Led the UX Shop Pod responsible for the end-to-end digital shopping experience across mobile web, desktop and app for Victoria’s Secret & PINK.
Managed a team of 9 designers and partnered with Product, Engineering, Merchandising, Analytics, Research, and Creative to evolve and define the future of digital commerce for millions of customers.
Overview
- Role: UX Design Lead & Manager
- Team: 9 UX Designers
- Platforms: Mobile Web, Desktop, App
- Scope: Discovery, Wayfinding (Navigation, PLP), PDP
- Focus: Commerce transformation and experience strategy
Two ways to explore this work:
continue below for a condensed overview of the challenge, approach, and impact,
or dive into the full case study presentation (send me a request).
Challenge
As Victoria’s Secret expanded its assortment, channels, and customer experiences the shopping journey became increasingly fragmented. Discovery, navigation, product evaluation, and purchase decision-making were being optimized independently, creating friction for customers and operational complexity for internal teams.
The business needed a unified strategy that could improve customer confidence while creating a scalable foundation for future commerce initiatives.
My Role
- Led and coached a team of 9 UX designers, driving cross-continental collaboration and establishing scalable design processes
- Defined experience strategy and priorities
- Facilitated alignment across executive stakeholders
- Directed and guided discovery, research initiatives and opportunity identification efforts
- Translated customer insights into strategic roadmap priorities
- Established scalable patterns and experience frameworks
Strategic Framework
Rather than optimizing individual features, we reframed the problem as a connected customer journey and organized opportunities around the core needs customers must satisfy before making a purchase decision.
We organized opportunities around four core customer needs:
- Wayfinding: improve discovery and navigation
- Understand: Provide clear education and guidance
- Compare: Reduce decision fatigue across large assortments
- Commit: Increase confidence before purchase
Impact
- Established a shared experience vision across multiple product teams
- Improved alignment between Product, Merchandising, Engineering, Creative, Marketing and UX
- Created scalable frameworks used to guide future commerce initiatives
- increased organizational clarity around customer needs and shopping behaviors
- Influenced roadmap prioritization across the broader commerce ecosystem
- Built a foundation for future discovery, education, comparison, and confidence-building experiences
