Launching a new mobile app that seamlessly blends content and commerce.



Ralph Lauren,
In-house (Digital Creative)

my role

UI/UX Design, Prototyping


Creative Direction: Eden Smith
Design Direction: Rachel Felsinger
Design: Tanya Vulfson, Trish Duffy, Sungji Choi

before / mobile site
Ralph Lauren was looking to launch a mobile app to amplify brand and product storytelling across the full brand portfolio.

Part of this ask meant rethinking how to accommodate the site's robust navigation in a compelling mobile design.
after / mobile app
We delivered a visual navigation experience to immerse users in our content pillars, without sacrificing the business goal of offering a full catalog of content.
special features
In order to drive a premium and curated app experience, the team piloted a series of personalized features–unique customer experiences based on style preferences and previous purchases.
In addition to leading visual and interactive design, part of my role was to create the building blocks for a comprehensive content management system that could accommodate the scope of this project and satisfy future scaling efforts.
the process
This also meant setting up workflows to bridge seasonal content across site and app.

After doing an audit of the Ralph Lauren website, our myriad of page types were simplified into eight templates. For launch, these templates were used to streamline the process of porting over site content.