Driving Digital Transformation and Experience Design for Signet Jewelers
Recruited by Signet Jewelers—the world’s largest diamond jewelry retailer—I built and led design teams during a critical digital transformation accelerated by COVID-19. Facing outdated eCommerce platforms, service tools, and in-store applications, I assembled a high-performing team to modernize and elevate experiences across Signet’s portfolio of brands, including Kay, Jared, Zales, Banter, and Rocksbox.
Key Impacts
Built and led a core team of six, while mentoring a broader design organization of 33+ members.
Partnered with 15+ cross-functional stakeholders in an Agile environment to align goals and ensure successful project delivery.
Supported UX design across key product areas—including warranties, repairs, rentals, custom design, CRM, POS, and loyalty—modernizing eCommerce self-service and in-store experiences, delivering 50+ design enhancements that drove 6x conversion, increased engagement, and a 20-point NPS lift.
Launched a loyalty program with 9M+ enrollments and $7.2M+ in revenue; members spent 2x more than non-members.
Co-created the Amor Design System and Hybris CRM SmartEdit components to accelerate design and development.
Cultivated a team culture rooted in growth, creativity, and strong cross-functional collaboration.
