Key Decisions.

From a UX, UI, and project management perspective, my approach was grounded in a structured, insight-driven process. The first key decision was to begin with rigorous research and discovery, analyzing user behavior, pain points, and competitor benchmarks to uncover areas for optimization across Reebok’s digital experience. This research allowed us to prioritize high-impact improvements, ranging from navigation clarity to PDP content hierarchy. With those insights, I translated strategy into action by crafting detailed wireframes and user flows, ensuring that each design decision supported both user goals and business objectives. I focused heavily on usability, visual consistency, and responsiveness, delivering digital architectures that could be seamlessly implemented by the development team. On the project management side, I ensured a cross-functional workflow, aligning product, design, and engineering teams with a clear hierarchy of priorities. I provided consistent documentation, design specs, and performance feedback loops, and took ownership of analyzing implementation outcomes. Each decision was data-informed, rooted in usability principles, and designed to evolve the site through continuous iteration.