About This Project

I was Creative Director for the special projects group. This group was dedicated to supporting strategic brand partnerships between Neiman Marcus and Fashion Brands they supported on their Backend systems and with front end design support. I lead a team of 6 designers with 2 copywriters and 2 producers that were responsible or UX Design, UX Architecture & Marketing Design the for the following brands:

• Michael Kors

• Armani Collezioni

• Salvatore Ferragamo

• St John

• Jay Strongwater

• Baccarat

• Nanette LePore

• Yves St Laurent

Michael Kors Site Redesign 

We redesigned the UX Design and Architecture of the Michael Kors website in preparation for their IPO. I personally created the base IA/UX/UI for the new website. My team then iterated on my initial proposal to create the final launch design. The goal of the redesign was to get users through the funnel, influence their buying decisions on certain categories of merchandise, and get them to covert to a sale. Michael Kors needed to show significant growth in their digital properties to convince potential investors that they were a viable IPO. This design was launched in the midst of the Great Recession and it performed spectacularly. Upon launch we saw an immediate increase in sales and conversions on the items and categories we targeted. YTD for the launch month sales were up 108% YTD and the new site gained 500k in more sales over the previous site in an A/B test

Wins:

• Redesigned site that was more visually impactful and on brand

• Redesign site architecture to increase conversions 108% over previous design ( 30 days A/B test )

• Redesigned the site to promote and drive users to products that the merchant teams wanted to highlight – 500k increase in sales ( 30 days A/B test )

• Incorporated streaming video into the new design to allow Michael Kors to live stream their seasonal runways shows and collections allowing for increase Brand Reach