ShopRunner Redesign

Our team was tasked with getting ShopRunner ready for a reintroduction to both our member community and the broader e-commerce world. This included a brand overhaul, launch of an app, and redesign of our web experience, which I led. My work on this effort earned me the FrontRunner award, which recognizes individuals that embody core company values related to bias to action and leadership.

Team

I collaborated with product, marketing, engineering, and brand.

Role

I led all strategy, design and testing. On this effort I also played a key role in project planning, leading cross-functional conversations related to process and prioritization.

Impact

Since release of our updated experience, monthly active users (+~16%) and go-to-retailer events (~+8%) are up YoY.

In gathering feedback via testing and looking at performance data, we determined search needed to be a focal point of our experience, occupying key space in our hero. This adjustment contributed considerably to a reduction in bounce rate.

In gathering feedback via testing and looking at performance data, we determined search needed to be a focal point of our experience, occupying key space in our hero. This adjustment contributed considerably to a reduction in bounce rate.

Our deals page is a key part of our experience, both from a user and business perspective. We gathered quantitative and qualitative data to redesign and optimize performance for the page.

Our deals page is a key part of our experience, both from a user and business perspective. We gathered quantitative and qualitative data to redesign and optimize performance for the page.

Our PLPs were in serious need of care. We redesigned the product cards, completely rethought our filtering and sorting experience, and worked closely with marketing to ensure we were collaborating with them to achieve SEO goals.

Our PLPs were in serious need of care. We redesigned the product cards, completely rethought our filtering and sorting experience, and worked closely with marketing to ensure we were collaborating with them to achieve SEO goals.

We had to look at account pages, both to update look and feel of existing pages that would continue to be in use, but also to add new features, like email connect, which would be a fundamental aspect of our post-purchase experience moving forward.

We had to look at account pages, both to update look and feel of existing pages that would continue to be in use, but also to add new features, like email connect, which would be a fundamental aspect of our post-purchase experience moving forward.

Process

Frame

The mandate was clear: redesign the site to reflect our new brand. The path to getting there was not. Beyond updating the visual experience, we needed to understand where the existing site was falling short and determine what we could meaningfully improve within a tight timeline.

Discover

I combined existing qualitative feedback with behavioral data from Glassbox and other analytics tools to understand where users struggled with the existing experience. These insights helped us identify the highest-impact opportunities and prioritize what we could realistically address within the redesign.

Explore & define

I explored how the new brand could translate into a more cohesive experience while addressing the opportunities uncovered through research. Because the redesign touched nearly every part of the site, I used frequent design reviews to align a broad group of stakeholders as we moved from early concepts toward a clearly defined direction.

Design & deliver

With the direction established, I refined the experience through higher-fidelity design, focused testing, and continued stakeholder reviews. I worked closely with Engineering throughout delivery, resolving details and edge cases through handoff and implementation to ensure the final experience stayed true to the intended design.