Anthropologie

(i) At the beginning of 2017, I joined Anthropologie as the Digital Design Director. The role, which was new for the organization, was focused on redefining the brand's digital commerce experience. While Anthropologie was known for its unique merchandising and whimsical store displays, the e-commerce experience was still lacking.

(ii) My early efforts were spent digging into the existing e-commerce experience, particularly their web platform. The result of this was a full-scale audit, identifying a multitude of opportunities that would not only provide a better customer experience but also drive revenue and improve internal operations.

(iii) One of the largest opportunities identified in the audit was in regard to site navigation and taxonomy. In partnership with merchandising and digital marketing, we reworked the entire Information Architecture to improve usability, bolster SEO, and increase conversion.

(iv) Once the site's IA had been addressed, we began to take a closer look at some of the site's key features, including filtering, search, and product display pages. Enlisting the support of URBN's centralized UX research team, we were able to test hypotheses and validate potential solutions to observed problems.

(v) In addition to improving our commerce platforms, it was also within my responsibility to oversee and improve the content that we created for them. At the time, our team was designing static content that did not comply with the best practices of responsive design, accessibility, or usability. By implementing new design standards, redesigning our CMS, and redefining our content strategy, I was able to improve our content, increase conversion, enhance site performance, and streamline content production, all while retaining the unique brand aesthetic.

(vi) While our web platform was my early focus, one of my biggest projects was to launch a new iOS application as a replacement for an aging platform with little engagement. Using what our teams had learned from the major enhancements to site features and content, we were able to mirror our new web experience and optimize it for mobile devices.

(vii) Upon its release, the new iOS application saw massive adoption from a very loyal and excited customer base, along with a significant increase in purchases made from mobile devices. The app also received attention from Apple, with multiple features in the App Store (where it still holds a 4.9 rating). Having a modern app platform also cleared the way for us to build unique features for our most active customers.

(viii) One such feature was the implementation of AR. Around the time Apple was gearing up to release its ARkit, we were working on a custom furniture program. We had CGI models of all our furniture in every permutation, coupled with the new tech, we were able to leverage these into a real-time, AR-based furniture builder. The work on this feature resulted in an invitation from Apple for myself and our lead developer to work on-site with their team. It also gained quite a bit of media coverage, even if AR did not turn into the game-changer it was predicted to be.

Summary

During my time at Anthropologie, the brand saw an explosion in digital commerce sales, which accounted for almost half of the brand's total revenue, reaching $1 billion in my last year. In addition to the increase in sales, I left the brand with two modern and competitive commerce platforms, both of which are still in use today, nearly 5 years later.

In the Media: Food52 / Curbed