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Hello!
Take a peek
at a selection
of my UX Design
& Strategy work.



Hello!
Take a peek at a selection
of my UX Design
& Strategy work.

Gap Inc. / Old Navy
Principal Designer | Sr Design UX Manager, Innovation Strategy
2019-2023

I was the inaugural member of the Innovation Strategy team at Gap Inc., supporting the Old Navy brand. She championed design strategy as the Strategy team’s resident design expert, leading creative direction for various Old Navy’s new ventures and strategic priorities. She executed and managed high-visibility product-focused long-range plans, led and mentored cross-functional teams through a 0-1 design strategy, and drove the in-house UX omnichannel prototyping for new ventures from seed to scale.
This is a selection of the strategic and creative work that I orchestrated and managed that influenced Old Navy’s North America retail, marketing and product strategies.

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Revolutionizing Old Navy's Fit Initiative


2021-2023

Launched and directed the early design sprint that became the cornerstone of Old Navy’s transformative Fit Initiative, targeting enhanced in-store and digital customer fit experiences.

Role:
  • Commanded a rigorous design sprint, leading a robust team of 15 cross-functional experts.
  • Personally orchestrated omni prototypes’ design and creative direction, forefronting digital solutions across the customer’s shopping journey.

Opportunity:  Customer returns and negative reviews of sizing was affecting ON’s reputation and market position. How might we design an omni experience that provides customers with the most innovative fit tools and services that could support the customer in finding the right fit of ON’s award-winning clothing (denim to start)?

Process: Combined research and real-time omni prototyping, initiating a design sprint in California and expanding to full fleet and digital channels in North America.

Impact:
  • Strategically overhauled fit information dissemination across marketing platforms.
  • Introduced avant-garde digital solutions in-store and online, setting Old Navy apart in retail.
  • Old Navy forecasts a savings of $120M+ owing to increased customer retention and a decrease in returns.



Figma Prototypes
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Championing Old Navy's 'Active for The Family' Initiative

2020-2021

Launched Old Navy's differentiated strategy in the active category, crafting a unique vision that emphasized family wellness the "Old Navy way."

Role: Guided the long-range plan from inception to pilot, created all prototypes, and coordinated with 35+ cross-functional teams during store tests.

Opportunity: Old Navy aimed to differentiate its activewear category. We adopted a user-centered approach to develop a 3–5 year plan, incorporating early customer research to understand the mindset and needs of Old Navy shoppers. The result was a long-range omni-channel strategy aligned with the mission of democratizing wellness for families, in true Old Navy style.

Process: Combined research and real-time prototyping, initiating a design sprint and in-store UX prototyping in California, and expanding to 30 stores across North America.

Focus: Product strategy, UX, visual merchandising, marketing, and both digital and in-store UX.



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Introducing Old Navy's O.N.L.Y. Initiative


2022-2023


Explored of a fresh new sub-brand for Old Navy targeting the intimates and self-care niche.  We focused on an instore showroom experience with innovative digital and service touchpoints to the support customer’s various shopping modes.

Role: Led a dynamic team of 20, from VPs to strategists, in shaping the vision and prototypes for "O.N.L.Y. (Old Navy Loves You)".

Opportunity:  Knowing that the majority of customers prefer to try on intimates in a store setting and gain confidence in it’s quality, how might we leverage the Old Navy store experience as a showroom model to direct customers online? How might we go after Aerie to be the customer’s go-to for everyday self-care items?

Process: Combined research and real-time prototyping, initiating a design sprint, led California live store testing.

Focus: Emphasized user research, product design, trained the trainer, in-store design, visual merchandising, marketing, service UX, and omni-channel experience.


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Leading Old Navy's Bodequality Revolution 

2019-2020


Old Navy emerged as a pioneer, offering every size and style at a uniform price (all co-located). A year post-launch, Bodequality propelled Old Navy to be the fastest-expanding North American brand in the plus-size sector. 

Role: Directed exhaustive design research, prototype creation, and UX development for the size-inclusive "Bodequality" omni experience.

Opportunity:  Over 65% of the customer who shop women’s is the average size of 16 in North America and was not being served. How might we design an inclusive collection for women that would establish Old Navy as the leader in the plus market and capture a new segment of customer?

Process: Hybrid research and live prototyping progressed from deep user research, design sprints to HQ prototyping, expanded to California, then scaled to 60 US stores, culminating in a full North America fleet and digital launch.

Focus: Concentrated on user research, in-store design, Trained the trainer, visual merchandising, marketing, both digital and physical store UX, and service design.




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Pioneering Old Navy's Imagine Lab


2022-2023

Established Old Navy’s premier testing lab store, "The Imagine Lab." Designed for rapid prototyping and testing with the goal to of saving millions by derisking change. It remains a prominent marketing touchpoint for the brand.

Role: Led a diverse team of 25—spanning VPs to strategists—in crafting and executing the strategic vision for this groundbreaking venture. Introduced the first fully modular, high-touch store in Gap Inc.'s portfolio.

Opportunity: Old Navy was spending heavily on omni-channel testing. The HQ store provided a unique space to prototype and test quickly, saving millions by de-risking change. Its location at HQ also offered visibility and direct influence with senior leadership at Old Navy and Gap Inc.

Process: From concept to launch—research, rapid prototyping, a design sprint, and digital prototypes, all the way to a lab store rollout.

Focus: Design strategy, store design, fixture design, visual merchandising, training, marketing, and holistic service UX.