Victoria’s Secret
Role
Senior Digital Designer
2021 – Apr 2025
Remote/Full-Time/In-House
Space of work
App Design • Website Design • Email Design • Art Direction for Sale Campaigns
Challenge
The Victoria’s Secret App serves as a key digital touchpoint for a large, constantly evolving retail business, with frequent updates across the Home, Shop, Bra, and Offers experiences. However, maintaining a consistent and intuitive experience across these areas required a more scalable design approach.
As business needs changed daily, the design team also needed a faster, more efficient way to execute updates without sacrificing usability, accessibility, or brand consistency.
Soultion
I focused on creating a more cohesive and scalable UX system for the app by developing comprehensive style guides and reusable design components. This established a consistent visual and interaction language across the app while making it easier to design and implement new experiences.
I also streamlined the workflow for daily updates, creating a more efficient process for responding to evolving business needs while maintaining a high-quality customer experience.
The result was a more consistent, scalable design foundation that supported both the day-to-day needs of the business and the continued evolution of the Victoria’s Secret App.
E-commerce Shopping App
App Design
The primary digital channel I supported at Victoria’s Secret was their mobile App. My role was centered on maintaining and evolving the app’s user experience across its Home, Shop, Bra, and Offers tabs.
Owner and creator of the app style guide and built design components to ensure cohesion with daily updates.
Pre-season floorset design and presentation to leaders.
Seasonal updates of App Store screens
Designed the primary app icon for the Victoria’s Secret App, along with seasonal holiday updates.
APP PROCESS OPTIMIZATION
Developed a structured weekly template to streamline workflow and enhance efficiency. This template served as the foundation for designing and organizing the app’s daily layouts, ensuring consistency and clarity. Links were used to comment and collect feedback from Cross-functional partners to ensure alignment with business objectives and maintain a seamless user experience.
EMPTY DESIGN TEMPLATE
FILLED OUT DESIGN TEMPLATE
Desktop + mobile
Website Design
Designed collection-specific landing pages for both mobile and desktop, ensuring a seamless and engaging user experience across devices. Led art direction and concept development for various promotional Victoria’s Secret sales campaigns, crafting visuals that resonated across all digital channels.
VS Sport Collection Page
Sale Art Direction
Big Spring Sale Art Direction
Big Spring Sale Art Direction
Fashion E-commerce Emails
Email Design
Designed long form editorial emails for Victoria’s Secret.
