As UX Manager, I led the end-to-end experience design for the Backcountry.com mobile app—a flagship initiative the company had long envisioned and was eager to bring to life. I was responsible for hiring and managing a cross-functional team of designers and developers (structured like an internal agency) to take this product from zero to launch over a 10-month timeline.
This wasn’t just a mobile build—it was an opportunity to translate Backcountry’s distinct outdoor brand into a best-in-class app experience that inspired exploration, loyalty, and ease. From defining the information architecture and user flows to aligning stakeholder vision across product, marketing, and engineering, I made sure our decisions were grounded in both data and user insight.
Throughout the project, I led design sprints, user testing, and iterative development cycles—balancing usability, technical constraints, and brand expression. The result: a mobile app that felt native to Backcountry’s loyal customer base, while raising the bar for e-commerce UX in the outdoor industry.
