Bath and Body Works
During my internship on the UX Selection team at Bath & Body Works, I collaborated with front-end and back-end developers to produce design solutions that supported the launch of a new version of the company’s native app and website.
Overview
My role focused on optimizing the in-store user journey by bridging the gap between corporate brand identity and individual customer needs. I observed that decision paralysis often occurred during complex seasonal floor updates due to visual saturation. To address this, I utilized visual hierarchy principles to maintain organized, accessible product displays and applied active listening to streamline the customer’s selection process. The goal was to reduce friction at the point of sale and ensure that every physical interaction felt as personalized and intuitive as the brand’s digital presence.
year
2025
timeframe
Summer 2025
tools
Figma, Jira, Confluence & Quantum Metrics
category
Internship
What did I do?
My capstone and design iterations focused on increasing engagement within the app’s homepage while strengthening the integration between user experience and brand collaborations. I discovered that our brand messaging and campaigns were being diluted due to poor optimization of the page. To address this, I analyzed user metrics and click maps to maximize screen real estate and design more engaging, meaningful branding interfaces. The goal was to reduce underutilization across key user groups and make the app feel more personalized and tailored.
01
A focused slide on my overview of approach for my capstone project.
My time with B&BW
I had the privilege of working with an incredible team at Bath & Body Works to build out our design system and Figma component library. I’m proud of how we used data to back our design decisions, ultimately creating smoother journeys for our customers and driving value for the brand.
Let's talk more
Please reach out me for further details, as some of the information is sensitive but can be shared upon request.
Process
