Brooks Brothers - User Experience ManagerNovember 2012 - December 2015
- Evaluate current production and find methods to iterate, if not polish, the online experience.
- New product exploration, development, and production. Explored trends and technologies with a critical evaluation for our needs.
- Competitive analysis in concern of familiar pattern recognition; implementation of standards if any; contrast to our goals and evaluated innovation, progress, and differences.
- Considered customer and business input with regard to process and site flow evaluation examining flaws, improvements, and assets.
- Recognizing team impact of goals and iterations and evaluating alternatives for effectiveness and efficiency.
- Set up templates and designed interface assets based on previous considerations.
Each project was recorded with a formal document. Each document could contain competitive screenshots annotated for their qualities; wireframes; flow charts; suggested designs; theories; and/or customer comments.
I collaborated with platform programmers, vendors, interface developers, interface designers, business owners, marketing team, customer service, product designers, project managers, and team supervisors to facilitate strategies for any optimization, tests, or new developments to enhance the brand and site experience.
I researched trends; observed and analyzed retail and industry competitors; reviewed industry blogs for insights, opinions, experiences; and continued a professional development through conferences, webinars, literature, and technical development.
I was constantly inspired by customers.
Job Description as defined by Brooks Brothers :
The User Experience team creates the design of customer interface specifications, by applying client research, design standard and industry best practices, taking into account strategic business objectives, customer needs and systems constraints. Additionally, this area works with the project managers to ensure that usability deliverables accommodate project timelines, budgets, technical and scope constraints. Most importantly, Associates in this group act as the user-advocate during the development process, subjecting early-stage designs to usability testing or expert review, and offering implementation suggestions from a user-centered perspective. Tim Carrier heads up this team in his role as Manager.
- Made-To-Measure : flow considerations, interface design, interface content.
- International Shipping and Duties : BF_DutiesTaxesDisplay_20150410a.pdf
- International - Return A/B : Testing return policy messaging and its presentation for checkout conversion.
- Mobile app : Worked with development vendor, provided flows for Sign-in, promos, color swatch in grid, grid consideration, cart edits, product badging, and refinements.
- BazaarVoice : Ratings enhancements, vendor relationship management.
- Carolee : Point-person with sister brand for the exchange of ideas and support development requests.
- Fit and Size Charts : maintenance and content gathering.
- Quality Checks : We have a QA personnel but site visits provide a constant reminder of the experience and sometimes uncovers new considerations.
- Site iterations/Bug remedies
- Comments : receive daily/frequent comments, assess, evaluate, respond.
- Social Donation Strategies : Competitive analysis which inspired 7.5 display and delivery strategies to expose donation messages for a greater awareness and encourage a lift in donation.
- Expose Sizes : Converting the size selection tool from pull down to a button-bank format. Implementation considerations for women's special sizes; men's fits; two dimension sizes such as waist/inseam, neck/sleeve, shoe size/width.
- The Thread : Review and collaboration with vendor regarding templates, styling, layouts, features and functions; worked with Business owners for theme and branding review with brand designer.
- Shipping Messaging : Help content for shipping method presentation for domestic and international shipping tables, content, and design.
- TrueFit : Review of vendor implementation and studies for placement iteration.
- Full-Bleed : Considerations for full site liquid response to browser viewing pane dimensions for Home screen, Department Landings screens, Grids, PDP, Shopping Bag and Checkout.
- Mobile QUICK Checkout : Competitive analysis of Staples® checkout structure which removed the superfluous checkout process within a mobile experience. Adapting that structure and design into the platform and technical process for this brand's checkout.
- Custom Shirt and Suit Tool : Competitive analysis, refinements, and strategies for exposure conversion.
- Monogramming : Redesigned the option flow to remove error if this option was selected for dress shirts, towels, robes, boxers, and accessories.
- Skipped Login Decision Screen to Checkout from the Shopping Bag : Combining the Guest/Login decision function with the bag display list before checkout. The previous production designed the shopping bag with a CTA to checkout which redirected the shopper to make a decision to sign-in to checkout or to guest checkout before a browser refresh to the checkout process.
