I’ve spent much of my career helping some of the most recognizable retail brands deliver better digital experiences. This case study focuses on Lane Bryant, where I led key aspects of UX strategy and design. I also provided UX leadership for other major portfolios, including Lands’ End and Orchard Brands.
For Lane Bryant, I worked on the redesign of their multi-brand e-commerce platform — a complex project focused on improving cross-brand shopping. Over four years, I partnered closely with their internal UX team to create a seamless, customer-friendly experience. The project showcased here highlights a portion of that work.
Project Goals
My Role
I led the development of the site’s information architecture and created interactive wireframes to guide design reviews and early user testing. Working closely with internal stakeholders, I translated user and technical requirements into a scalable site structure aligned with business goals.
I also designed and implemented reusable UX patterns, optimized apparel merchandising tools, and introduced cross-brand promotional strategies that improved the overall shopping experience.
Process
I used Axure RP to create interactive, clickable wireframe prototypes, enabling early design validation and stakeholder feedback before moving into visual design and development.
Axure’s flexibility and speed made it ideal for delivering responsive desktop and mobile prototypes under a tight 90-day timeline. Working closely with product managers and merchandising leads, we designed and iterated over 40 detailed user flows — aligning UX patterns across the brand’s multi-channel retail experience.
Flow diagramming
To address the complexity of multi-brand customer journeys, I deconstructed the flows into smaller, digestible segments. This approach made it easier for cross-functional teams to review and align on how the shared shopping cart would function across brands. It helped surface brand-specific requirements early while ensuring a smooth, consistent experience for the end user.
Wireframing & prototyping
Since I already had a solid Axure RP setup with linked flows and wireframes, getting the prototypes ready for team reviews and testing was pretty smooth. We took a two-step approach: first, some low-key one-on-one sessions to get quick feedback from customers, then a more structured round of testing in a lab setting with a facilitator. It gave us a solid mix of early input and deeper usability insights without slowing down momentum.
Early feedback on the wireframes helped us fine-tune the initial concepts and catch a few usability snags early on. Once those were ironed out, we moved on to testing more polished prototypes that felt much closer to a real shopping experience — which gave us even better insight into how users moved through the flow and where we could keep improving.
Results
This project delivered measurable improvements across key areas:
Unified Technology Platform
All brands were brought onto a single, modern platform, speeding up feature development and simplifying maintenance. This helped deliver a consistent, high-quality experience across the board.Enhanced Loyalty & Promotions
We rolled out a unified promotions system that gave loyalty members more flexibility and value. It also opened up new cross-brand revenue opportunities.Smarter Shopping Tools
Streamlined tools — including better sizing, filtering, and product comparisons — made the shopping experience easier and helped reduce returns.Apparel-Focused UX Enhancements
Features like color swatching and outfit views allowed customers to shop by ensemble or palette. These additions boosted engagement, supported upsells, and improved conversion through data-driven merchandising.
View more projects: View more e-commerce Work
