PROJECT:

Ecommerce Replatform & Experience Redesign

Launching November 2026

Partnered directly with the CEO to understand business objectives, product offerings, and customer needs while leading the redesign and replatforming of the ecommerce experience.

The project involved migrating the existing website from WordPress to Shopify Plus, selecting the appropriate theme and supporting applications, and creating a custom-designed experience focused on delivering a more elevated, intuitive, and conversion-driven shopping journey.

PROCESS:

Partnered directly with the CEO and business leadership to understand business objectives, product strategy, brand direction, and customer needs.

Conducted usability research to better understand consumer expectations, shopping behaviors, pain points, and opportunities to improve the existing experience.

Evaluated the existing WordPress experience to identify opportunities for improvement and establish requirements for the new Shopify Plus platform.

Selected a Shopify Plus theme and supporting applications based on the functional, technical, and customer experience requirements of the business.

Designed a custom ecommerce experience that elevated the brand while creating a clear, intuitive path from product discovery through purchase.

Customized the Shopify Plus theme and experience to support the brand’s visual direction, content needs, and conversion goals.

Collaborated with development and business stakeholders throughout implementation to ensure the experience remained aligned with both customer needs and business objectives.

Iterated on the experience through design reviews, usability considerations, and implementation feedback in preparation for launch.

OUTCOME:

Launching November 2026.

The new Shopify Plus experience is currently in development and will launch in November 2026. Success metrics will be reported following launch, including key measures of engagement, conversion, revenue, and customer behavior.

PROJECT:

Cowboy eBikes Ecommerce Launch on Shopify Plus

Launched Cowboy eBikes’ ecommerce experience on Shopify Plus, creating a premium, conversion-focused digital experience designed to communicate the value of the product and guide customers confidently through the purchase journey.

The project included selecting and customizing the Shopify Plus theme, evaluating and implementing third-party applications, and designing the experience to balance Cowboy’s brand, customer expectations, and ecommerce best practices.

PROCESS:

Evaluated Shopify Plus themes and selected a flexible foundation that could support Cowboy’s premium brand and unique product experience.

Customized the Shopify Plus theme to create a cohesive, highly branded ecommerce experience while maintaining scalability and performance.

Mapped the customer journey to identify opportunities to build product understanding, communicate value, and reduce friction throughout the shopping experience.

Designed and refined key ecommerce experiences, including navigation, product discovery, product detail, product configuration, cart, and checkout.

Evaluated and implemented third-party Shopify applications to support the broader shopping and customer experience.

Collaborated with product, marketing, development, and business stakeholders to translate brand and business requirements into a cohesive digital experience.

Iterated on the experience through stakeholder feedback, design refinement, and technical validation to ensure the final product was both intuitive for customers and viable for development.

Supported implementation and launch, ensuring the final experience maintained the intended design, brand expression, and customer journey.

OUTCOME:

Successfully launched Cowboy eBikes’ Shopify Plus ecommerce experience, delivering a premium digital storefront that brought the brand and product experience to life online.

The new experience provided customers with a clearer, more engaging path from product discovery through purchase, while establishing a scalable ecommerce foundation for future growth, merchandising, and optimization.

PROJECT:

Bruvi Ecommerce Launch on Shopify Plus

Launched Bruvi’s ecommerce experience on Shopify Plus, creating a branded, conversion-focused shopping experience from platform configuration through launch.

The project included selecting and customizing the Shopify Plus theme, evaluating and implementing third-party apps, and designing the overall experience to balance brand requirements, customer expectations, and ecommerce best practices.

PROCESS:

Evaluated available Shopify Plus templates and selected a foundation that could support Bruvi’s brand, content, and ecommerce requirements.

Customized the selected template to create a distinctive branded experience while maintaining the flexibility and scalability of the Shopify platform.

Evaluated and selected third-party Shopify apps to support key shopping, merchandising, marketing, and customer experience requirements.

Designed and refined core ecommerce experiences, including navigation, product discovery, product detail, cart, and checkout flows.

Collaborated with business, marketing, development, and other stakeholders to translate brand requirements into a cohesive digital experience.

Iterated on designs and implementations based on feedback, usability considerations, and technical constraints.

Supported the team through implementation and launch to ensure the final experience was brand-aligned, intuitive, and ready for customers.

OUTCOME:

Successfully launched Bruvi’s ecommerce experience on Shopify Plus, delivering a modern, branded shopping experience built on a scalable ecommerce platform.

The launch established a strong digital foundation for Bruvi to sell directly to consumers, support ongoing merchandising and marketing initiatives, and evolve the shopping experience over time.

PROJECT:

Algolia Search Integration & Product Discovery

Designed and implemented a new onsite search experience using Algolia Search on Shopify Plus, improving how consumers find, explore, and discover products.

