Columbia Sportswear | Enterprise E-Commerce
Since joining Columbia Sportswear in 2023, I've contributed across a broad range of digital initiatives supporting one of the world's largest outdoor brands.
My contributions have included e-commerce redesign, design system evolution, loyalty experiences, search optimization, product discovery, interactive prototyping, stakeholder storytelling, and future-state product concept development.
At its core, this work has focused on helping evolve a large-scale digital commerce platform through a combination of customer experience design, systems thinking, production design, and strategic communication.
E-commerce Redesign
One of my earliest and most significant contributions at Columbia was helping support the redesign and relaunch of the company's e-commerce experience.
Working alongside product, engineering, and creative teams, I contributed to the visual and interaction design of the new platform through concept development, component exploration, and ongoing experience design. This included helping define how products, content, and commerce experiences would be presented throughout the site while supporting the evolution of an enterprise design system.
Beyond conceptual work, I also contributed to the implementation and migration effort by preparing and organizing large volumes of production-ready assets used across the experience, including product technology content that helps customers better understand Columbia's proprietary innovations and product benefits.
The relaunch continues to serve as the foundation for many of the initiatives featured throughout this page and remains a central focus of my work today.
Prototyping & Stakeholder Storytelling
One of my most impactful responsibilities has been helping communicate future product opportunities across the organization. Many initiatives begin as abstract concepts. To help teams evaluate these opportunities, I created high-fidelity prototypes, presentations, and demonstration videos that transformed ideas into tangible experiences.
These concepts ranged from entirely new features and personalization initiatives to account experiences, AI-powered functionality, and redesigned content templates. Rather than relying on static presentations, I produced fully animated prototype demonstrations that showcased how experiences would function in their ideal state.
These videos combined interaction design, motion, visual storytelling, voiceover, and strategic communication to help stakeholders understand opportunities, compare future concepts against current experiences, and make informed investment decisions.
The audience for this work frequently included executive leadership, directors, and senior stakeholders responsible for funding and prioritizing future initiatives. The goal wasn't simply to present ideas—it was to build understanding, excitement, and organizational alignment around the future direction of the platform.This work ultimately led to receiving Columbia's Above & Beyond Special Achievement Award.
Loyalty & Membership
I helped redesign Columbia Greater Rewards, the experience customers use to manage and engage with their membership benefits after signing into their account.
The experience extends beyond simply displaying reward balances. Members can track earned rewards, review historical activity, explore partner offers, compare membership tiers, and better understand the value available through the program.
My role focused on the UX and UI of the experience itself, including information architecture, content hierarchy, interaction design, and responsive behavior across devices. The goal was to transform what had previously been a largely informational experience into a more engaging destination that encouraged members to actively interact with the program.
Search & Product Discovery
Search is often one of the fastest paths between customer intent and conversion.
I contributed to the redesign of Columbia's search experience, helping customers navigate a product catalog spanning thousands of products through improved search results, content recommendations, category discovery, and product suggestions.
Most recently, I helped design the user experience for Visual Search, a feature that allows customers to upload a photo and receive recommendations for visually similar Columbia products. While the underlying technology was powered by a third-party solution, my work focused on creating an intuitive and approachable customer experience around the feature.
The broader objective across these initiatives was simple: help customers find the right product faster and reduce the friction of navigating a large catalog.
Design Systems
A significant portion of my work at Columbia has involved contributing to the company's evolving design system.
Working within a collaborative team environment, I helped create and refine components used across the digital experience, ensuring consistency, scalability, and usability across a large ecosystem of pages and features.
One particularly visible contribution was the redesign and standardization of the site's iconography library. This effort established more consistent sizing, alignment, and visual behavior while improving the overall cohesiveness of the interface.
In addition to component creation, I regularly collaborated with teammates to evaluate new patterns, support documentation efforts, and ensure design solutions aligned with broader system standards.
— Shout out to the new Columbia Website, featured on The Rock Fight Podcast (44:42)
Key Areas of Contribution
• Stakeholder Storytelling
• Customer Experience Optimization
• Cross-Functional Collaboration
• Product Concept Development
• Enterprise E-commerce
• Design Systems
• Loyalty & Membership
• Search & Discovery
• Interactive Prototyping
Working at Columbia has given me the opportunity to help shape digital experiences at scale while exploring the intersection of design systems, e-commerce, product strategy, and visual storytelling.