USC Elevation & Re-platform
Overview
USC’s digital experience needed to better reflect its repositioning as a destination for branded fashion.
The work developed across two connected phases: first, elevating the existing e-commerce journey through targeted UX/UI improvements; then creating a stronger design foundation to support USC’s move to a new platform.
Role
As Design Lead, I led the UX/UI direction for the elevation and created the elevated design system used for the replatform.
My focus was the customer experience, visual direction and scalable component foundations, working alongside the development teams responsible for the technical migration.
Impact
The elevation introduced clearer navigation, stronger visual hierarchy and more consistent journeys across key e-commerce touchpoints.
These designs increased conversion by 20.5%, reduced bounce rate by 28.9% and increased page views by 118.8%. The resulting design language then informed the system created for USC’s new platform.