The project focused on translating Algolia’s powerful search capabilities into an intuitive customer experience while working within the platform’s technical and functional guardrails.

PROCESS:

Evaluated the existing onsite search experience to identify usability issues, gaps in product discovery, and opportunities to improve search effectiveness.

Defined key user needs and search behaviors to establish requirements for the new experience.

Designed the search interaction and supporting UI patterns within the capabilities and constraints of the Algolia platform.

Developed concepts and prototypes to explore search behaviors, results presentation, filtering, sorting, autocomplete, and product discovery.

Collaborated with product, engineering, ecommerce, and business stakeholders to balance customer needs with technical requirements and platform capabilities.

Iterated on the experience based on stakeholder feedback, usability considerations, and implementation constraints.

Partnered with development through implementation to ensure the final experience maintained the intended UX while taking full advantage of Algolia’s search capabilities.

OUTCOME:

Delivered a modern, scalable onsite search experience integrated with Shopify Plus and powered by Algolia.

The new experience improved product discoverability by helping customers find relevant products faster, navigate search results more efficiently, and explore the catalog with greater confidence.

The implementation also established a stronger foundation for future search optimization, personalization, and ecommerce growth.

PROJECT:

Native App Fitment & Parts Shopping Experience

Advance Auto Parts needed a better way to help customers find parts that were compatible with their specific vehicle. I redesigned the native app shopping experience around vehicle-based fitment, allowing customers to select their vehicle and quickly identify parts that were an exact fit.

In addition to redesigning the experience, I developed the fitment strategies and business rules in Monetate to deliver a more personalized and accurate parts-shopping journey.

The project required close collaboration with the BI team to organize, map, and connect complex datasets spanning thousands of vehicles and tens of thousands of parts.

PROCESS:

Conducted user research and usability analysis to understand the challenges customers faced when searching for vehicle-specific parts.

Identified vehicle fitment as a critical opportunity to reduce uncertainty and help customers confidently select the right product.

Redesigned the native app shopping experience around a vehicle-first shopping model, making vehicle selection and fitment information more visible and actionable.

Developed the fitment strategy, logic, and business rules within Monetate to dynamically deliver relevant product experiences based on a customer’s vehicle.

Partnered with the Business Intelligence team to map and structure complex relationships between vehicle data and product data across thousands of vehicles and tens of thousands of parts.

Iterated on the experience and fitment logic to ensure customers received accurate, relevant product recommendations throughout the shopping journey.

OUTCOME:

Delivered a personalized, vehicle-specific shopping experience that made it easier for customers to find parts that fit their vehicle with confidence.

The redesigned experience generated a 20% increase in revenue through the native app, demonstrating the impact of combining user-centered design, personalization, and complex data-driven product logic.

PROJECT:

Subaru customers need a frictionless browse experience to browse and discover auto’s, features, information, etc., while being accessible (WCAG).

PROCESS:

Reviewed session recording information, analytics data, and customer reviews.

Usability tested existing site gain additional feedback on experience and to discover any unknown pain points that were not obvious through other forms of data.

Worked with business stakeholders and Subaru Car Dealerships to understand their needs, requirements, etc.

Held a working session to map out the experience with stakeholders.

Created wireframes for review and approval.

Based on approved wireframes, created clickable prototypes for usability testing (completed 2 rounds of usability testing and iterations).

Worked with developers to implement CMS components capable of delivering the new experience.

Partnered with QA to test and validate the new experience prior to launch.

Manually tested the new experience for accessibility using JAWS, NVDA, Keyboard Navigation, Dragon, and Magnification.

Post launch, continued to analyze data for continuous improvements and AB tested alternative approaches.

OUTCOME:

Improved user experience by removing friction points identified through research.  Increased dealership sales leads by more than 60% (goal was to improve leads by 30%)

PROJECT:

Ecommerce Replatform & Website Redesign

Redesigned and replatformed Bassett Furniture’s ecommerce experience to create a more intuitive, engaging, and effective digital shopping journey.

PROCESS:

Conducted user research and usability testing to identify pain points, understand user behaviors, and evaluate the effectiveness of the existing experience.

Conducted competitive research and usability testing across the furniture and ecommerce space to identify industry patterns, opportunities, and areas for differentiation.

Created wireframes and interactive prototypes to explore solutions and gather feedback from users and stakeholders.

Iterated on the experience based on research findings and testing insights, ultimately delivering a validated MVP ready for development.

Conducted a final round of usability testing to validate the redesigned experience and ensure key user and business needs were addressed.

OUTCOME:

Successfully launched a new ecommerce experience designed to improve engagement, conversion, revenue, customer satisfaction, and overall brand perception.

