Retail Customization Platform
Wanted customers to be able to personalize products without friction, while store associates needed a fast, error-proof system that worked during busy retail hours.
The existing flow required too much explanation and manual correction.
Snapshot
Role: Lead Product Designer
Platform:
In-store Consumer-facing mobile web app.
A centralized admin portal for managing products, assets, and store configurations across the Made for You experience.
Focus: Customization and speed
Outcome: Live in Flagship stores. Adding more stores in Q3 2026
What I did
Led Research, Product strategy and design
Conducted in-store observation and usability testing
Designed a step-by-step guided customization flow
Collaborated closely with engineers on constraints and feasibility
Key Decisions
Shifted from open-ended creation to guided choice architecture
Designed real-time previews to reduce errors and anxiety
Simplified decision points to keep sessions under a few minutes
Built patterns scalable across products and regions
Impact
Reduced customization and production errors by ~35–45% by enforcing print, embroidery, and patch constraints directly in the UI
Cut associate-to-print time by ~6–8 minutes per order, replacing manual spec creation and verbal handoff with automated, print-ready outputs
Enabled 20–30+ custom orders per day per location during peak periods without increasing associate training time
Improved associate confidence and consistency, reducing back-and-forth with production teams and eliminating invalid submissions before print
Standardized customization workflows across 2 flagship locations, with a platform architecture designed to scale globally
Supported multiple customization methods (printing, embroidery, patches) within a single system, reducing operational complexity as the product catalog expands
Result: Turned in-store customization from a manual service into a scalable product system—reducing errors, increasing associate confidence, and enabling personalized retail experiences that can grow globally.
