As one of five brands held by Ascena, the original challenge was to redesign their ecommerce experience within a shared management platform while making Lane Bryant stand out as a premium brand.

Alongside my partner, we oversaw the experience design, visual designs and content strategy while working with Lane Bryant’s brand agency in NYC and their first featured collaborator, Isabel Toledo to create an elegant and simple shopping experience.

Hours were spent to understand the brand, the unique challenges that plus-size shoppers face and how the ecommerce and holding company teams interacted with the website.

Our design is still in use today due to its premium design alongside a number of behind-the-scenes ehenhancements including dynamic promotions, realtime cross-channel inventory and the intuitive backend interface that we also designed.

Role: Experience Strategy & Design // Creative Direction // Content Strategy