Designing and testing for conversion.

The problem

Our collection pages relied on product shots and promotional tiles — yet in email, UGC campaigns consistently outperformed our standard ones.

The solution

A UGC collection template, A/B tested on the anklets collection against our standard template with promotional tiles.

My role

Spotted the pattern in email, proposed the test, and designed the UGC templates for anklets and then sunglasses.

Relative lift in conversion rate from a 7-week A/B test on the anklets collection (Feb–Mar 2025, Intelligems). UGC won and was rolled out to other collection pages, starting with sunglasses. The standard template held a slight edge on order value in the US, so the next step was a hybrid that mixes UGC with product shots.

The problem

Customers kept reaching out through customer care and DMs to ask which pieces a model was wearing. Finding a full look on the site wasn’t seamless.

The solution

A Shop the Look drawer that lists every piece in the look, so shoppers can add them all without leaving the page.

My role

Researched established shop-the-look patterns in fashion retail, then adapted the best fit for JENNY BIRD, designing the desktop drawer and mobile bottom sheet.

The problem

As JENNY BIRD added more gift bag colours and sizes, the single-product layout in the cart couldn’t hold the growing range — and we didn’t want to add steps before checkout.

The solution

Compact, reusable product cards in the cart, each showing colour, size and price, with a one-tap Add button.

My role

Redesigned the gift bag area of the cart, replacing the single-product layout with modular cards that new bags could slot into.

The problem

Many pieces belonged to product families, with different sizes or closely related styles. The product page only showed the piece the customer clicked, so finding another size or style meant going back to the collection.

The solution

“More sizes” and “More styles” selectors on the product page that link every piece in the family, so shoppers can switch between them without leaving the page.

My role

Came up with the idea and designed the selectors for desktop and mobile to help shoppers discover related styles and sizes without navigating back.