Identified a UX Strategy to improve brand recognition and acquisition throughout the Amazon retail stores CX, presented to Amazon senior leadership, gained buy-in and prioritization.
Directed the Amazon Prime member transactional email redesign. Worked with another designer to update and apply a new design system for Amazon communications to the transactional emails sent to Prime members.
Prime Design System: Defined and measured alignment with other design systems, connecting design with machine learning initiatives and accessibility standards.
2022
WW Prime CX Redesign (Project Fraggle Rock).
Developed a CX for Prime member discounts at gas stations.Launched in 2024.
Integrated a 'Buy with Prime' functionality across vendors on and off Amazon.
2021
Redesigned member acquisition in Amazon checkout due to technology upgrades. Created new acquisition templates for net new placements within the Amazon checkout.
Integrated a new panel with the checkout CX to show offers within the tabbed CX like Amazon Prime.
WW Prime membership Cancellation Redesign, reducing flow and simplifying options to bring clarity, speed, and legal compliance.
Mentored an intern and converted to employee.
2020
Integrated new third-party benefits for Calm, Grubhub for Prime members.
Internationalization of the UX practice.
Prime member acquisition clarity in checkout CX.
2019
EU-MFA Compliance with EU Payment Services Directive (PSD2); core compliance increased acquisition numbers.
Integrated Prime Pricing for Sellers, generating billion+ in sales.
Integrated new membership payments initiatives (Pay with Gift Card WW, Pay by Invoice, cash, Points, IDEAL, BLIK).
2018
Led the redesign of the Prime acquisition landing pages, membership engagement locations, and retention & communication journeys.
International expansion of Prime to Australia, the Middle East (Sooq.com), and the Netherlands.
Developed the Customer Experience Outcome User Research Program and dashboard to measure the health across identified journeys.
Redesigned transactional emails for members.
Redesigned Prime publishing interface (Prime Insider) for delivering member benefit information.
Led the BI Safari workshop to improve the BI process and tools, gained consensus and prioritized solutions.
Prime Day 2018: I worked on a strategy for Prime Day involving augmented reality experiences.
2017
Research: Identified a UX messaging strategy and benefit assortment for the "Best of Shopping and Entertainment" marketing campaign.
Led the design of "Amazon Prime Upgrades Go Big" campaign to cross-sell services and subscriptions.
Acquisition Upsell Tenets Steering Committee: Defined best practices, guidance, and guardrails for Prime CTAs.
2016
Instant Pickup: Researched, created, and prototyped a campus in-store CX with geofencing (mShop Store Mode). Integrated a campus location picker into the Amazon global navigation.
Physical Retail & Geobased Mobile UX: Provided interconnected retail expertise within a working group focused on defining the future of Amazons retail and delivery experience. Played a key role in exploring and integrating emerging technologies.
Amazon Prime 2020 Strategic Visioning: I contributed expertise in user experience and mobile design, helping shape the roadmap for Prime’s member experience.
2015
Pickup Exclusives: Integrated products only available for pickup at a campus location into the Amazon delivery CX. Integrated Amazon Campus acquisition and status messaging into Amazon checkout CX.
2015
Led a team of 5 for a global Home Depot online header and footer redesign.
Certification: Agile Scrum Methodology
Speaker: Presented at SCAD on UI and UX design
UX Design Lead:
Directed cross-team activities to create the Orange Library (in-house design system)
Global header and footer redesign initiatives
All Test & Targeting (A/B testing and targeting initiatives)
Search results & product landing pages
Guided strategic research
Team recruiting and hiring
Consulted on THD Paint App
Created in-store app flyers and sidecap app marketing
Created THD Core Apps BAU Guidelines
Mobile features launched: Shopping lists, Message center, Slyce photo search proof of concept, Product barcode scanner, Apple Watch directions
2014
UX Design Lead:
IAX In-aisle experience for Power Tools
Consumer apps in-store CX location aware
Pudding: Global app redesign
THD.com Header exploration based on app UI
Scanner functionality
Tablet app competitor analysis
iBeacon in-store explorations
2013
App launches: Mobile apps v4 global redesign
Other: Signage for SSC entryway marketing, mobile UX guidance, and guardrails, THD Online Style Guide, Visual Design Specifications
2012
Winner: THD.com Innovation Summit for the mobile app project.
Certification: Nielsen Norman Group UX training.
App launches:
Mobile web 3.3
THD.com Tablet Web (Navigation, search, content grid, scrolling improvements)
Features launched:
Buy Online - Pickup In Store (BOPIS)
Ship to Store (BOSS)
Deliver from Store (BODFS)
THD.com My Account order details update
THD.com form and form element standards & VDS
THD.com Shopping cart & checkout updates
In-store appliance kiosk experience
Other: Consulted on HDC Home Decorators Collection integration with Usablenet
2011
App launches:
THD iPhone: 2.0, 2.1, 3.0, 3.1, 3.2 updates
Android 2.0: Redesign of the app home screens 2.1, 3.0, 3.1
