Product Management | E-Commerce Strategy
Goal
Work
Led the strategic redesign of Ashwa’s website to prioritize customer needs while achieving scalable performance. Collaborated across teams to create a cohesive platform that seamlessly transitioned users between browsing, purchasing, and post-sale engagement. Focused on streamlining the e-commerce experience to increase engagement and support business growth
Oversaw the development of flexible tools for product management and customer-facing design solutions, ensuring alignment with the brand’s mission of providing versatile, travel-inspired fashion.
End result
Platform Engagement
Conversion Rate
User Retention
Bounce Rate
Collaborated with cross-functional teams to establish a platform that reinforced Ashwa’s identity as a modern, eco-conscious travel lifestyle brand. Designed and implemented storytelling elements that showcased the core values of versatility and sustainability. This effort created a cohesive brand experience, fostering trust and loyalty among its audience.
Led a comprehensive user journey analysis to identify friction points in the browsing and checkout processes. Partnered with designers and developers to implement intuitive navigation, streamlined checkout flows, and personalized shopping features. These enhancements ensured a smooth transition for customers between product discovery and purchase, aligning with the brand’s goal to cater to professionals balancing work and leisure.
Managed the implementation of responsive and scalable design solutions to support Ashwa’s growth. Directed updates to ensure the platform could adapt to user demands, including mobile-first optimizations and scalable backend performance. By aligning technical and user requirements, the platform was positioned to grow with the brand’s expanding customer base.
