Signet Jewelers brought me on to lead the development of a creative team supporting their digital transformation across Services, Loyalty, and In-Store Applications. I built and led a multidisciplinary team of designers, copywriters, researchers, and producers to reimagine and launch impactful digital experiences. Together, we delivered more than 50 omnichannel solutions for Signet’s family of brands—Kay, Jared, Peoples, Zales, and Banter—driving incremental revenue and customer engagement.
Our work was deeply collaborative, partnering with Product, Marketing, Business, and IT teams to uncover challenges, form hypotheses, and test with real users. This user-centered, cross-functional approach enabled us to craft thoughtful, scalable solutions that made a measurable impact.
Business Impact
Built and led in-house design teams to support key areas of Signet’s digital and in-store ecosystem
Transformed the service experience across critical touchpoints, including warranties, repairs, custom design, gift cards, help center, claims, returns, exchanges, price adjustments, order number recovery, theft and loss, and jewelry rental
Focused on CRM, POS, Service, Design & Service Center, Go-To-Field, and SKU Management tools—delivering intuitive, efficient experiences for Jewelry Consultants
Led the design efforts behind the expansion of Signet’s loyalty program, contributing to over 9 million customer enrollments across Jared, Jared Vault, Kay, Kay Outlet, Zales, and Zales Outlet
Co-created the Amor Design System and SmartEdit components, enabling consistent and streamlined design and development across multiple brands and platforms
Team Impact
Built and managed diverse, cross-functional teams to design user-centered solutions across a range of software applications
Mentored and supported the professional growth of each team member, fostering a culture of collaboration, creativity, and continuous learning
Partnered closely with key stakeholders across Brands, Service, Marketing, Operations, and Product to drive innovation, align on strategy, and deliver results that advanced business goals
Role: Senior Creative Director, Experience Design
Defining the design principles
With creating a new digital team during COVID to shift from a brick-and-mortar to an e-commerce model, we determined we needed to set design principles to guide how we deliver on our mission to create accessible, universal experiences that generate human value across all channels. These helped ground us to drive value across user experience, business, and culture.
Creating an adaptive user-focused process
As Senior Creative Director of Experience Design, I built and led a team of designers, researchers, copywriters, and producers who created digital experiences within Service, Loyalty, and In-Store applications. We worked closely with Product, IT, and business stakeholders to align on the problem we were trying to solve, define MVP requirements, design hypotheses, conduct user or A/B testing, and support IT quality assurance.
Creating cohension with a design system
The design team created new and transformed old experiences utilizing our new design system, Amor, to create consistency and meet accessibility requirements.
A look at the experiences created
We created experiences for the following aspects of the business: CRM, POS, Service, Design & Service Center, Go-To-Field, SKU Management, Warranties, Care & Repair, Custom Design, Digital Self-Serve, and Jewelry Rental.