Overview

I led the redesign of the Vans North America website to align with the Canvas Design System, modernizing a high-traffic commerce experience while improving usability, accessibility, and performance. The work balanced brand expression with system consistency and delivered measurable gains in conversion and compliance across desktop and mobile.

Challenges

• Migrating legacy pages into a shared design system without diluting Vans’ brand identity

• Simplifying complex PDP interactions such as color and size selection

• Reducing visual and cognitive overload while preserving a bold aesthetic

• Meeting WCAG accessibility standards at scale

• Integrating brand-specific third-party tools into the new design without breaking system consistency, accessibility, or performance

Approach

I took a systems-first approach, auditing legacy patterns and consolidating them into reusable, Canvas-aligned components. I partnered closely with Product and Engineering to define success metrics, validate feasibility early, and guide decisions through research, accessibility audits, and iterative testing.

Solution

• Redesigned PDPs and PLPs with clearer hierarchy using Canvas components

• Streamlined navigation and checkout flows to reduce friction

• Defined integration patterns to ensure third-party tools aligned with system standards

• Consolidated typography, spacing, and interactions to improve clarity and accessibility

• Partnered with Engineering to deliver responsive, performant implementations

Outcome

• +9% increase in checkout conversions from the PDP

• Avoided approximately $1.2M annually in accessibility fines

• Improved site performance and organic Google search rankings

• Strong user feedback on clarity, navigation, and visual polish

My Role

Senior Product Designer owning end-to-end design execution. Led UX and UI strategy, design system adoption, and cross-functional alignment across Product, Engineering, Accessibility, and third-party partners.