Objective:
Lead the complete redesign and development of Michaels’ e-commerce ecosystem, covering customer-facing purchase flows, a scalable CMS platform, and robust administrative functionality, while managing a team of 32 UX designers and researchers and coordinating efforts with over 300 offshore developers.
Challenges:
Complete Overhaul: The outdated site, previously managed by a third-party agency, was built on a non-scalable platform with minimal developer support. The platform also suffered from an inconsistent and incomplete design system, which limited scalability and user experience improvements.
Establishing a New Design System: A comprehensive, omnichannel design system had to be created from scratch, integrating across web and mobile platforms to drive consistency and efficiency.
Aggressive Timeline: Executive leadership set a two-year deadline to launch the new site. Managing the large cross-functional team required streamlining processes to meet this accelerated timeline.
Outcomes:
Design System Innovation: Developed and implemented a comprehensive design system using Figma, Zeplin, and Miro for seamless collaboration and handoff. The system supported multiple device resolutions (two desktop, two mobile) and two native app platforms, reducing design inconsistencies and cutting development time by 30%.
Cross-Functional Coordination: Led a team of 32 UX designers and researchers, utilizing Agile methodologies and Design Thinking frameworks to drive iterative problem-solving and user-centered design. Coordinated 300+ offshore developers, ensuring the project stayed on schedule and aligned with design specifications across time zones.
Accelerated Delivery: Delivered the fully reimagined website four months ahead of the two-year deadline, leading to a 50% increase in digital product adoption and significantly higher customer satisfaction.
Significant Business Impact: The enhanced user experience and brand consistency resulted in a 76% year-over-year increase in Average Basket Value (ABV) and a 93% rise in Average Basket Size (ABS), contributing to a significant uplift in the company’s e-commerce revenue.
Michaels.com Homepage (Web)
Michaels.com Homepage (App)
Michaels.com Product Listings, Details, and Cart/Checkout
Michaels Birthday Parties and Private Events Landing Page and Booking Flow
