At Melon Fashion Group I led a website and mobile app redesign and performed targeted user-journey analysis to surface recurring customer confusion. I mapped the full journey, proposed a focused UI change, and coordinated design and engineering to implement it as part of the launch. The combined redesign and targeted fix produced a significant improvement in conversion metrics and, notably, customers stopped calling with complaints about the website.

Melon Fashion Group — website & mobile redesign

Lifted conversions and ended complaint calls via redesign

At Melon Fashion Group I created a simple prioritization system to resolve repeated tension between marketing and developers over site changes. I defined clear criteria, introduced a lightweight request-ranking process, and coordinated handoffs so teams could focus on high-impact work. As a result, campaign launches became faster and more reliable, with fewer technical issues during deployments.

Melon Fashion Group — marketing & engineering collaboration

Accelerated campaign launches with prioritization system

Led Melon Fashion Group's website and mobile app redesign, boosting conversions and eliminating frequent customer complaints.

Created a simple prioritization system to align marketing and dev, accelerating campaign launches and reducing technical issues.