Bath & Body Works Mobile App Redesign

Modernizing Mobile Commerce Through a Native-First Experience

I led the redesign of the Bath & Body Works mobile app, transforming a webview-based shopping experience into a native commerce platform. Working closely with Product, Engineering, Marketing, Creative, and executive stakeholders, I helped define the vision, establish priorities, and deliver a scalable foundation for future commerce experiences.

The Challenge

Bath & Body Works had invested heavily in its mobile app, but much of the shopping experience still relied on embedded webviews. While functional, the experience felt disconnected from modern app expectations and limited the team's ability to create a seamless commerce journey.

Defining Success

This project was about more than redesigning screens. We saw an opportunity to establish a stronger mobile foundation, improve customer engagement, and create patterns that could scale across future initiatives.

Success Metrics

• Increase conversion and engagement

• Improve mobile adoption

• Create scalable design patterns

• Establish a stronger mobile identity

• Support long-term commerce growth

My Approach

The project required balancing customer needs, business goals, and technical constraints. To move quickly while maintaining alignment, I worked closely with cross-functional partners throughout discovery, planning, and implementation.

Define

With a clear understanding of customer needs, we aligned around a vision for a native-first shopping experience and prioritized an MVP that could be delivered within launch constraints.

• Defined experience principles

• Established MVP scope

• Prioritized customer-impact areas

• Facilitated stakeholder alignment

Key Decisions & Tradeoffs

Balancing Customer Experience and Delivery Constraints

A significant part of this project involved making difficult prioritization decisions. With a fixed launch timeline and technical limitations, we needed to focus on delivering the greatest customer and business impact.

Native Checkout vs. Webview Checkout

Constraint

The original plan considered keeping checkout as a webview experience to reduce implementation effort.

Decision

I advocated for investing in a native checkout experience as part of the MVP.

Why It Mattered

Checkout is one of the most critical moments in the customer journey. Creating a native experience improved continuity, increased trust, and reinforced the value of shopping through the app.

Defining a Focused MVP

Constraint

Not every feature could be redesigned before launch.

Decision

We prioritized improvements to the highest-traffic shopping journeys while creating a roadmap for future enhancements.

Why It Mattered

This approach allowed us to launch meaningful improvements without sacrificing quality or delaying delivery.

Designing for Scale

Constraint

Legacy systems limited what could be delivered immediately.

Decision

We established reusable patterns and components that could support future releases.

Why It Mattered

The goal wasn't simply to launch a redesign—it was to create a foundation that could continue evolving long after launch.

Design Leadership

In addition to designing the experience, I played a key role in helping teams stay aligned throughout the project. Success depended not only on strong design execution, but also on communication, collaboration, and shared ownership across teams.

Leadership Contributions

• Presented work to executive leadership

• Mentored internal and partner designers

• Partnered closely with Product and Engineering

• Established mobile design patterns

• Supported implementation and QA

Experience Highlights

Native Shopping Experience

The shopping experience was redesigned to feel purpose-built for mobile, replacing webview interactions with intuitive native patterns that improved usability and engagement.

Highlights

• Native navigation model

• Updated product discovery

• Improved browsing experience

• Faster, more seamless interactions

Cart & Checkout

Shopping carts often become lengthy, particularly during promotional periods. We focused on improving visibility into key actions and reducing friction throughout checkout.

Highlights

• Persistent checkout CTA

• Order summary visibility

• Improved payment experience

• Reduced friction for large carts

Loyalty & Personalization

Loyalty plays a major role in customer retention and repeat purchases. We explored ways to make rewards easier to understand and more accessible throughout the shopping journey.

Highlights

• Reward visibility improvements

• Progress indicators

• Simplified redemption

• Stronger integration across shopping flows