Scaling Commerce for Global Growth

My role

As Design Director and lead IC, I shaped the UX strategy and execution for Fully’s digital transformation, translating a bold brand shift into a scalable commerce experience:

• Led UX strategy for the custom configurator—mapping flows, prototyping interactions, and guiding real-time visual logic in collaboration with dev and brand teams

• Directed user testing with internal stakeholders to validate configuration logic and reduce support burden

• Defined compositing specs and asset requirements—ensuring performance and fidelity while enabling customer confidence

• Aligned internal, agency, and stakeholder teams through shared tools, systems thinking, and cross-review collaboration

Migrated to a scalable commerce stack

Replatformed from Magento 1 to Adobe Commerce, setting the foundation for growth.

• Created a flexible architecture to support new features, markets, and checkout flows

• Extended global payment gateways and built in currency/language logic

• Future-proofed backend and frontend systems for post-acquisition integrations

Designed a custom product configurator

Led the UX & strategy for a highly visual, real-time configuration tool that mirrored the in-store guided experience.

• Directed the interaction model and user flow to reduce friction and decision fatigue

• Partnered with customer service to validate prototype logic based on real-world ordering behavior

• Spearheaded asset strategy with the brand team, ensuring spec alignment and visual accuracy

• Collaborated closely with developers to fine-tune performance and compositing, creating an experience that was both intuitive and scalable

• Reduced support tickets and dependency on customer service during the product selection journey

Integrated brand and UX

Transitioning from Ergo Depot to Fully wasn’t just a name change—it was a brand reset.

• Partnered closely with creative direction from Studio Jelly to translate brand elements into scalable digital components

• Led prototyping and testing to ensure fidelity between UX and evolving identity

• Orchestrated buy-in across internal and external teams through shared tools and ongoing design reviews

Strategy in action

Fully’s transformation asked for more than clean UX—it required systems thinking across configuration logic, platform flexibility, and operational scaling. The following strategies helped guide decisions that balanced depth with usability and set the stage for growth.

• Customization vs. Complexity: We balanced deep configurability with UX clarity—designing for choice without overwhelming the user.

• Impact-oriented decisions: Every feature was vetted through prototyping, user testing, and internal stakeholder reviews—including customer service feedback loops that shaped key flows.

• Cross-team alignment: Through collaborative workshops, shared Figma libraries, and regular review cycles, we kept brand, strategy, dev, and product rowing in sync.

• Acquisition-readiness: The rebuild gave Fully the structure and polish that helped support its $35M acquisition by Herman Miller.