I started by performing initial analysis of the brand through a full site audit, analyzing site performance analytics, competitive analysis and patterning, leading customer interviews to identify pain points, running usability tests and visiting the storefront to observe in-store shopping behavior to help bridge the gap between the in-store and digital experience.

Next I guided meaningful conversations with the CEOs & key stakeholders to gather desired outcomes, values, assumptions, brand projection, non-negotiables & key metrics of success in order to establish a clear UX strategy & POV.

I then used key findings & opportunities from the initial research phase to start outlining an updated sitemap & user journey map and begin designing low-fidelity concepts of the experience.

Once initial concepts were reviewed and aligned on with stakeholders, I began wire-framing & prototyping high-fidelity designs. In collaboration with creative partners I designed out the end-to-end userflow and build a cohesive visual experience focussing on adding micro-interactions where relevant and including unique interaction models that would propel the brand into a more modern digital presence.