Victoria’s Secret & Co
Role: Vice President, Digital Product Design and Research
Focus: Drove continuous improvements and new, innovative capabilities for the $8B global brand
Impact: UX improvements averaged an annual demand lift of $20M and operating income increase of $8M
Brand (and UI) Reinvention.
I was the sponsor of an initiative to update all of the user interface elements across our digital ecosystem, as part of the most significant brand repositioning of Victoria’s Secret in the history of the company. As part of the repositioning. The intent was to shift from the dark, high-contrast hues of the old brand vocabulary and institute a new design system that embraced a softer, more feminine, modern and inclusive look and feel.
Home Page
Product Listings Page
Product Details Page
Realizing personalization at scale.
One of my key achievements at VS&Co was my spearheading of a customer-first investigation of the opportunities related to personalization. Until that time, we delivered a mostly uniform customer experience in favor of business drivers (launches, offers, events) and based upon general segmentation. We did not fully take advantage of a comprehensive record of an individual’s online and in-store purchases, shopping patterns, or personal profile.
In order to understand the opportunity space (which was large and ambiguous), I directed my team to undertake a deep customer research initiative. The output was a set of journey maps that defined an inventory of possible touchpoints that could be personalized for an individual customer.
Based on the promise of our initial research, I co-led a year-long effort to create a Personalization North Star for the company.
The resulting personalization program generated $186M in incremental demand the first year of operation.
(In the background is one of many of the new personalized emails we now send to our customers.)
Additional examples of the many dozens of new UX features my team designed and released:
Implemented Buy Online, Pickup In Store throughout our shopping experience and across our entire fleet of 700+ stores.
Display a diverse representation of models at our product details page so that our customers can "see themselves", feel included and more confident in their purchase.
Made it easier for our merchandisers to create deal-priced bundles and for customers to shop and purchase them.
Implementation of new payment options including Klarna, Venmo and Apple Pay to provide customers greater flexibility and ease of use.
Improved customer reviews: Enhanced the data points we capture while making it easier for customers to share their feedback related to product fit and attributes.
Eliminated customer friction by delivering a reward digitally (rather than a physical card) and seamlessly integrated the reward into checkout
In addition to the core e-commerce UX team, I also lead the Special Projects UX team, which collaborating with the global marketing team on all digital activations, including all work in support of the iconic VS Fashion Show.
