What led us to redesign?
Why does this matters to the business?
Before
Merchandisers align on key campaign theme
manually tagging content, components and campaigns across multiple tools
Hand-curating specifics style group to
populate product sets (SKUs)
multiple tools aren’t linked, resulting data lost (i.e sold out items, lost inventory)
Static product sets
customers see the same fixed products, regardless of intent or personalization
Inconsistent relevance
customers see the same fixed products, regardless of intent or personalization
After
Campaign intent defined
clearly defined theme, target audience, and desired messaging by establishing intent
Rule based product logic
while leveraging AI to further curate product sets that support the campaign story
Modular layout framework
content is organized into modular components that can adapt to different campaigns
Dynamic product sets
dynamically generated to reflect campaign intent, then refined through a dynamic filtering layer
Scalable and reusable content system
scalable, reusable, delivering measurable improvements in engagement, conversion, and operation efficeiency
The decisions that shaped redesign
1.
Aligning with teams to scale campaign impact:
The project started with a broad scope and inconsistent definitions of success across stakeholders. Product, marketing, and merchandising each had different meanings of what "redesign" meant.
Navigating constraints:
I led a design workshop and design reviews to align on a shared north star and defined a measurable success criteria tied to engagement, demand, and operational efficiency. Partnering with marketing and analytics helped us narrow the scope and focus the work on improving relevance at scale.
2.
Evolve shared components instead of creating new ones:
Rather than introducing new campaign specific UI or assets, we partnered with the design systems team and engineering to evolve existing shared components to support dynamic product logic.
Navigating constraints:
This surfaced lots of alignment conversation as campaigns needed to scale across breakpoints, but creative assets were built for fixed layouts with limited variants. Dynamic rendering risked broken hierarchy and compromised storytelling.
3.
Prioritize customer intent to discover relevant products:
Customer data showed that 33% of users struggled to find relevant categories. We know that even if we surface relevant results, customers can feel overwhelmed by the products shown and ultimately drop off.
To address this, we introduced a reusable filter component that dynamically grouped products based on context, helping users narrow overwhelming results into relevant pathways.
Navigating constraints:
The challenge was defining the underlying logic — what to show, when to show, how it adapts across the site. Establishing clear guidelines with engineering, merchandising, design systems ensured the component can scale consistently.
The results
Extending the framework beyond campaigns
Scaling across high impact entry points
Not only are we scaling this content system across 15+ campaign types for a fast follow, but we also identified brand pages as a high-opportunity expansion area.
Because brands are a top search destination with strong purchase intent, they also require flexible, relevance-driven content. By evolving shared components and applying the same scalable logic, we created a reusable system that improves product discovery while reducing manual merchandising effort across high-traffic areas.
Reflections
