I owned the end-to-end CX strategy across a three-year horizon. From research and competitive analysis through concept development, cross-functional alignment, and production, I defined the framework, named the model, and led each concept from initial sketch to shipped feature. Several of these systems became foundational to Amazon’s broader shopping experience beyond Fashion.

I anchored the strategy in principles from the physical retail world before it became purely transactional. Department stores in their prime weren't just efficient- they were immersive. They used layout, signage, displays, community and curation to guide customers through a journey that felt personal and exciting. I asked: what would it look like to translate those principles into a digital experience at Amazon's scale? The result was the Experiential Mall, a conceptual framework that mapped the physical retail journey onto a digital one, component by component.

Mall Directory an anchored, contextual navigation that lets customers shop by department, image, gender, brand, occasion or range. Fit, style, price and brand preferences can be saved and applied for a curated navigation that updates based on customer query and intent.

Storefronts & Signage dynamic window displays and editorial moments that entice customers in and change regularly to stay fresh. The digital equivalent of a compelling store entrance.

The Decompression Zone instead of immediately overwhelming customers with results, a transitional space that lets them acclimate — showcasing curated products and sections before the full catalog appears.

Strategic In-store Layout & Displays lifestyle imagery and in-context product displays that show customers how things look styled and worn, with the ability to shop directly from the visual.

The Loyal Treatment a personalization layer that functions like a knowledgeable sales associate knowing your fit preferences, past purchases, and style sensibility to surface "more like this" results that feel tailored rather than algorithmic.

The Community social discovery inspired by street style and people-watching. Customers can find and follow style influences that resonate, shop directly from their looks, and feed preferences back into their recommendations.

‍Clustering strategic placement of brands, products and categories that share a similar aesthetic, demographic or intent - reducing friction and making the experience feel curated rather than chaotic.

‍Pop-ups limited time moments, new releases, local designer collaborations and immersive brand activations that create urgency, excitement and a reason to return.

‍The Concierge a modular feed that functions like a fashion magazine - rich media, brand stories, featured collections, style inspiration and personalized recommendations woven into a single anchor experience.

‍The Dressing Room a personalization destination that gets smarter over time. Based on demographic, style preferences, past purchases and saved items, it steers customers toward the products and collections most relevant to them.

The most important design work is not always visible. It is the system that reshapes how a product thinks, not just how it looks.