Tommy Hilfiger
UX and Testing
2021 - 2023

Managed user experience design and testing program for Tommy Hilfiger North America (usa.tommy.com).

Key Projects
Design System
Worked on the creation of a comprehensive design system for both Tommy Hilfiger and our sister company Calvin Klein with cross-functional teams and external partners.
Using Figma, we used established branding and content strategies, dev standards, existing style guides, and best practices in design principles and accessibility.
By standardizing design elements across platforms, we improved the
- efficiency of UI/UX development
- ensured brand consistency across global markets
- streamlined workflows
- reduced development time
- supported scalable growth across digital touchpoints.

User Flow streamline (Home & Landing Pages)
Spearheaded the redesign of the homepage using data-driven, multivariate testing strategies to streamline the user fllow at the main point of entry.
We found that having a homepage and a seperate landing page for each gender (men, women, kids) unnecessarily extended the user flow for customers to get to products. It was also difficult for internal teams to maintain consistent updates across 4 different pages at a weekly cadence.
I worked closely with content and data analytic teams to test having one homepage. Testing was successful and implemented.
Launch led to:
- an increase in user engagement
- a lift in conversion rates
- streamlined content updates and maintenance.
Before

Home

Men

Women

Kids
After

Email Neswletter Sign-Up and HTML Templates
Collaborated with CRM teams to optimize HTML email templates on SalesForce Marketing Cloud (SFMC) and redesigned newsletter sign-up modals.
- Collaborated with CRM teams to improve HTML email templates on SFMC
Designed reusable email frameworks, standardizing communications for marketing campaigns.
Conducted user research and A/B testing to iterate on email newsletter sign-up designs, leading to a 315% increase in email sign-ups.
Partnered with cross-functional teams to align messaging and ensure consistency in communication strategies.

Tommy Stories
Created and launched dedicated “Tommy Stories” page to enhance the brand’s storytelling and connect with consumers on a deeper level.
By working with the creative and content teams, I designed a visually compelling hub that showcased the brand’s heritage, ongoing campaigns, and highlighted product lines.
We used this opportunity to also integrate user-generated content from social media feeds that linked to products. “Share Your Style” sections were added to each product line guide.
This page improved user time-on-site and strengthened the brand’s emotional connection with its global audience.

Tommy Stories Hub

Polo Guide with UGC
VR Shop
Worked on the development of a VR summer shopping experienceto create an interactive, virtual retail environment.
Collaborated with internal digital teams and external VR developers to design a seamless user experience that aligned with the brand’s seasonal campaign.
This initiative enhanced brand engagement and explored new pathways for increasing sales through emerging tech, contributing to an increase in seasonal product interest.




