I co-led the engagement with my design counterpart in Austin, bringing our teams together around a shared direction for the shopping experience. Our goal was to help customers find and purchase products in fewer steps, while supporting Academy’s broad catalogue and opportunities to discover related products. I guided experience quality and design trade-offs alongside my counterpart, balancing customer needs with backend limitations. Our teams developed the detailed journeys and interface designs. We delivered a modern e-commerce experience that was positively received by the client and customers. The engagement grew from a website redesign into a broader digital transformation programme as the client recognised further opportunities for the business.