Fabletics.com
Helped scale a subscription athleisure brand to 833% year-over-year subscriber growth.
Fabletics, a subscription athleisure brand co-founded by Kate Hudson, brought me in as an in-house UX designer within TechStyle's product team, working on three initiatives at once: subscription checkout, a new product line launch, and a loyalty program.
Discover
I worked from existing analytics and funnel data with the marketing and creative teams to see where subscribers were dropping off in checkout, and where the loyalty program needed to slot into an already busy purchase flow.
Define
I scoped three distinct flows that had to share one system: subscription mobile checkout, the launch of a new women's bra line, and a customer loyalty rewards program — each touching mobile, tablet, and desktop differently.
Design
I built wireframes and user flows for all three, then high-fidelity UI, working shoulder-to-shoulder with creative and marketing so the shopping experience stayed consistent across every screen size.
Validate
Changes to checkout and onboarding went through A/B testing before full rollout — standard practice on a subscription business where small funnel changes compound fast across hundreds of thousands of members.
The subscription division grew subscribers 833% in a single year; checkout and onboarding were two of the surfaces under direct redesign during that period.
Open to senior product design roles
Remote, US hours — full-time or contract. Happy to walk through the decisions behind any case study here.