BLOOMINGDALE'S RESPONSIVE REDESIGN PROJECTS

Senior UX Designer, lead on Account and Product Selection domains, co-led UX on all Bloomingdale’s responsive projects under UX Manager, including consulting on design direction. Final UI Design credited to our marketing team.

Led UX direction on several iOS app-parity features post-responsive web release.

Before the responsive redesign, the site was hosting a separate desktop/tablet site and an M-DOT mobile website, which became cost-prohibitive.

Google’s algorithmic updates favored sending traffic to ecommerce sites with a Mobile-first experience. Our .COM experience needed to catch up with other ecommerce sites that migrated to responsive web.

The previous desktop-only and M-DOT experiences led to UX inconsistency due to suboptimal feature parity.

Reinvented the previous Wish List experience into a slick, playful, responsive design layout with improved features aimed at power and casual users.

Co-redesigned the UX for the Product Details Page in a responsive design layout with my UX Manager. Afterwards, I designed several additional features on the new responsive grid with the goal of increasing the rate of adding items to Bag, including but not limited to: Store Locator for pickup, inventory availability alerts, UPC enhancements, consolidation of product collections on a single page, and other UX enhancements.

Launched several new responsive Account pages, including My Profile, Login, and a Preferences center for Size, Designer favorites, and Communications.

I partnered with several business stakeholders on the Product and Analytics side to gather pre-responsive design metrics on click-thru rates across all breakpoints to determine which features to sunset and which to optimize the UX.

Utilized feedback gathered from real customer data via our daily site intercept surveys and from 3rd-party user-research vendors to improve and introduce new features.

Worked closely along our Site Merchandising teams, frontend and backend software developers, creative UI designers, and executive leadership to guide in the redesign efforts without compromising site performance.

Improved SEO optimization through mobile-first rankings, leading to increased conversion.

Improve page performance with a single responsive codebase.

Long-term YoY increase in revenue post-responsive launch.

The responsive Wish List, with the redesigned layout and easier-to-use functions saw a 0.3% traffic rise from the previous year once launched. Fewer people deleted their WL items from the previous year (2.4% drop) while there was a strong increase in adding items from WL to their Bag for Checkout (a 3.7% increase). This proved that more customers were engaging with the feature. The WL features later influenced the design of the iOS app experience.

The Product Details Page responsive redesigns were scaled, increasing sales on the Mobile Web experience by over 15% the following year. Since the launch, experiments are continually performed to further optimize the experience in the hopes of increasing purchasing rates.

After the new Account Profile pages were launched - several features were then designed to retrofit the iOS app. This led to my future collaboration in designing the .COM profile to become increasingly valuable, in which the customer’s online profile could be used to seamlessly identify them when visiting the store, thereby making them omni-channel customers. I worked with our Stores technology team on the POS-side and our Security team to design these updates.

Post-launch of the Preferences portal, I worked with our Product Management team to launch a My Sizes toggle to allow users to globally filter products grids based on their preferred size options. Next steps will be to use the Preferences center as a gateway to continue personalizing the customer’s omni-channel shopping experience.