In 2013, we launched the Dwell Store with the goal of creating an emblematic collection of products for the modern home and lifestyle.
As a founding member, I led our brand, creative, production, and user experience initiatives while working with over 300 international brands and 500 independent designers. As the overall experience and design lead, I worked closely with product and engineering to ensure we were delivering what was best for our customers and partners— all while creating a world-class commerce experience. As the lead on contextualized commerce, I worked closely with the Dwell Magazine Editor-in-Chief, Photo Editor, and entire team to tastefully integrate the Dwell Store and maintain cross-platform consistency and standards as well as complement content and features.
Curating from products featured in Dwell Magazine and from around the world, we created a comprehensive collection and full
in-house retail experience.
In two years, we grew to over 3,000 products and 7,000 SKUs while working with over 300 brands and 500 product designers. Each product had in-house copy, photo research and retouch, brand and designer info, and intensive QA.
We also built and managed our own marketing, creative, customer service, and led technical and product development efforts to speak to our continued growth.
To align with Dwell's new platform in late 2016, the Dwell Store shifted into a new model to allow for product expansion and contextualized commerce.
More Dwell Store
General Creative
Ads, emails, marketing flyers, packaging, pop-up events, site content, VIP cards, and more
Seasonal Creative
Blog posts, emails, press packages, print and digital catalogs, site marketing, and more
MY ROLE
As a founding member of the Dwell Store team, I oversaw creative, brand, user experience, and production/product pipeline for the Dwell Store. I worked hand-in-hand with our chief merchant on all overarching initiatives and store growth.
As the creative and marketing lead for the Dwell Store, I carefully crafted complementary creative and content strategies to support our merchandising goals and overall brand presence. I oversaw execution and managed respective team members.
As the lead for UI/UX, I worked closely with engineering and product teams to deliver on our core initiatives, refine design requirements, and constantly test and improve the customer experience to increase conversion.
We were a small, scrappy, and dedicated team who achieved a lot in a short time. In less than three years, we put on five pop-ups from LA to SF to Brooklyn, maintained an assortment of over 7,000 SKUs, produced weekly content, and saw orders grow year-over-year at a tremendous rate.