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.

As Experience Design Lead I helped lead the experience direction for a 26-week commerce modernization effort focused on the moments that mattered most: cart clarity, checkout confidence, delivery decisions, payment completion, rewards visibility, account engagement, and product discovery.

The work was not about making OfficeDepot.com look newer. It was about making the purchase path work harder.

Roles & Responsibilities

Lead Visual Design
Figma Design Library
UX Design Support
Benchmarking

Brand Design
Motion Design Direction
Development Support
Iconography & Illustrations

Key Takeaways

Design Systems

I defined the first Utlium branded experience with an extended design library featuring new and unique components and patterns.

Collaborative Design

A collaborative cross-discipline approach was necessary for our user due to the complex ecosystem of EV products they encounter.

01 Ultium Styling

Styling was defined by leveraging the General Motors recent brand refresh and then making adjustments for our unique electric vehicle user. Ease of use and accessibility standards were two main themes with the execution. Simplicity in form and function were key to delivering an experience that not only looked the part, but also helped the user engage with their new EV with confidence.

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.