BIO
A Bit About Me
Hi, I’m Shelley. Originally from the UK, I moved to the US “for the summer” after graduating uni, fell in love with NYC and never left.
Before I got into UX, I was a fashion design director working at some great brands. Armed with these strong roots in design, I love creating products that not only delight users but solve real problems, fill a niche and have a positive business impact.
Always striving to make something better, I enjoy stepping back to examine the details of my designs to figure out what other avenues can be explored, where the quality can be elevated, where more research can be done or a how solution can be fine-tuned.
When OOO, I spend my time exploring the city, trying out new recipes, planning trips back home or other fun locations and hanging out with my dog, Olive.
Brands I’ve Worked With...
HumbleWorks.
Vineyard Vines
American Eagle
Abercrombie & Fitch
Converse
Under Armour
Hanes
Champion
Fourlaps
John Varvatos
Education
User Experience Design Immersive
General Assembly, USA
BA Honours Fashion Design
The Nottingham Trent University, UK
Foundation Studies in Art & Design
Hopwood Hall College, UK
Experience
UX Designer, Freelance
Nov 2023 - Present
HumbleWorks: Redesigned client’s native mobile application, yielding improved user comprehension & usability metrics. Delivered 20-screen Figma prototype and detailed hand-off file. Facilitated 18 user interviews & usability tests, conducted C&C analysis, led client meetings & planned detailed project deliverables & timeline. Beta app launched in June 2024.
Brooklyn Running Co: Conceptually redesigned retailer’s e-commerce platform to help the store more easily sell products through their website, beginning with detailed market research & a heuristic evaluation. Followed UCD principles to bring the site in-line with e-commerce consistency & standards benchmarks, and conducted usability testing to assess & iterate upon multiple fidelity prototypes.
Apparel Designer Director, Vineyard Vines
Jan 2018 - Sept 2023
Led design of largest & most productive product category: up to 650 skus/season, driving ~$50M annual sales, and achieved consistent annual sales increases of ~10% through continuous product innovation.
Provided clear creative direction to a small design team and presented our work to stakeholders at key milestones. Coached the design team in best practices to successfully take designs from initial sketches through to finished product.
Streamlined cross-functional collaboration by creating new design-to-launch processes and problem-solved with internal & external teams in order to elevate the product, resolve issues, improve costings & accelerate timelines on multiple projects each quarter.
Senior Apparel Designer, Freelance
April 2016 - Dec 2017
Champion: Designed premium capsule collection showcasing innovative design details & construction techniques, researched & presented new fabric concepts, prepared technical hand-off files and concept presentations.
Under Armour: Executed design projects across multiple departments with a focus on brainstorming, rapid paper sketching, technical sketching in Adobe Illustrator, colour development and presentation design.
Fourlaps: Designed seasonal collections in a start-up environment, in close collaboration with founder. Developed brand concepts, conducted trend research and C&C analysis. Partnered to create T&A calendars and standardised practices, resulting in improved processes & streamlined workflow, relieving pressure on cross-functional teams.
