Strategy, Design Concepts and User Experience Design lead for the HomeGoods site redesign project.

The main challenge was to create an online realm that did not associate with e-commerce (Homegoods can’t sell online due to their business model) and at the same time was a reference and an incentive for the customers to engage with Homegoods’ retail stores.

Design process comprehended etnographical research, digital strategy, persona creation, design workshops, sitemap and wireframe design. I followed all the process from interviewing users to Q&A and launch.

In order to maximise stakeholder’s feedback and a determined agile approach, all annotations and presentations to the client were made directly on designs, helping better communicate the visual direction and the prompt development of the project.