Ann Taylor and LOFT are two of the biggest brands in the country in women’s fashion and they needed new e-commerce websites that would better represent them and better serve their customers.
The project was to create a unified user experience with a unified shopping cart so that customers could easily shop both brands. At the time it was designed, it was one of the earliest large scale responsive e-commerce projects from a major retailer. My responsibilities included leading discovery process including many hours of stakeholder interviews, competitive analysis, and customer research. I created all wireframes and medium fidelity prototypes that went through extensive usability testing and iteration.