Signet Jewelers
Digital, E-commerce
CHALLENGE
Signet needed to modernize its digital and in-store experiences to meet evolving customer expectations and strengthen its omnichannel retail ecosystem. The company lacked a cohesive service design function, a customer loyalty program, and intuitive in-store systems that could bridge the online and physical experience.
SOLUTION
As Senior Creative Director of Experience Design, I built and led teams supporting 12 product groups across service, loyalty, and in-store applications. I implemented human-centered design practices, established a scalable design system, and collaborated with cross-functional partners to deliver user-driven solutions that streamlined operations and improved the customer journey.
RESULTS
Delivered 50+ product enhancements that drove 6× conversion growth and a +20pt NPS lift. Launched a loyalty program with 9M+ members and $7.2M+ in revenue. Built a high-performing in-house design team, reducing delivery time and vendor costs.
Service & Care
Crafted new end-to-end user experiences for protection plans, returns, appraisals, gift cards, rentals and more.
Loyalty
Designed a new loyalty program with personalization, tier gamification, and special member-only perks.
Store & Design Center Apps
Enhanced outdated platforms and crafted new features for CRM, POS, fulfillment, design center jobs and more.
