Learned Insights and Context Driven Solutions

Looking back on our big rocks, here are 3 (summarized) areas we focused on and my role 
in each. They are a result of UX teamwork, cross functional facilitation & raising the voice of our customer to uncover product potential.

  • Fix the Foundations

    Co-developed a new UX led Design Process

    Led 4 initiatives to improve profitability

    Introduced Accessibility integration alongside component contributions in our Design System and Product Brief requirements.

  • Earn our Customer's Trust

    Elevating Product Detail Page Conversion with Key Enhancements. e.g Returns information, Shipping availability.

    Displayed faster and more accurate Estimated Delivery Dates through promising engine in the checkout flow.

  • Frictionless Experience

    Increase the cart to checkout ratio from 16.76% to 17.63% (+87bps)

    Increase the checkout to order ratio from 62.69% to 63.10% (+41bps)

    Initiatives; Promo Code Experience, Free Shipping Release, 1 Page Checkout Buy Online and Pick up in-store Improvements

  • Mission-oriented, data driven

    Advocate for autonomy and leveraging data that will support our Product to launch initiatives that focus on experiential excellence for our customers.

    Drive trust-building by balancing tactical strategies with long-term growth.

  • Earn our customer’s trust

    Be proactive in earning our customer trust. We need to deliver beyond their expectations and constantly aim for delight.

    Our loyal customers are forgiving, but we cannot assume trust will be forever.

  • Mobile-first

    We must acknowledge the traffic source of our customers and lead experiences accordingly.

    31% of site traffic comes from desktop, with 69% on their phones/tablets. Mobile is not the future - it’s been here for years.

Opportunities to Explore

We became a multi-banner destination. I assisted with Zellers.ca launch across navigation
and cart to checkout. I consulted on Accessibility in the lead up to launch.

Oversaw the creation of new mobile app from research to development.

Oversaw new loyalty program from research to launch.

Helpful & personalized discovery. Ensure smooth handoff and delivery when working with Algolia & Einstein.

Experimentation powered by Adobe Target & Maze. Introduced new research processes with our data analytics team.

Frictionless cart & checkout. Launched one page checkout and free shipping with estimated delivery date updates.

Building Trust and Focus

  • Creating Awareness

    Turns out getting teams more involved with roadmap creation helps motivate and rally everyone behind our top initiatives. We’re collectively working to solve business needs and create impact. It only makes sense to develop an ecosystem that encourages transparency.

  • Transparency Builds Trust

    Transparency really helps with trust - sharing up to date overviews of the top initiatives helped product teams focus on the metrics that make the most impact.

  • Contextual Conversations

    When we make space for teams to develop thought processes for meeting our targets we support career growth plans and retention. Creating space to ask these questions in context help keep meetings focused and productive.

Guided Team Focus

  • Fresh Eyes

    A forum to support building our UX/CX community. To foster deeper UX thinking by using feedback through exploratory and guiding questions aimed at promoting collaboration,.

    It's a safe space to practice feedback
    and communication skills without the pressure of UX reviews or senior stakeholder meetings.

  • UX Design Review

    Great experience design starts with a full understanding of our customers and the strategic direction of our business.

    We demonstrate this by clearly articulating our customers’ and business goals, any marketing plans, available content strategy, design considerations, and technical requirements during the review session. 

    It’s a great opportunity to outline what is in scope and what is not.

  • Nurturing UX Culture

    Nurturing culture and opportunities to bond and learn from one another:

    UX Friday Feels is a space for us to capture our thoughts, share new knowledge and have fun as a team! They can be related to our workflow or completely unrelated inspiration for personal growth. Developing these outlets proved beneficial for remote work.

People and Performance

I prioritize 1:1 time with my team to uncover growth opportunities. Meeting 1:1 also helps me understand their aspirations and challenges.
By refining our core processes, I've created a framework that supports continuous learning and advancement.

I’ve improved upon our:
Hiring process / Interview guide / Job descriptions / Performance reviews / Intern programs / Career Progression Plans
Created new roles across UX team / Secured 3 promotions across UX team / Led Content Design, advocated for our first Content Design hire /

I create space and opportunities for designers to take the lead and create a trusting culture where together, we can create actionable plans.
I've seen this approach lead to promotions, expanded responsibilities, and increased job satisfaction.

comics by pablo stanley