Rewards Network
Modernizing Legacy Dining Portals into Cohesive, Brand-Aligned Digital Platforms
Each partner portal had evolved independently, resulting in outdated experiences that no longer reflected the visual standards of major hospitality brands. The challenge was to unify design systems while preserving each partner’s distinct identity.
I led a structured redesign focused on brand consistency, streamlined user flows, and scalable UI components across platforms. The result was a modernized portal experience that strengthened trust, improved usability, and aligned digital presence with enterprise-level brand expectations.
JetBlue TrueBlue Dining
Elevating a Loyalty Rewards Platform to Match an Iconic Travel Brand
The existing dining portal needed stronger alignment with JetBlue’s modern, customer-first brand identity while improving clarity across the earning journey. The challenge was to create a cohesive experience that simplified navigation, strengthened visual consistency, and supported multi-device usability.
I redesigned the platform with a structured, mobile-responsive system that clarified user flows, reinforced brand voice, and improved discoverability across touchpoints. The result was a polished, scalable digital experience that enhanced member engagement and aligned seamlessly with JetBlue’s broader ecosystem.
Kelly’s Running Warehouse
Modernizing an Outlet Platform into a Scalable eCommerce System
The legacy site was outdated and non-responsive, limiting discoverability and slowing conversion. I led a full redesign focused on mobile-first structure, streamlined product discovery, and performance-driven layout improvements.
The result was a modernized eCommerce platform that improved usability, strengthened brand clarity, and accelerated inventory movement across channels.
SkinnyFit.com 3.0
Evolving an Established eCommerce Platform for Clarity, Cohesion, and Modern Growth
After launching the previous version years earlier, the site had grown cluttered and misaligned with the brand’s evolving direction. The experience needed refinement to reduce cognitive load, modernize the visual system, and strengthen conversion clarity across key touch points.
I led a structured redesign of the homepage, product detail pages, and core support flows, focusing on simplified hierarchy, clearer messaging, and improved mobile responsiveness. The updated system aligned brand storytelling with performance-driven structure.
The result was a cleaner, more cohesive eCommerce experience that improved usability, reinforced brand authority, and supported stronger conversion behavior across devices.
FitFocus®
Rebuilding a Product Discovery Tool into a Confidence-Driven Fit Experience
The original shoe finder felt outdated and disconnected from the premium, performance-driven brand it supported. Users faced friction navigating the experience, making it difficult to move confidently from assessment to purchase.
I led a full UX/UI redesign focused on intuitive question flows, visual clarity, and mobile-responsive structure. The experience was rebuilt as a streamlined, guided system that reduced cognitive load and strengthened alignment between recommendation and product selection.
The result was a modernized fit platform that improved usability, reinforced brand credibility, and supported higher conversion confidence across devices.
Road Runner Kids
Building a Category-Specific eCommerce Experience Tailored to Young Athletes and Parents
The existing platform lacked a clear, dedicated experience for youth products, making it difficult for parents to discover and shop age-appropriate footwear. The challenge was to create a focused digital environment that felt distinct yet aligned with the parent brand.
I designed a structured, mobile-responsive category system with simplified navigation, clear product segmentation, and approachable visual hierarchy to support confident purchase decisions.
The result was a streamlined eCommerce experience that improved discoverability, strengthened brand extension, and supported targeted growth within the youth segment.
