Office Depot / Office Max

E-Commerce Modernization

Revenue wasn’t lost—it was hiding in the gaps of the purchase experience. We went after it.

+ $48M

Small changes at enterprise scale can create outsized value.

A 14-basis-point conversion lift and $2.34 AOV increase generated nearly $48M in annual revenue. The work focused on the high-friction moments behind those numbers: cart clarity, delivery decisions, coupon errors, rewards visibility, payment confidence, and checkout completion.

The Story

At Office Depot’s scale, experience friction was not a minor usability issue. It was a business issue. A confusing coupon. An unclear delivery option. A buried reward. A checkout step that asked too much, too late. Each moment created hesitation. And across millions of shopping sessions, hesitation had the potential to become lost revenue.

The Business Problem

Office Depot needed to improve the performance of its core digital commerce experience while operating within legacy technology constraints, complex fulfillment logic, coupon and rewards complexity, and evolving customer expectations shaped by modern retail leaders.

The work centered on four business goals:

  • Increase conversion

  • Reduce cart abandonment

  • Increase average order value

  • Improve retention

The design opportunity was to translate those goals into practical, visible changes across the customer journey.

My Role

I led design direction across the commerce experience, shaping the UX and visual approach for key transactional and shopping flows.

My contribution was not limited to oversight. I directed the experience strategy, guided the team’s design decisions, shaped the visual direction, and personally drove many of the

Design Challenge

How do you make a legacy commerce experience feel modern without pretending the constraints do not exist? We focused on the moments where users were most likely to pause, question, backtrack, or abandon:

  • Can I get this when I need it?

  • Is pickup, delivery, or shipping the better choice?

  • Did my coupon work?

  • Am I getting my rewards?

  • Why is checkout asking for this again?

  • Can I trust this total?

  • Am I ready to place the order?

Those questions shaped the work. The goal was to make each decision clearer, faster, and more confidence-building.

01

Design Challenge

How do you make a legacy commerce experience feel modern without pretending the constraints do not exist? We focused on the moments where users were most likely to pause, question, backtrack, or abandon:

  • Can I get this when I need it?

  • Is pickup, delivery, or shipping the better choice?

  • Did my coupon work?

  • Am I getting my rewards?

  • Why is checkout asking for this again?

  • Can I trust this total?

  • Am I ready to place the order?

Those questions shaped the work. The goal was to make each decision clearer, faster, and more confidence-building.

02

Design System

I designed and maintained the Ultium core design library in Figma. Each element was built leveraging Figma’s auto layout tool allowing for responsive design behavior in frames and in layout.

Components

  • Banners

  • Buttons

  • Dropdowns

  • Icons

  • Illustrations

  • Keyboards

  • Notifications

  • Progress Bar

  • Status Bar

Patterns

  • Brand Tiles

  • Charger Tiles

  • Dialogs

  • Lists

  • Menus

  • Snackbars

  • Tags

Foundation

  • Breakpoints

  • Breakpoint Grids

  • Color Palette

  • Elevation

  • Spacing & Grids

  • Typography

03

Interface Design

My goal was to define a delightfully intuitive visual design language that felt like an extension of the General Motors brand. Leveraging simplicity in form, color and pattern was key to styling an interface that would have universal appeal.

Below are a few key screens from the experience. Each design represents one of many screens designed for that feature. My approach for this UI was rooted in design fundamentals – the use of scale, color and negative space specifically.

  • Splash

  • Launcher

  • Onboarding

  • Loading States

  • Home States

  • Dashboard

  • Product Sorting

  • User Account

  • Locate a Dealer

  • Charger Setup

  • Authenticated Account

  • Guest Mode

1 / 4 Onboarding

2 / 4 Home States

3 / 4 Charger Setup

4 / 4 Find a Dealer