ARITZIA
For the past three years, I’ve been a key part of Aritzia’s Digital Product Design team, leading the ‘Find’ squad to help customers navigate and understand our product range. I designed core experiences for the website, influenced the direction of the Aritzia App, and supported various marketing campaigns.
Each highlight provides an overview of my work. I’m happy to share more details on each project upon request.
One of my key achievements at Aritzia was building a user-centered foundation by transforming years of data into vision statements, guiding principles, and personas. This groundwork aligned our team with cross-functional partners, enabling us to address business challenges with a customer- and data-driven approach.
Setting the foundation
Main Menu Redesign
In 2023, we redesigned the main menu to balance brand impact with user expectations and to scale for our growing product range.
PREVIOUS MAIN MENU DESIGN
This was optimized for readability, but did not meet our business needs as it didn’t allow new and key product priorities to be highlighted.
RE-DESIGNED MAIN MENU
We transformed the main menu into a multi-column, responsive layout that enhances navigation and accessibility. To support seasonal promotions, we enabled image integration, allowing merchandising partners to showcase featured products directly within the menu. Additionally, we developed a comprehensive Information Architecture (IA) and guiding principles document, ensuring consistent categorization, intuitive labeling, and a scalable framework for seamless seasonal updates.
Impact —Since launch, this enhancement has driven notable increases in user engagement with key products, improved click-through rates, and boosted views on our primary product listings.
One of the key parts of my role is designing product listing pages that inspire and engage customers as they browse our assortment. Over the past few years, I've introduced notable changes, including crafting a range of templates to help our Merchandisers showcase products in the best possible light.
Product Listing Page Improvements
To elevate pivotal pages like the 'New' landing page, we engineered a flexible, modular template that empowers our merchandising partners to customize layouts with precision. This template allows them to select the number of image columns per row, creating a more editorial aesthetic that highlights key products with greater visual impact. By offering this level of creative control, we’ve enhanced engagement metrics, driving higher scroll depth and clickthrough rates as customers interact with these visually dynamic product displays.
HEROIZING OUR PRODUCT IMAGERY
Flexible Template
Transitioned from a 3-column display to a more efficient 4-column layout. This allowed us to show more product breadth and allowed our creative merchandisers to better optimize for mobile.
SEARCH
Enhanced the search experience to better serve goal-oriented users, streamlining their journey and optimizing for higher conversion rates.
TRENDING SEARCH TERMS AND PERSONALIZED RECOMMENDATION
Redesigned the search panel and implemented personalization to create a more tailored experience that significantly boosted conversion rates, enabling customers to effectively narrow down their searches and find what they need faster.
An assessment of our top search terms over the past year revealed a strong trend toward thematic queries, alongside a growing demand for fabric information. To address these insights, we designed an enhanced search experience, currently in development, that will improve thematic search functionality and elevate relevant non-product content to better meet customer needs.
IMPROVING THEMATIC AND NON-PRODUCT SEARCH
To see more of my live work please take a look at the Aritzia site.
I oversee and am responsible for the following areas:
— Navigation
— Search
— Landing Pages
— Product Listing Pages
— Filters