Express*, an online shopping platform, needed to rethink their consumer experience to provide unique membership value for a declining audience.

I helped them ideate 18 opportunities, design 30+ features, and test a final suite 6 concepts, gathering insights and market feedback from focus groups of consumers and brands & retailers. Then, our team led them through a rapid process of prioritization based on a DVF assessment (desirability, viability, and feasibility), establishing a roadmap for 3 ideas spanning core shopping experiences, post-purchase order tracking, and loyalty program aggregation.

*NDA: Client name changed for confidentiality