1 year & ongoing
Product · Engineering · Creative & Marketing · Content · Business Stakeholders
Bath & Body Works
Transforming a webview shopping experience into native mobile commerce
Overview
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.
My Role
Lead Product Designer
Duration
Multi-phase
Team
Product · Engineering · Creative & Marketing · Content · Business Stakeholders
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.
Customer Pain Points
Inconsistent navigation patterns
Shopping flows that felt like mobile web
Reduced trust during checkout
Friction moving between experiences
Business Challenges
Limited ability to scale experiences
Technical debt from legacy approaches
Growing need for mobile commerce
Business Challenges
Limited ability to scale experiences
Technical debt from legacy approaches
Growing need for mobile commerce
Business Challenges
Limited ability to scale experiences
Technical debt from legacy approaches
Growing need for mobile commerce
Defining Success
Increase conversion and engagement
Improve mobile adoption
Create scalable design patterns
Establish a stronger mobile identity
Support long-term commerce growth
Research & Discovery
To understand the problem deeply, I led a comprehensive research effort:
Evaluated customer feedback and concept testing results
Audited current shopping experiences end-to-end
Identified friction points across key shopping flows
Collaborated with cross-functional partners throughout discovery
My Approach
The project required balancing customer needs, business goals, and technical constraints. I worked closely with cross-functional partners throughout discovery, planning, and implementation.
1
Discover
Reviewed concept testing insights, customer feedback, and existing shopping behaviors to identify the biggest opportunities for improvement.
Evaluated customer feedback
Reviewed concept testing results
Audited current shopping experiences
Identified friction across key flows
2
Define
With a clear understanding of customer needs, we aligned around a vision for a native-first shopping experience and prioritized an MVP within launch constraints.
Defined experience principles
Established MVP scope
Prioritized customer-impact areas
Facilitated stakeholder alignment
3
Deliver
As designs moved into production, I partnered closely with Engineering and Product to ensure quality and consistency while adapting to evolving requirements.
Designed core commerce experiences
Created scalable patterns and components
Supported implementation and QA
Guided iterative improvements
Key Decisions & Tradeoffs
Balancing customer experience and delivery constraints required difficult prioritization decisions throughout the project.
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 on strong communication, collaboration, and shared ownership across teams.
Presented work to executive leadership
Mentored internal and partner designers
Established mobile design patterns
Supported implementation and QA
Partnered closely with Product & Engineering
The Solution
We redesigned the entire mobile shopping experience to feel purpose-built for native iOS and Android, replacing webview interactions with intuitive native patterns. Key improvements included a native checkout flow, an enhanced cart experience for large promotional carts, and improved loyalty and rewards visibility throughout the shopping journey.
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.
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.
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.
Reward visibility improvements
Progress indicators
Simplified redemption
Stronger integration across shopping flows
Impact & Results
+20%
YoY Mobile App Traffic
33%
of All Mobile Traffic Now Comes Through the App
50%
of Total Digital Traffic Driven by the App
65%
Incremental Digital Revenue Growth
Key Learnings
1
Native experiences build trust at the moments that matter most — advocating for native checkout despite added complexity was the right call
2
Scope discipline enables quality: focusing the MVP on highest-traffic journeys allowed us to ship meaningful improvements without compromising the experience
3
Scalable foundations outlast any single launch — the reusable patterns we established continued delivering value well after go-live
Interested in learning more?
Bath & Body Works
E-commerce mobile app
20% increase in app traffic
Accelerate by HIMSS
Healthcare professional network
Scaleable design system
Xcel Energy
Utility Workforce Platform
Critical field workflows
© 2026 All rights reserved.
Back to Home
1 year & ongoing
Product · Engineering · Creative & Marketing · Content · Business Stakeholders
Bath & Body Works
Transforming a webview shopping experience into native mobile commerce
Overview
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.
My Role
Lead Product Designer
Duration
Multi-phase
Team
Product · Engineering · Creative & Marketing · Content · Stakeholders
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.
Customer Pain Points
Inconsistent navigation patterns
Shopping flows that felt like mobile web
Reduced trust during checkout
Friction moving between experiences
Business Challenges
Limited ability to scale experiences
Technical debt from legacy approaches
Growing need for mobile commerce
Defining Success
Increase conversion and engagement
Improve mobile adoption
Create scalable design patterns
Establish a stronger mobile identity
Support long-term commerce growth
Research & Discovery
To understand the problem deeply, I led a comprehensive research effort:
Evaluated customer feedback and concept testing results
Audited current shopping experiences end-to-end
Identified friction points across key shopping flows
Collaborated with cross-functional partners throughout discovery
My Approach
The project required balancing customer needs, business goals, and technical constraints. I worked closely with cross-functional partners throughout discovery, planning, and implementation.
1
Discover
Reviewed concept testing insights, customer feedback, and existing shopping behaviors to identify the biggest opportunities for improvement.
Evaluated customer feedback
Reviewed concept testing results
Audited current shopping experiences
Identified friction across key flows
2
Define
With a clear understanding of customer needs, we aligned around a vision for a native-first shopping experience and prioritized an MVP within launch constraints.
Defined experience principles
Established MVP scope
Prioritized customer-impact areas
Facilitated stakeholder alignment
3
Deliver
As designs moved into production, I partnered closely with Engineering and Product to ensure quality and consistency while adapting to evolving requirements.
Designed core commerce experiences
Created scalable patterns and components
Supported implementation and QA
Guided iterative improvements
Key Decisions & Tradeoffs
Balancing customer experience and delivery constraints required difficult prioritization decisions throughout the project.
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 on strong communication, collaboration, and shared ownership across teams.
Presented work to executive leadership
Mentored internal and partner designers
Partnered closely with Product & Engineering
Established mobile design patterns
Supported implementation and QA
The Solution
We redesigned the entire mobile shopping experience to feel purpose-built for native iOS and Android, replacing webview interactions with intuitive native patterns. Key improvements included a native checkout flow, an enhanced cart experience for large promotional carts, and improved loyalty and rewards visibility throughout the shopping journey.
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.
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.
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.
Reward visibility improvements
Progress indicators
Simplified redemption
Stronger integration across shopping flows
Impact & Results
+20%
YoY Mobile App Traffic
33%
of All Mobile Traffic Now Comes Through the App
50%
of Total Digital Traffic Driven by the App
65%
Incremental Digital Revenue Growth
Key Learnings
1
Native experiences build trust at the moments that matter most — advocating for native checkout despite added complexity was the right call
2
Scope discipline enables quality: focusing the MVP on highest-traffic journeys allowed us to ship meaningful improvements without compromising the experience
3
Scalable foundations outlast any single launch — the reusable patterns we established continued delivering value well after go-live
Interested in learning more?
Bath & Body Works
E-commerce mobile app
20% increase in app traffic
Accelerate by HIMSS
Healthcare professional network
Scaleable design system
Xcel Energy
Utility Workforce Platform
Critical field workflows
© 2026 All rights reserved.
Back to Home