Redesigning the Saks Fifth Avenue Website

Problem Statement
As part of Saks Fifth Avenue's replatform initiative with Salesforce Commerce Cloud, the Design Team had the unique opportunity to lead the redesign of their website.
The Challenge
The goal of this project was to create a more engaging, personalized, and elevated online experience that would better reflect the Saks Fifth Avenue brand and meet the evolving needs of its customers.
My Role
UX Lead, Product Discovery
Jan 2020 — Oct 2020
My responsibilities for the project included designing a mobile-first, responsive website that prioritized an excellent user experience across all devices.
  • A personalized homepage and top navigation that would engage and guide users to the products they were most interested in.
  • A new immersive search experience that provided users with relevant search suggestions and made it easier for customers to find exactly what they were looking for.
  • An elevated product detail page that not only presented Saks Fifth Avenue's products in the most flattering light but also provided customers with all the essential information they needed to make confident purchase decisions.
Jump to
Product Detail Page



Before our web redesign, menswear shoppers faced difficulties finding relevant content on our homepage. The existing content and top navigation were primarily focused on women's categories, leaving little room for men's products and preferences.

Additionally, our website was not responsive, which meant that users had inconsistent experiences on mobile and desktop devices. As a result, the Marketing, Content, and Creative teams had to manage two separate websites, leading to further customer frustration and disjointed experiences.


I created a personalized homepage experience that would meet the needs of both womenswear and menswear shoppers. With a mobile-first approach and a responsive design, the page is optimized for users accessing it on a variety of devices.

One of the key features of this design is the introduction of separate women's and men's homepage and top navigation, which makes it easier for womenswear and menswear shoppers to find what they are looking for.

Additionally, the inclusion of nine new modular components gives the marketing and content teams the flexibility they need to customize the homepage in a way that meets the specific needs of their audience.


The new design has resulted in a significant improvement in user engagement and revenue. Specifically, the homepage clicks have increased by an impressive 24%, while homepage visits have gone up by 16%. The top navigation visits have also seen an upward trend, with a 10% increase. Additionally, the Menswear category has seen exceptional growth with a 16% increase in total revenue compared to the previous year, and a remarkable quadrupling of menswear page visits. Overall, these results are a testament to the effectiveness of the new design.

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