Relaunch of the Urban Outfitters global website on a fully responsive platform.
Redesigned with new content types and modular templates, alongside updated navigation, product detail pages, and search.
Digital platforms inevitably reach inflection points: teams want to adopt new technology, but upgrades risk disrupting what already works. This project required close coordination across design, product, and engineering; balancing new features with the stability of a high-performing ecommerce system, where even minor outages carry immediate revenue impact.
My team led art direction, editorial direction, content system design, and brand strategy. Our primary target was ensuring the new platform maintained a consistent voice while supporting a more flexible, scalable publishing model.
Redesigned with new content types and modular templates, alongside updated navigation, product detail pages, and search.
Digital platforms inevitably reach inflection points: teams want to adopt new technology, but upgrades risk disrupting what already works. This project required close coordination across design, product, and engineering; balancing new features with the stability of a high-performing ecommerce system, where even minor outages carry immediate revenue impact.
My team led art direction, editorial direction, content system design, and brand strategy. Our primary target was ensuring the new platform maintained a consistent voice while supporting a more flexible, scalable publishing model.
