WEBSITE REDESIGN & RE-ARCHITECTURE
Redesigned and re-architected website to a headless infrastructure with goals of:
improving site speed
increasing conversion rate
removing friction in shopping experience
Launched in October 2021
BUNDLES
Designed and defined technical requirements for bundling experience with goals of:
increasing average order value
offering customers ability to try a wider range of products
Launched in November 2021 for holiday season
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Head of UX, March - July 2021
UX Ecommerce Manager, November 2019 - March 2021
Enhanced the user experience across multiple platforms using best practices in UI/UX and ecommerce technologies. Owned the voice of the customer and ensured an exceptional end-to-end shopping experience. Designed wireframes and clickable prototypes and managed the development lifecycle.
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A fashion-forward, trend-driven, online-only retailer founded in in the Australia in 2010. Obsessed with creating the best possible customer experience and providing express international shipping so that customers can “wear it this weekend”.
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Managing two Shopify Plus stores (USA & Australia) as well as two mobile apps serving over 6 million monthly visitors worldwide.
Competing and standing out in a saturated marketplace of young women’s fashion.
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Drive the evolution of a strong and innovative ecommerce user experience, appropriately balancing quality, innovation, business impact, and customer experience.
Deliver significant impact to Gen Z/millennial customers and to the business, measured both quantitatively and qualitatively.
Expand internationally and become a household name in the United States after being founded in Australia.
HOMEPAGE
Redesigned homepages for both US and AU websites with goals of:
increasing conversion rate
user engagement
showcase products earlier in the customer journey
educate users on the brand and the key offerings (i.e. Rewards and sustainability)
Designed in April 2021 & launched in October 2021
SUSTAINABILITY
Collaborated with Graphic Designer on all 6 informational pages to educate customer on the company’s sustainability initiatives, Earth Club
Defined technical requirements for development and managed development process through QA to launch
Designed internal navigation for customer to easily browse between all pages
Designed and launched a donation app at cart and checkout to give back as well as increase AOV
NAVIGATION
Redesigned main navigation for both desktop and mobile
Tested a counter icon above new arrivals to indicate the number of new products over the past 7 days
Defined the information architecture
quick add & complete the set
Designed and launched quick add functionality on collection page to enable user to add to cart without having to navigate to product page and increase PLP conversion rate
Designed the complete the set functionality that appears in cart drawer when user adds a swim product to cart
WISHLIST
Designed and launched entire wishlist experience (powered by Wishlist Plus)
Migrated customer wishlists from previous app to Wishlist Plus
Enable customers to create multiple wishlists
Collaborated with Tapcart to integrate Wishlist Plus in mobile app and is now available as an app within Tapcart’s app library
Projects completed during my experience at DBurns Design
NIKKI SHARP
The challenge: Merging two existing websites (1. blog, 2. shop) and migrating both to Wordpress while designing for mobile first
The goal: Create a central destination for Nikki to showcase her diverse range of content, including her blog, book, mobile app, and meal plans
The outcome: A mobile-first website that represents Nikki's brand with record-breaking ebook downloads while helping her mobile app achieve the #1 spot in Food & Drink on the AppStore
My role: Conducted user research, defined the sitemap, and created wireframes for all pages
GREIF & CO
The challenge: Migrating static HTML website to Wordpress and developing new content to fill the space
The goal: Create an aesthetically pleasing website that appeals to the target market and help attract new customers
My role: Conducted user research, defined the sitemap, and created wireframes for all pages