- Factory/Black Friday Landings : Content screens within the site to satisfy organic search results for these specific queries.
- Petite/Regular Toggle : Providing a toggle between the two size types within a single PDP. This function provided a size type variant to add to bag instead of redirecting the customer to a new PDP for that size type. The goal was to reduce product search confusion and shopping discouragement.
- Donation Module : Competitive analysis for a donation request within the shopping bag and during checkout. This tool was initially designed for the St Jude donation season that provided donation amount options and their equivalent social value. This tool was later integrated for other social purpose and charity events.
- Suited for Service logo and vendor template styles.
- English as a Second Language branding assets supporting internal language lessons.
- Honey label illustration
- Illustrated, designed and produced various internal spirit assets promoting individuals (Sam), brand holidays (Mancini Day), and apparel for corporate associates volunteering at the distribution center.
- Internal corporate presentation design, production, illustration and animation.
- Format production for store receipts and copier identification screens.
- Immediate-response resouce for design, illustration, photo-manipulation, art direction when creative is significantly overloaded.
Special ProjectsVarious projects supporting internal initiatives, presentations, products and/or providing spirit engagement
- Mobile PDP : Color swatch placement near product image - Proximity rule for ease of color switching.
- Dress Shirt Re-arch : Setting a new experience designed to optimize the fit flow and attribute refinement before shopping the product grid. This flow would reduce the items displayed within the grid to assist shoppers into a speedier decision.
- Store Locator/Landings : Each store has its own store landing within the site for SEO strength by fresh content, address content, geo-search.
- Collections in Refinement/Cross-sells : Double exposure strategies for collections within the mega-menu and mainline refinements.
- Suit Separates : Shop suit separates that remarked a SHOP THE LOOK template pairing the separate pieces into one PDP. This feature would cross-sell the other item of a suit separate as well as reduce confusion of what items are paired and back-directing to the product grid to locate the other item.
- Cross-sells : Iteration suggestions to test conversions based on items' proximity to the selected item.
- International Shipping Decision : Considerations of flow and layout providing destination and currency information that set call-to-actions and options all in one viewing pane avoiding any scrolls or swipes. This goal was to alleviate the missed countries that were provided however could not be found by the customers.
- Multi-Size Select : Selecting more than one size in the size refinement while shopping the product grid.
- Internal Inventory Viewer : Providing internal merchants and planners a platform designed with a friendly image-based inventory list for more efficient reference of available products for sale/feature/flash allocation.
- Search Order History : Order History enhancement allowing for either a visual cue to past orders or to search for a product by name, color, attributes -- a benefit for item replenishment.
- Find In Store or Buy Anywhere, Get Anywhere : Competitive analysis and experience record for the process of shopping online for a store pick-up.
- Empty Cart Strategy : Explanation for reconsidering CTA's in the shopping bag to redirect shoppers to products while reducing decision loops that created site exits.
- Gift Boxing : Competitive analysis of the gift boxing flow and strategy.
- Corporate Incentives Sign-up/Enrollment : Refining the overall program experience and brand. The site provided no indication of the program, disconnect with the e-retail, confusing enrollment/renewal process which created an influx of frustrated shoppers during events and clogging customer service.
- Monogramming Form (In-Store) : Layout revisit to reduce error and optimize the form process when a customer orders monogramming within the store.
- Grid Optimization : Reducing grid clutter or visual noise to highlight product image by removing sale messaging, product name, color options, and prices only to be revealed upon rollover (desktop experience only).
- Shipping : Revisit for environment-friendly packaging, secure packaging, product tagging, and product presentation within the shipping process.
- Customized Items : Customizing the Blazer with pop-up details, working buttons, button styles, and lining; customizing Polos with color combinations and monogramming; making your own Sport Shirt called the Fun Shirt.
- Mobile Sprint : Optimizing the mobile experience such as easier access to the shopping bag, mobile friendly text and button styles, and using native form feature and functions for a more familiar experience.
- Tiered Search : The in-site general search creates a long list result. Tiered samples specific to Departments allows for a sampled summary grouped based on gender or collections.
Proposed Features, Functions and Flows