My Work
A small sample of projects I’ve led or contributed to.
Abercrombie & Fitch Digital Outfitting
Opportunity: Our research indicates that A&F customers need outfitting & styling guidance when shopping online for clothes, but our current product pages do not meet their needs or promote our fashion design strategies.
Activation: A feature development case study rooted in baseline evaluative research and iterative product design & user testing.
A&F & Hollister Denim Generative Research
Opportunity: Though much research has been done on the in-store denim shopper, we do not have a clear understanding of the user experience opportunities of the digital shopping experience for the denim category today.
Activation: A generative research study and comprehensive literary review triangulating new foundational user research findings with previous multi-method research datapoints to form galvanizing UX insights.
Product Variations Formative Research
Opportunity: Today, product variations are not displayed together in a clear and organized manner on the product page, making it difficult for customers to discover and shop product variations.
Activation: A product page development initiative driven by competitive patterning, concept testing, and iterative design & user testing.
Returns & Exchanges Flow Redesign
Opportunity: Today, the return & exchanges flow offers narrow exchange options for customers, limiting our ability to remediate the reason for return and save the sale.
Activation: A multi-phase research & design effort aimed at enhancing the return/exchange experience and ultimately reducing online returns for refund.
A&F Outerwear Feature Development
Opportunity: Customers who apply filters when shopping for outerwear ultimately spend more than those who don’t, and are more satisfied post-purchase, but only a small percent of traffic engages with filters on outerwear category pages today.
Activation: A seasonal feature development initiative led by formative and evaluative user research.
WM SaaS Analytics Experience
Opportunity: WM Technology clients lack satisfactory access to the performance data & analytics they need to run their business successfully, with feedback also pointing to the SaaS suite UX being unintuitive & disjointed.
Activation: A multi-phase research study generating formative & evaluative insights through qualitative in-depth interviews & iterative user testing.
Customer Survey & Archetypes
Opportunity: After years of developing the WM product with only one type of user in mind, the organization lacked understanding of who our customers actually are, how they shop, and what they need from a shopping experience.
Activation: A quantitative research initiative leveraging multivariate statistical analyses of large-scale survey data for the development of distinguished customer archetypes.
