The shopping funnel was fragmented: Bag and Checkout workflows were overloaded with legacy UI, navigation didn’t reflect user behavior, and Account access was buried. Journey mapping revealed redundant entry paths, weak visibility for promotions, repetitive checkout steps, and inconsistent patterns across pods.

Users faced friction at every stage, and teams struggled with maintenance and alignment.

I started as the lead product designer for early flows and UX direction, then transitioned to managing design strategy, systems alignment, and cross-functional collaboration. My responsibilities included:

• Redesigning Account, Bag, Checkout, and navigation IA
• Aligning all work to Palette for consistency
• Partnering with engineering on feasibility and QA
• Supporting designers across pods and performing design QA

This required balancing leadership with hands-on UX craft.

Navigation was a major pain point. I led a full IA overhaul to improve clarity and consistency:

• Rebuilt hierarchy to match user mental models
• Improved visibility and placement of Bag and Account
• Standardized patterns with Palette and aligned app/web logic
• Established constraints to prevent future fragmentation

The new navigation created predictable pathways into the funnel.

To reduce fragmentation, I consolidated UI patterns through Palette and redesigned core flows:

• Unified inputs, error states, and cards for shipping/payment
• Simplified Bag with clearer item grouping and promo visibility
• Modernized Checkout with streamlined forms, progress indicators, and reusable patterns
• Improved Account flows for better integration with Checkout

This improved consistency and reduced overhead.

I worked closely with engineering to ensure feasibility and scalability:

• Feasibility mapping and edge-case identification
• Interaction prototypes and build-level QA
• Reducing technical debt for long-term maintainability

This ensured clean implementation and scalability.

The redesign delivered:

• Clearer navigation and frictionless Bag/Checkout experiences
• Strong alignment with Palette across pods
• Reduced fragmentation and a durable foundation for future features

This project strengthened core flows while creating alignment across the organization.