👠 DSW

DSW Responsive Loyalty Platform

🌟 Developed a mobile-first e-commerce experience for DSW with dynamic features based on inventory, location, and membership data-boosting customer engagement and driving loyalty program adoption.

🔹 Strategy Snapshot

📦 Industry: Retail / eCommerce

🚧 Challenge: DSW’s legacy site lacked personalization and dynamic inventory awareness, leading to missed sales, customer frustration, and low loyalty engagement, especially on mobile.

🛠️ Solution: Built a mobile-first experience with conditional logic for inventory, location, and loyalty status—driving real-time personalization, faster checkout, and stronger customer retention.

🔸 Role & Results

🎯 Role: PIM/DAM & SAP Product Strategy Consultant

📊 Result:

📦 Improved data accuracy and asset consistency

⏱ Cut product launch time by weeks

🔄 Enabled self-service product updates

📅 Timeframe: 2017–2018

The Full Story

1. ❗ The Challenge

DSW needed to modernize its digital storefront to serve a rapidly shifting customer base that expected real-time inventory accuracy, personalized content, and seamless loyalty rewards. Its legacy platform lacked flexibility, causing friction in the user journey and limiting conversion during high-volume campaigns.

2. 🎯 The Approach

To solve this, I helped design a mobile-first framework that surfaced relevant SKUs and promotions dynamically. Loyalty members were presented with exclusive offers, and frequent shoppers saw early access deals or store-specific availability.

Key steps:

Conditional product visibility based on location and inventory APIs
Loyalty tier-aware UI components for rewards and perks
Personalized prompts tied to previous purchases or in-store behaviors
Streamlined mobile flows for fast repeat checkout

3. 🛠️ Frameworks Used

Tools:

We utilized a responsive design system with conditional components, backed by a modular personalization strategy:
Context-Aware Inventory Framework
Loyalty Tier Mapping UX
Mobile-First Checkout Optimization
E-Commerce Conversion Funnel Tracking
Behavior-Based Offer Triggers

4. 🧩 Results & Impact

Results: Check it out here: DSW →

Impact:

✅ Increased mobile conversion and repeat purchase rates

✅ Loyalty membership engagement has increased significantly post-launch

✅ Enabled geo-based promos and store-specific targeting

✅ Reduced cart abandonment through dynamic product visibility

✅ Strengthened the brand’s digital presence and user retention

“Work shown reflects my strategic contributions; all assets are property of DSW”

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