Fairwinds Flashcards
Tell me about yourself.
I’m a product designer based in Los Angeles.
Until recently, I held a position as a product designer at David’s Bridal for the past year.
My role consisted of designing David’s new service, a wedding planning/vendor marketplace called Pearl by David’s so I worked in both realms of B2C and B2B from the early stages of inception to launch which included creating low-to-high fidelity prototypes, user journeys, journey maps, developing and managing the design system and presenting to c-executives on a bi-weekly basis.
All while iteratively redesigning David’s e-commerce routing pages like the product listing and details pages.
Unfortunately, a significant layoff occurred, and our entire product team, including myself was let go.
So now I’m currently exploring specializing in the e-commerce industry. and I want to continue applying my knowledge and incorporating it into real practical projects in my next role.
Over the past year, I’ve dedicated time to studying and familiarizing myself with the e-commerce UX research conducted by reputable sources like Baymard and Nielsen Norman. This really provided me with valuable insights into the best practices for optimizing UX in e-commerce so I’m just very eager
Walk me through your resume.”
My degree in visual communication trained me with a solid understanding of design principles and the art of conveying messages through visual elements. Early in my career, I was a digital designer for Fashion PR firms and an independent women’s magazine here in LA. During this time, I really honed my skills in crafting visual designs for various digital platforms, including social media, email newsletters, and web banners.
As I continued to further my education through online courses, I discovered the power of empathy-driven design and product design. and a fire ignited in me to expand my skill set and delve deeper into the world of product design so I transitioned my focus to product design.
Over the past five & a half years, I’ve obtained two UX certificates and started my product design journey at OYA, a startup that’s B2B&B2C women’s networking app. Unfortunately, the business didn’t go anywhere so after two years there, I took up freelance work while traveling, collaborating on projects for companies like terra kaffe, Chegg, and various other projects with different agencies. and most recently, I spent the last year at David’s Bridal, where I contributed to the development of a wedding planning/vendor marketplace and redesigned their e-commerce routing pages.
Why are you interested in this role?
I’ve already read up on UX research conducted in the luxury e-commerce space, and it’s really interesting to discover that a lot of luxury brand websites prioritize aesthetics over UX. For example, I think it was Fendi they had cards on their product listing page that didn’t show any of the important attributes that a customer would look for in the default state instead they had it hidden in the hover state. That makes it much harder for customers to compare products and it eventually leads to site abandonment and they’ll go on luxury department sites to find the same item.
So I’m very excited to take on the challenge of improving UX in the luxury industry without compromising aesthetics, as well as finding ways to balance aesthetics and UX in a mutually beneficial manner.
How do you collaborate with others, and who do you frequently collaborate with?
Our collaborative team comprised a diverse group of professionals, including a product manager, a UX team consisting of two product designers, including myself and a UX director, a Chief Digital Experience Officer, the Head of Pearl’s Digital Experience, and the development team, and head of digital for the whole company. Together, we formed a strong and cohesive unit working towards our shared goals for the company. This was the team that met several times a week.
What is your design process?
We (I) follow the design thinking process.
Although while following to this process, our team did have budget and time constraints so we were unable to conduct extensive user research through methods like user interviews, surveys, or card sorting. Instead, we utilized alternative approaches such as competitive analysis, gathering insights from wedding forums, and even engaging with wedding groups on platforms like Discord.
These methods still allowed us to gather valuable information and insights within the given constraints to be able to create personas, journey maps, and ux strategies in the define phase.
Then in the design phase, I designed everything from wireframes, low to high fidelity prototypes, UI flows and then interactive prototypes.
In the testing phase,
We frequently conducted A/B testing testing with Google optimize using the new designs with the existing design as the control. We actually grew our conversion rate by 180% within 4 months after our david’s ecomm redesign. Which is advertised on most of our executives linkedin. We’re very proud of that.
Describe yourself in 3 words.
Self-starter - I will look for problems to solve before anyone tells me.
I love to take on complex challenges that get my brain tickling and in a flow zone.
Hell yes - you have and idea you want to try i’m on board unless it really hurts our users experience.
Do you have specific experience with the luxury fashion industry?
I have experience working in the luxury fashion industry as a sales associate. I’ve worked at Bloomingdales, and Tory Burch in college and I’ve worked at a fashion pr firm called sho + co that worked with a few luxury brands.
But not as a product designer.
Do you have any questions?
So what are some of the milestones for this project and what are the expected deliverables?
- Do you know the people I’ll be interacting with on a daily basis?
- What is the rest of the interviewing process like?
Ending.
Thank you for having me and taking the time. I really enjoyed this.
I hope you have a good day.
Tell me about a time when your design or ux opinion was contrary to others?
To support my argument, I conduct user research and gather data on user preferences and behavior. I present my findings to the team, emphasizing the advantages of the proposed design approach, such as improved discoverability and ease of use.
Encouraged an open discussion and encouraged the team to consider the user’s perspective helps to team achieve optimal design outcomes.
