When Mersedé Mirshamsi and I were tasked with redesigning our PDP experience, we took a rapidly iterative approach with multiple user testing mile stones. We worked under creative direction from Eden Smith and Rachel Felsinger to created fully function DSK and MOB prototypes for A/B tests and user interviews conducted by our UXR Team. These findings drove us towards a usable product with refined features our users appreciate. While being mindful of user’s needs, we maintained an elevated “Ralph Lauren” aesthetic focusing on imagery and video.

Once we had a base design optimized for our users, we partnered with our global Commerce Management teams to finesse features that aligned with regional business goals. This required a lot of cross departmental collaboration with clear, concise, effective communication within a tight timeline.

Once the designs were refined and annotated, we passed off to dev and worked through iterative sprints, UATing each round of dev work. We provided agile feedback with detailed design specs through jira ticketing systems organized by our Product Managers, Hilary and Svet. This process was tedious and detail oriented to ensure our live site was as close to our prototypes as possible.