Ideated and created a personal shopping service for users to connect to a Saks stylist nearby and seek fashion advice via iOS & iMessage app with goals to lift app revenue, increase store foot traffic, and elevate brand.
After conducting a series of customer interviews, it became clear Saks Off Fifth's .com's checkout process was unnecessarily difficult for all customers to make a purchase. Increasingly, these customers are shopping via their mobile phones and demanding greater simplicity, clearer navigation, and faster technical delivery with no tolerance for any hiccups. Now that more than half of the customers are buying on mobile and contributing more mobile spend to the overall online revenue, this undertaking sets in stone how the business could capture and convert more digital customers in a whole new way.
Led a cross-functional team of 10 to redesign and launch responsive checkout on Saks Off 5th Avenue & Saks Fifth Avenue, resulting in improved conversion rate by 6% and incremental $7 MM+ revenue before high season.
conversion optimization, daily scrum, usability research, ab testing, data analytics, stakeholder management