PROJECT:

Ecommerce Replatform & Website Redesign

Redesigned and replatformed Bassett Furniture’s ecommerce experience to create a more intuitive, engaging, and effective digital shopping journey.

PROCESS:

Conducted user research and usability testing to identify pain points, understand user behaviors, and evaluate the effectiveness of the existing experience.

Conducted competitive research and usability testing across the furniture and ecommerce space to identify industry patterns, opportunities, and areas for differentiation.

Created wireframes and interactive prototypes to explore solutions and gather feedback from users and stakeholders.

Iterated on the experience based on research findings and testing insights, ultimately delivering a validated MVP ready for development.

Conducted a final round of usability testing to validate the redesigned experience and ensure key user and business needs were addressed.

OUTCOME:

Successfully launched a new ecommerce experience designed to improve engagement, conversion, revenue, customer satisfaction, and overall brand perception.

PROJECT:

Native Ecommerce App & Augmented Reality

Designed Ashley Furniture’s first native ecommerce app for iOS and Android, introducing an augmented reality experience that allowed customers to visualize furniture in their own spaces before making a purchase.

PROCESS:

Conducted user research and usability testing to determine customer needs and validate the opportunity for a native mobile shopping experience.

Conducted competitive research and testing across the furniture and retail landscape to understand emerging patterns, customer expectations, usability strengths, and opportunities for differentiation.

Explored the potential of augmented reality (AR) as a way to address a key furniture-shopping challenge: helping customers understand how products would look and fit within their own spaces.

Created wireframes and interactive prototypes to test concepts, validate the experience, and gather consumer feedback.

Iterated on the designs based on research and testing insights, culminating in a validated MVP ready for development.

Conducted a final round of usability testing to validate the experience and ensure the product was ready for launch.

OUTCOME:

Successfully launched Ashley Furniture’s first native ecommerce app on iOS and Android, introducing an AR-powered shopping experience that enabled customers to visualize furniture in their own spaces before purchasing.

The AR experience helped bridge the gap between online browsing and the in-store experience, giving customers greater confidence in their purchase decisions. The feature contributed to meaningful improvements in conversion and customer satisfaction, while establishing a new digital capability for the brand.

PROJECT:

Native App Redesign

Redesigned REI’s native mobile app to create a more modern, intuitive, and engaging experience for members and customers.

PROCESS:

Conducted user research and usability testing to evaluate the existing experience, identify pain points, and understand opportunities for improvement.

Conducted competitive research and testing across the retail and ecommerce landscape to identify industry patterns, customer expectations, and opportunities to differentiate the experience.

Created wireframes and interactive prototypes to explore concepts, validate design decisions, and gather consumer feedback.

Worked through multiple rounds of iteration and testing, balancing user needs with business objectives to develop an experience that was both intuitive for customers and aligned with the organization’s goals.

Refined the final experience based on research, testing, and stakeholder feedback to deliver a cohesive and modern mobile product.

OUTCOME:

Delivered a modernized native app experience that exceeded consumer expectations and created a more engaging mobile journey.

The redesigned experience generated strong enthusiasm from the business, with stakeholders recognizing the significant improvement in the app’s visual design, usability, and overall engagement. The project successfully aligned customer needs with business objectives while establishing a stronger foundation for the future of REI’s mobile experience.

PROJECT:

Native App Marketing & Launch Materials

Created marketing materials to support the launch and adoption of Ashley Furniture’s native mobile app across key customer touchpoints.

PROCESS:

Collaborated with marketing, product, and business leaders to define messaging and visual direction for the app launch.

Translated the app’s key features and customer benefits into clear, engaging marketing materials designed to drive awareness and adoption.

Iterated on concepts based on stakeholder feedback to ensure the final materials aligned with the brand and business objectives.

OUTCOME:

Delivered a business-approved suite of marketing materials that effectively communicated the value and capabilities of the Ashley native app and supported its launch and customer adoption.l.

PROJECT:

Product Detail Page Redesign

Redesigned AutoZone’s product detail page (PDP) to make it easier for customers to identify the right part for their vehicle and improve engagement and conversion.

PROCESS:

Conducted user research and usability testing to evaluate the existing experience and identify key customer pain points.

Identified a critical usability issue: customers struggled to determine which parts were compatible with their specific vehicle, creating friction and uncertainty during the purchase journey.

Designed wireframes and interactive prototypes to explore solutions and validate concepts through usability testing and consumer feedback.

Iterated on the experience based on research findings and testing insights.

Conducted a live A/B test in production to measure the redesigned experience against the existing experience and validate its impact on customer behavior and business performance.

OUTCOME:

The redesigned experience made it significantly easier for customers to add and confirm their vehicle details, giving them greater confidence that they were selecting the correct part.

The new experience resulted in increased conversion, sales, and revenue, while also reducing returns associated with customers purchasing incompatible parts.

