eCommerce Redesign

The Free Association product design team for Tory Burch varied between 4 to 6 persons (project manager, product designers, and a creative technologist) and was embedded with the client's product team, working as an extension of the team. I joined as product design director to lead the team in the redesign efforts.

Design System

I partnered closely with the lead designer to revise the previously redesigned system, the core set of interactive guidelines for Tory Burch's e-commerce experience. The goal was to consolidate and/or streamline components which had evolved over time. Additional set of guidelines were also created to ensure all states were accounted for to support the build stage of each component. The design system at the time of hand-off was made up of 137 components and growing. 

“The design system … was made up of 137 components and growing.”

We focused on product iterations, specifically the product page, along with the redesign of existing pages such as account, checkout, store locator and customer care.

Outlined key performance indicators with each iteration test. One example, test results for a product page iteration included a 46.78% increase in alternate product views and an increase of cross-sell visibility.

Design Ops Enhancements

Transformed how the organization released product design initiatives by organizing productive work streams to maximize efficiency and drive speed.

• Integrated new processes, including a customized design planning framework which fueled the new project management setup of high-level initiatives and the management of daily sub-tasks.

• Improved communication between design and development by setting up weekly syncs.