my role
Led the design of digital touchpoints and customer interactions, including responsive web flows, visual hierarchy systems, and marketing interfaces that support user goals across devices.
WORK
1. Context
Freebird sells fashion-forward footwear. Returns due to style and quality are common in footwear e-commerce.
The opportunity:
Increase purchase confidence and reduce style-related returns.
2. The Problem
Customers hesitate because:
Style varies across brands
They don’t know how to communicate their own style
They’re unsure about what their style says about them
3. User Insight
Customers trust:
Personal comparison (“If you vibe with X, choose Y”)
Community validation
Clear confidence signals
4. The Idea
Add a “Find My Style” guided flow to product pages.