PROJECT:

Brief Analyzer Redesign & Cloud Transformation

Redesigned and modernized the LexisNexis Brief Analyzer while transitioning the product from an on-premises solution to a scalable cloud-based SaaS platform.

PROCESS:

Conducted user research and usability testing to understand the strengths and pain points of the existing experience and identify opportunities for modernization.

Worked with users across multiple personas and workflows to understand differing needs, behaviors, and expectations.

Created wireframes and interactive prototypes to explore solutions, validate concepts, and gather user feedback throughout the design process.

Iterated through multiple rounds of design and testing, balancing diverse user needs with technical and business requirements.

Refined the experience into a cohesive product that could support a broader range of users while taking advantage of the capabilities of a modern cloud-based platform.

OUTCOME:

Delivered a modern, cloud-based SaaS experience that successfully transitioned Brief Analyzer from its legacy on-premises environment while meeting the needs of multiple user personas.

The redesigned product exceeded user and business expectations, providing a more modern, scalable, and intuitive foundation for the future of the Brief Analyzer experience.

PROJECT:

Client Relationship Management SaaS

Designed a SaaS solution to help PwC client managers more effectively view, manage, and strengthen client relationships while streamlining day-to-day workflows.

PROCESS:

Conducted contextual interviews with client managers to understand their workflows, challenges, and the information they needed to be successful.

Identified opportunities to streamline time-consuming tasks and designed a solution around the real-world needs of client managers.

Created wireframes and interactive prototypes to explore workflows and validate the overall experience.

Conducted usability testing with PwC client managers to gather feedback and identify opportunities for refinement.

Iterated on the experience based on user feedback while ensuring the design adhered to established brand guidelines and executive requirements, including the use of approved colors and visual standards.

OUTCOME:

Delivered a SaaS application that improved the way client managers manage client relationships, streamlined key workflows, and reduced the time required to complete tasks.

The solution exceeded the expectations of client managers and provided a more efficient, centralized experience for managing critical client information and relationships.

PROJECT:

Timeshare Experience Redesign

Redesigned the Club Wyndham digital experience to make timeshare ownership easier to understand and manage while introducing new ways for owners to get more value from their membership.

The redesigned experience introduced new functionality that allowed owners to:

• Rent their timeshare units to other travelers.

• Exchange points for additional travel and leisure experiences.

• Trade up to higher-end properties for an additional fee.

PROCESS:

Conducted user research and usability testing to understand how owners interacted with the existing experience and identify key pain points and opportunities.

Mapped complex ownership workflows to better understand how owners manage properties, points, travel, and available benefits.

Created wireframes and interactive prototypes to explore new functionality and validate the experience with users.

Conducted multiple rounds of usability testing and iterated on the experience four times, incorporating feedback at each stage to address known user needs and simplify complex workflows.

Balanced user needs with business objectives to create an experience that made ownership more intuitive while expanding opportunities for engagement.

OUTCOME:

Delivered a significantly improved timeshare management experience that made it easier for owners to understand, manage, and maximize the value of their membership.

The redesigned experience contributed to increased owner satisfaction and retention, while the introduction of new functionality helped drive conversion, sales, and revenue from new timeshare opportunities.

PROJECT:

This project was from 2011 and was one of the first “concierge” assisted selling apps launched on iOS for iPad.  At the time it was a ground breaking experience for both sales associates and buyers.

Sales staff is having low conversion & sales due to outdated sales process.

Produce a technology based solution to improve client experience, thus improving sales, revenue.

PROCESS:

Conducted live, contextual user research by shadowing sales associates throughout the entire customer journey.

Observed the complete sales cycle and identified a critical point of friction:

• • Sales associate shows the vacation unit.

  • Customer becomes excited and expresses interest in purchasing.

  • Sales associate must walk the customer back to an office to complete the transaction.

  • The transition creates a “cooling off” period, giving customers time to reconsider or abandon the purchase.

  • The existing office-based process was cumbersome and felt more like purchasing a car than a seamless hospitality experience.

Identified an opportunity to bring the sales process directly into the vacation unit, allowing associates to capitalize on the customer’s peak moment of excitement.

Created wireframes and interactive prototypes to explore and validate the new experience.

Partnered closely with development to translate the concept into a working MVP for iPad.

OUTCOME:

The resulting iPad experience fundamentally changed how sales associates closed deals.

Instead of asking an excited customer to leave the property and return to an office, associates could now complete the entire sales process directly within the vacation unit using the iPad.

This removed a major source of friction, eliminated the unnecessary transition to an office, and allowed sales associates to close the transaction in the moment—when customer interest and excitement were at their peak.

The new experience delivered a 30% increase in sales, demonstrating the measurable business impact of combining contextual research with a technology-enabled sales experience.