The Challenge
1. Non-Apparel Discoverability — The layout heavily favored Women's Apparel, limiting category reach. Redesigned the GNB and Mega Menu with Staple, Curated, and Personalized menu layers.
2. No Category Landing Pages — Buyers couldn't explore non-apparel categories without dedicated pages. Introduced a new template with curated showcases, personalized content, and visual merchandising support.
3. Low Conversion in Other Categories — Reorganized the Catalog Landing Page from vendor-based to product-based listings, tailored for both visitors and logged-in buyers.
My Role
As the Senior UI/UX Designer, I led the user experience strategy and interface design for this initiative. My responsibilities included: conducting stakeholder and user research, mapping out user journeys and behavior patterns, designing and prototyping new landing pages and navigation structures, collaborating closely with PMs, developers, and business stakeholders, and validating design decisions through feedback loops and data.
Component Library
Built 20+ reusable components covering all core UI patterns: tables, filters, forms, modals, navigation, and data display. Each component was designed with full variant coverage, accessibility annotations, and WCAG AA compliance baked in from the start — not retrofitted after.
Final Design
The redesign increased visibility and engagement in underrepresented categories, leading to a 19% boost in accessory and jewelry conversions. It also laid a scalable foundation to support FASHIONGO's 2025 category expansion goals.
Outcomes
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