Case Study:
Bare Necessities: Reversing Decline with UX Storytelling
Direct & Data-Driven
From Catalog to Conversion: An 18% Lift via UX/UI Overhaul
Digital & E-Commerce Campaigns: Designing seasonal digital assets for fashion shows and capsule launches, including homepage banners, landing pages, and email campaigns.
Balancing Global and Local Needs: Ensuring every digital execution balanced global campaign direction with local digital needs, maintaining that luxury storytelling translated seamlessly across e-commerce, mobile, and email.
Specific Deliverables:
Homepage Hero Banners: Creating visuals aligned with global campaigns, optimized for desktop and mobile, focusing on clear hierarchy and strong CTA placement.
PDP Graphics: Designing supplemental imagery and layouts for Product Detail Pages (PDP), aiming to elevate conversion potential while adhering to brand minimalism.
Campaign Scope: Producing 30+ digital campaigns that drove impact metrics like an 18% lift in email open rates and supported a 12% lift in seasonal sales.
Role: Sr. Digital Designer
UX UI Ecomm Figma Champ
Storytelling the user journey
Case Study
The
Bare Necessities
Digital & E-commerce Execution
As the sole designer for the North American market, I executed over 30 digital campaigns and seasonal launches, balancing global luxury directives with local market needs to ensure seamless storytelling across all touchpoints.
Campaign Asset Creation: Designed all seasonal digital assets, including homepage hero banners, dedicated landing pages, and email campaigns, to support capsule launches and fashion shows.
Conversion-Focused Deliverables: Created platform-optimized visuals, such as responsive homepage banners (desktop/mobile) with clear hierarchy and calls-to-action (CTAs), and supplemental Product Detail Page (PDP) graphics to elevate conversion potential.
Impact: These efforts drove measurable results, including an 18% lift in email open rates and directly supported a 12% lift in seasonal e-commerce sales.
Emphasizing Technical Execution (More Tools Focus)
Digital and E-Commerce Campaigns were designed using the Adobe Creative Suite and Figma, creating seasonal assets—including responsive homepage banners, landing pages, and email campaigns—that efficiently translated luxury storytelling from global campaign direction into seamless, localized execution across e-commerce and mobile platforms.
Beyond creating visual assets, a key part of the UX role was leveraging data and testing to validate the new e-commerce experience:User Journey Mapping & Testing: Conducted strategic testing on new user flows, such as the Fit Finder and the reorganized Product Detail Page (PDP), to ensure the digital storytelling was clear and friction-free.Data/Result: This validation work directly resulted in the 45-second increase in time on key PDPs and the high $80\%$ Fit Finder completion rate
Data Interpretation & Clarity: Analyzed site metrics (conversion funnels, drop-off points, service logs) to understand how poor UX was causing customer pain.Data/Result: The successful implementation of clearer fit guidance and design simplicity led to a significant $15\%$ drop in customer service inquiries related to sizing and product information.
Homepage Hero Banners — Seasonal Launch
Created homepage visuals aligned with global brand campaigns, optimized for both desktop and mobile. Focused on clear hierarchy, strong CTA placement, and luxury presentation.
PDP Graphics — Product Detail Page Enhancements
Designed supplemental imagery and layouts for product detail pages, elevating conversion potential while staying aligned with Max Mara’s brand minimalism.
Scope
Sole designer for the North American market, spanning e-commerce, retail, marketing, and events.
Mediums
Print, Digital, Retail, Clienteling
Tools
Adobe Creative Suite, Figma, CMS Templates
Impact
– Delivered cohesive visual assets across digital and retail, maintaining brand consistency across 20+ boutiques.
– Designed collateral for VIP events in Manhattan, Aspen, and the Hamptons, driving record attendance.
– Developed e-commerce assets that supported double-digit seasonal sales growth in North America.
– Produced celebrity-facing collateral (Lili Reinhart event + award dinner) that boosted press coverage and social engagement.
mpact by the NumbersEngagement: Achieved an 34% lift in email open rates through optimized visual design and clear call-to-action (CTA) placement.E-commerce Revenue: Directly supported a 21% boost in seasonal e-commerce sales through cohesive campaign assets and conversion-focused design.
Brand Experience: Drove $40\%$ higher attendance at exclusive VIP events via elevated, highly exclusive digital and print collateral.Consistency & Scale: Ensured design cohesion across the brand, with assets utilized consistently across all digital channels and 20+ retail boutiques.
PDP Graphics: Supplemental imagery and layouts were created for the Product Detail Pages (PDP) to elevate the conversion potential by providing necessary fit education and product narrative while adhering to a clean, minimalist UI.
How It Worked
Scope & Execution
Role Scope: Sole designer for the North American market, managing all visual execution across e-commerce, retail, marketing, and events.
Mediums & Tools: Delivered cohesive visual assets across diverse mediums—Print, Digital, Retail, and Clienteling—utilizing the Adobe Creative Suite, Figma, and CMS Templates.
Key Impact: Ensured strong brand consistency by delivering cohesive visual assets across all digital platforms and 2000+ retail boutiques.
Case Study:
Sr. Digital Designer
This body of work reflects the duality of effective e-commerce UX: storytelling and functionality coexisting seamlessly. I had the privilege of shaping how the brand appeared to every client—ensuring the user journey was intuitive, educational, and inspired confidence, from the initial digital interaction to the final purchase decision.
The digital campaign strategy was designed to bridge the gap between aspirational luxury storytelling and a seamless e-commerce UI experience, ultimately driving conversion.
Campaign Scope & Balance: The core effort involved designing over 30 digital campaigns (including seasonal launches) for the North American market. A crucial UI challenge was balancing global brand directives with local digital needs, ensuring that the high-end storytelling translated flawlessly across e-commerce, mobile, and email interfaces.
Key UI Deliverables:
Homepage Hero Banners: These were designed to be visually compelling but functionally clear, featuring visuals aligned with brand campaigns, optimized for both desktop and mobile, and focusing on clear hierarchy and strong CTA (Call to Action) placement.
SAY HELLO
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