J.Crew responsive web redesign

In 2014, I was hired to lead a major redesign for J.Crew, Madewell, & Factory Brands. Customer behaviour was shifting towards conversion on mobile viewports. J.Crew had a basic mobile transcoded site that didn't pay off on the brand's rich storytelling. We went from concept to launch in 6 months resulting in massive sales growth.


product detail page

mobile space


After joining J.Crew I looked to modernize the workflow of the design practice. I had our design team embed with the product and technology teams. We joined their rituals while adding research, sketching sessions, and design critiques to the process. I also partnered with merchants to make the product taxonomy more accessible and with marketing to improve the efficacy of media from emails to site placements. All of the efforts culminated in the redesign of jcrew.com which launched in the summer of 2015

My Role

  • Alignment & stakeholder management
  • Design management
  • Design tool procurement
  • Information architecture
  • Interaction design
  • Hiring & contractor management
  • Product Ownership
  • User research & insights
  • Wireframing & prototyping

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