NEIMAN MARCUS GROUP
Optimizing the Core Conversion Engine
A multi-brand mobile PDP framework for Neiman Marcus and Bergdorf Goodman, validated through A/B testing and design-led data.
The Challenge: High-Stakes Optimization
The Neiman Marcus Group required a mobile experience that matched its reputation for excellence while overcoming critical performance hurdles, including high bounce rates and stagnant conversion metrics. The objective was to revitalize an underperforming PDP by addressing low Add-to-Bag (ATB) frequency and transforming a legacy interface into a high-velocity commerce engine capable of supporting enterprise growth and the elevated expectations of a modern luxury audience.
The Approach: Test, Validate, Scale
I partnered with internal product and engineering teams to architect a high-performance mobile PDP framework that focused on maximizing conversion through a data-driven approach. By finding the balance between rigorous A/B testing and the brand’s visual heritage, I helped develop a robust, scalable shopping journey that drove measurable business value. This methodology allowed us to prove the concept at Neiman Marcus before deploying a refined version for the Bergdorf Goodman flagship, ensuring we hit key performance benchmarks while preserving the sophisticated digital environment synonymous with both brands.
As Senior Manager of Product Design at Neiman Marcus Group, I led the effort to rethink the mobile shopping experience for both Neiman Marcus and Bergdorf Goodman. This wasn't just about a fresh look, it was about making the journey smoother for our customers and more effective for the business. By collaborating closely with our product and tech teams, we tested new ideas at Neiman Marcus to see what truly clicked, then brought those proven wins to life at Bergdorf Goodman. The result is a high-performance shopping engine that feels just as premium as the brands themselves.
ROLE
Senior Manager, Product Design
FOCUS
Strategic Leadership, UX Strategy & Analysis, Data-Driven Design
TIMELINE
2025
TEAM
Product Management, Engineering, Brand/Creative, Internal Senior Leadership
Competitive Benchmarking & Insight
We kicked things off by looking at other luxury leaders and top-performing commerce sites to see where our mobile experience could improve. By balancing our business goals with what our shoppers actually needed, I realized that a cleaner, more intuitive layout would make shopping feel effortless and keep customers engaged from start to finish.
Data-Driven Design & Validation
Using these insights, I developed high-fidelity prototypes and a series of A/B/C testing layouts to de-risk the design process. By running A/B/C tests, we could see exactly which layouts led to higher Add to Bag and conversion rates in real-time. This took the guesswork out of the process, ensuring our final design was backed by actual customer behavior and proven performance data.
Scaling the High-End Experience
After seeing our framework succeed with Neiman Marcus’s high-volume traffic, I led the effort to bring those wins over to Bergdorf Goodman. We tailored the design to fit BG's ultra-luxury feel, introducing much larger, high-resolution imagery and adding essential features, like size guides, that were completely new to their mobile site. I stayed close to the project through every step of testing and polishing to ensure the final result was seamless and met the high standards our customers expect from a flagship experience.
Impact & Results
Strengthened the bottom line by launching a more efficient mobile experience that increased revenue per visit and grew the average order value across the brand portfolio.
Turned shopper interest into action through smart design choices, resulting in a higher frequency of add-to-bag clicks and a clear lift in our overall conversion rates.
Proved the impact of performance-led design by linking a smoother customer journey directly to the company's financial health, including a measurable increase in the number of units purchased per visit.