Boxed
Boxed was a data-driven, technology company masquerading as an e-commerce wholesale club experience and was the second company I founded.
With the core founding team of Astro Ape Studios, we left Zynga to solve a problem and fill a gap in the market by building a digital, mobile-first, direct-to-consumer, e-commerce wholesale club, from a garage, to the floor of the New York Stock Exchange.
Underneath, the bones were a tech company whose home-grown internal systems and tools enabled nearly $200m in annual revenue to run through its rails and whose sophistication was enough to empower other retailers via its SaaS spin-off, Spresso.ai.
Predominantly as Head of Product Design, I focused my efforts as being a champion for the customer and delivering the best holistic experience possible.
Brand Identity
As the Chief Creative Officer, I have had the responsibility of spearheading the creative vision and strategy for our organization, driving innovation, and shaping a cohesive design system that has transformed our brand identity across all touch points. With a deep understanding of design principles and a passion for pushing boundaries, my contributions have been instrumental in creating a dynamic and unified visual language that resonates with our target audience and was cohesive across web, mobile, app, social and marketing.
Design Systems
I recognized the need for a robust design system that would not only enhance our brand's aesthetic appeal but also streamline our workflow and ensure consistency across all touchpoints. With this goal in mind, I led a team of talented designers, collaborating closely with stakeholders from various departments to define and implement the design system.
I guided the development of a comprehensive set of brand guidelines, encompassing everything from typography, color palettes, and iconography to layout principles, motion design, and interactive elements. By establishing clear and concise rules, I empowered our designers to create compelling visuals that align seamlessly with our brand identity while fostering creativity and innovation.
Recognizing the importance of collaboration and cross-functional synergy, I facilitated workshops and design thinking sessions to engage team members from diverse backgrounds. Through these collaborative efforts, we were able to gather valuable insights, perspectives, and ideas, fostering a sense of ownership and pride among the entire team.
Moreover, I championed the importance of usability and accessibility, ensuring that our design system adhered to industry best practices and met the needs of our diverse user base. By conducting thorough research, user testing, and iterative design cycles, we refined our design system to provide an exceptional user experience while maintaining a consistent visual language.
E-commerce Features
