INTRODUCING

Problems I've helped solve.

These projects represent the kind of work I have spent the last five years doing. Each started with a messy problem, a cross functional team, and more questions than answers.

Research shaped the direction, collaboration kept the work honest, and the results improved real customer experiences across retail and ecommerce.

2025 · AMERICAN EAGLE OUTFITTERS

Unifying Fragmented Purchase History Across Channels

Customers struggled to track purchases across stores and online. I designed a unified purchase history experience that simplified order visibility across channels.

UX StrategyOmnichannelAccount Experience
15MLoyalty Members
Unifiedcross-channel purchase history
Phone mockup
2025 · AMERICAN EAGLE OUTFITTERS

Solving Low Customer Review Participation

Product reviews were underutilized, weakening customer trust signals, so I defined and designed an incentivized feedback strategy that increased review participation and drove deeper engagement.

UX StrategyLoyaltyProduct Page
300%Increase in daily reviews
Phone mockup
2024 · AMERICAN EAGLE OUTFITTERS

Improving Customer Self-Service Through Order History Redesign

The order history experience made it difficult for customers to manage past purchases. I led a complete redesign to the system to improve navigation, clarity, and self-service.

Product DesignAccount ExperienceEnd-to-End
15MLoyalty members served
SimplifiedOrder Management
Phone mockup
2023 · AMERICAN EAGLE OUTFITTERS

Reducing Checkout Friction with Instant Store Credit

Applying store credit during checkout was confusing and often overlooked. I led design for a simplified application flow that reduced friction and improved credit usage.

Product DesignShopping Bag & CheckoutEnd-to-End
+10%in Gift Card Redemptions
$800KIn store credits redeemed
Phone mockup
Shana Shields
SENIOR PRODUCT DESIGNER (UX & STRATEGY)
© 2026 S. Shields · All rights reserved
Shana Shields
SENIOR PRODUCT DESIGNER (UX & STRATEGY)
© 2026 S. Shields · All rights reserved
Shana Shields
SENIOR PRODUCT DESIGNER (UX & STRATEGY)
© 2026 S. Shields · All rights reserved
Shana Shields
SENIOR PRODUCT DESIGNER (UX & STRATEGY)
© 2026 S. Shields · All rights reserved