UX RESEARCH & EXPERIMENTATION
What: Led design initiatives to drive innovation, iteration, and optimization of the U.S. chanel.com site through UX experimentation and A/B testing. Partnered with a cross-functional research team to enable data-driven product development through continuous testing and learning.
Why: Uncovered user behaviors and pain points to shape long-term UX/UI priorities across markets. Informed design decisions that aligned with Chanel’s global digital strategy while deepening insights into customer interactions with chanel.com.
How: Championed a data-driven experimentation framework that aligned global stakeholders and guided design decisions. Translated user insights into strategic initiatives that elevated site performance and influenced Chanel’s broader digital direction.
Insights & Impact: Expanded UX experimentation from the U.S. to EU and UK markets, broadening scope beyond the purchase funnel to include search and product discovery across Fragrance & Beauty, Eye, and Watches & Fine Jewelry. These efforts drove measurable gains, including +3.4K PDP visits YoY, +15K add to cart events, and +14K transactions adding an estimated $1.1M in annual sales.
