A brand-elevating customer experience for a digital flagship
In the wake of the pandemic, luggage brand TUMI was facing an outdated e-commerce experience, a limited platform, and mounting competitive pressure from digitally native disruptors. A completely rethought and redesigned Tumi.com delivers an experience as refined and purposeful as the performance-driven luxury products it showcases.
Role
Led experience strategy and design through discovery to define future-state vision
Conducted generative research and competitive analysis
Defined a modern digital brand language and codified into a scalable design system
Partnered with marketing, brand, and industrial design leaders to craft product storytelling for the reimagined experience
Directed team of five product designers within a full-stack agile team to design, test, and launch an MVP in seven months
Results
Achieved a 2.3% increase in units per transaction, indicating stronger product discovery and cart building
Streamlined purchase flow reduced mobile drop-off by 3.5%, improving conversion in a high-consideration category
Grew new digital customers by 5.2% year over year, expanding TUMI’s traditionally loyal customer base
Re-platforming drove a 17% year-over-year increase in online sales
Want to learn more?
Full case studies are available upon request. I’m happy to share the work privately.