A digital flagship delivering a brand-elevating customer experience
In the wake of the pandemic, luggage brand Tumi was facing an outdated e-commerce experience, a limited platform, and mounting competitive pressure from digitally native disruptors.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 six months
Results
Achieved a 2.3% increase in units per transaction, indicating stronger product discovery and cart building
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
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Full case studies are available upon request. I’m happy to share the work privately.