I design complex digital products across enterprise and consumer platforms, using AI as a decision-support tool to improve clarity, scale, and user outcomes.
With 13 years of experience, I lead scalable digital product initiatives through UX research, design systems, and thoughtful decision-making.
How I think and work.
Skills
Explore the skills, tools, and methods I use to design thoughtful, scalable, and user-centered experiences.
MarTech Ecmmerce Case Studies (New York Philharmonic, Beauty Beats Cancer, IT Yug)
Ecommerce Martech UX Studies
New York Philharmonic + Beauty Beats Cancer + Beauty Social-Commerce Application
Three Opportunities to Solve Unique UX Challenges.
This case study explores three very different digital commerce products and the UX challenges behind each one. As you move through the projects, you’ll see how I approached New York Philharmonic’s large-scale website redesign, built a nonprofit experience from the ground up for Beauty Beats Cancer, and led a team of designers at IT Yug in designing a social-commerce application.
Role:
Lead UX Designer / UX Researcher
Environment:
E-Commerce / Digital Commerce
Focus:
UX Design • UI Design • Information Architecture • User Research • Wireframing • Responsive Design • Design Leadership
Three Opportunities to Solve Unique UX Challenges.
Exploring e-commerce beyond traditional shopping experiences, these three projects have allowed me to work on everything from redesigning a large established website, to building a nonprofit experience from the ground up, to leading the design of a social-commerce application for the beauty industry.
The products were different, the users were different, and my responsibilities changed with each assignment. What remained consistent was the opportunity to figure out what each experience needed, adapt my process around those needs, and work with the talented people involved to move the product forward.
New York Philharmonic
Challenge
Discovery revealed that the existing experience needed more than a visual refresh. At the same time, an unexpected leadership change on the client side created gaps in project context, ownership, and decision-making—all while the original contractual timeline remained unchanged.
Goal
What began as an expected reskin evolved into a complete redesign of the New York Philharmonic responsive website, requiring me to rethink the information architecture, user experience, and wireframes while supporting portions of the UI design.
My Approach
Led discovery and stakeholder working sessions to understand the existing experience, requirements, and redesign goals before developing the information architecture and wireframes. Helped establish a decision-making process to keep the redesign moving toward delivery.
IT Yug
Challenge
The product combined a large number of social and commerce features, while consistently recruiting beauty professionals for user research proved challenging throughout the project.
Goal
Design a social-commerce application connecting beauty professionals and consumers through profiles, content sharing, communication, and e-commerce features.
My Approach
Led the information architecture, UX, and design process while managing designers and working directly with stakeholders, development, and QA. Conducted research with beauty professionals to inform the experience and guide the product from concept through delivery.
Beauty Beats Cancer
Challenge
The project was straightforward, with the primary constraints being a limited budget and timeline. The challenge was keeping the experience focused without adding unnecessary complexity.
Goal
Create a new responsive website that clearly communicated Beauty Beats Cancer’s mission, programs, and information while supporting its promotional needs.
My Approach
Led the information architecture, UX, and UI design from initial structure through final designs. Worked directly with stakeholders and collaborated with the developer to keep the experience focused, achievable, and moving toward delivery.
New York Philharmonic
Discovery & Ideation
I led discovery and stakeholder working sessions to understand the existing website, business requirements, and goals for the project. What was initially expected to be a reskin revealed the need for a much broader redesign, which helped establish the direction for the experience.
Stakeholder Feedback
Led stakeholder discovery sessions to understand likes, dislikes, and overall redesign goals.
Learned Expectations
Identified the desired direction and vision for the website experience.
Comparative Analysis
Conducted comparative analysis and gathered relevant website references to explore experiences stakeholders wanted.
Discovered Design Need
Discovered through the process that the planned “reskin” actually required a complete redesign.
Information Architecture
Following discovery, I reworked the website’s information architecture to organize its extensive content and establish a clearer structure for the redesigned experience. This created the foundation for how users would navigate and move through the site.
User Journey
Identified gaps in the existing user journey that made navigating between pages difficult.
Reorganization
Reorganized the overall information architecture to create clearer paths through the website.
Navigation Options
Introduced breadcrumbs and additional navigation options to help users move between pages without getting lost.
Journey Options
Created multiple pathways through the experience rather than forcing users to repeatedly return to previous pages.
Name Modification
Recommended renaming pages and sections so users could better understand what to expect before navigating to them.
Connect Content
Added related-page links and return paths to create stronger connections between content.
IA Breakdown
Top Navigation A
Top Navigation B
Mobile Navigation
Wireframing
Using the architecture as the foundation, I wireframed the responsive experience across the website, translating the structure into page layouts, content hierarchy, and user flows. These wireframes also became a way to communicate progress and gather stakeholder feedback throughout the project.
Translated the information architecture into wireframes and prototypes to demonstrate how users would navigate the redesigned experience
Used wireframes to explore user journeys and interactions across the website
Restructured existing pages to support the new organization and navigation
Created new page experiences and layouts rather than simply applying a visual reskin
Used the redesign as an opportunity to modernize an experience that had not been significantly updated in years
UI Design
I applied the New York Philharmonic brand colors, typography, buttons, and consistent visual patterns to bring the architecture and wireframes into a polished interface that clearly guided users through key journeys. The final UI was developed into a full-scale interactive prototype for handoff to the internal development team.
Beauty Beats Cancer
Defining the Experience
Starting with a blank slate, I worked directly with stakeholders to understand the nonprofit’s goals, define what information needed to be communicated, and establish what the website needed to accomplish within the available budget and timeline.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Worked directly with stakeholders to understand the nonprofit’s goals and purpose for the website.
Requirements
BBC
Landing page that highlights all important information of the company.
Hair Unit page that provides details on customer hair units that are to donated to patients experiencing hair loss from traumatic or health related experiences.
Haircut Appointment page to explain how company donates time to cut people’s hair at facilities.
Ability to receive donations (gifts) through online payment merchant account
Ability to tap to call phone number (mobile)
Provide an about us page providing more details on company and practices
Conclusion
Working across New York Philharmonic, Beauty Beats Cancer, and IT Yug required different approaches to e-commerce and digital product design that ranged from redesigning an established experience and building a nonprofit website from the ground up to helping define and lead a social-commerce product. Each project strengthened my ability to adapt my process, balance user and business needs, and determine the right level of research, strategy, and design for the experience.
Conclusion