We challenged ourselves to delight and inspire our customers. We started by creating flows for a user persona, lovingly called Jess, and her returning experience. Based on analytics data and research we then worked through the entire customer journey, taking note of stops, restarts, opportunities and pain-points throughout. We also concluded that like Jess, many customers would return to either pick up where they left off, engage with the site as a hub for all of their designs and assets, or simply find where their ordered products were in the shipping process.

• Established the company's first design system - Promoted to co-lead and drive adoption, reducing engineering effort across the organization
• Led responsive and mobile design at scale - Directed mobile responsive design for the flagship Business Cards product, which became the template for all product pages
• Delivered critical product surfaces end to end - Individual contribution for Mobile, Search, Mega Navigation, Cart, Checkout, and multi-product upsell experiences aka "Complete your look."
• Contributed to the company rebrand - Drove foundational design work for the current rebrand, shaping typography, color, logo, and iconography systems with a mobile-first approach, and establishing scalable patterns for reusable imagery across the platform.