Various Projects Overview
As the Director of User Experience at Ashley Furniture, my team was responsible for all deliverables on the eCommerce site, the mobile app and all enterprise applications. My team was also responsible for the Ashley’s charity site, aHopetoDream.com. From 2016 to 2021, Ashley’s eCommerce revenue grew from $62M to $798M, an increase of 1187.1%. Total revenue (brick and mortar with eCommerce) grew from 3.6 Billion to 4.7 Billion. I’m eager to offer a comprehensive review of these projects in my pursuit of a new career opportunity.
12.7
Million Views / Month
3.8
Annual Page Views
80%
Mobile Traffic
4.7
Billion Annual Revenue
Ashley Distrubution Services Mobile App
I designed the user experience for the Ashley Distribution Services (ADS) mobile app, built to support Ashley’s nationwide transportation and logistics network. The app addressed critical needs for drivers and dispatch teams, including real-time trip updates, secure messaging, delivery coordination, and payroll visibility—all in one centralized mobile experience. As part of this initiative, I helped direct the creation of a logistics workflow that improved driver delivery times by 11%, elevating customer satisfaction and overall operational efficiency.
After login, drivers land on a streamlined dashboard with key tools: Messages, Contacts, Dispatches, Payroll, Driver Scorecard, and Find a Trailer. The global bottom navigation provides quick access to the most active areas of the app, ensuring drivers can safely and efficiently access essential information on the road.
My work focused on simplifying complex logistics workflows into an intuitive mobile interface. From locating dropped trailers to viewing trip assignments, reviewing performance metrics, or communicating with dispatch, the ADS app improved transparency, efficiency, and day-to-day operations for Ashley’s distribution network.
Handy Assembly Service Integration
I led the UX integration of Handy, an on-demand assembly service, into the Ashley Furniture eCommerce checkout experience. The goal was to give customers a seamless way to add professional assembly for products requiring setup. I designed the decision points across the PDP and cart, clarified pricing and expectations, and created a frictionless add-to-order flow that increased customer confidence and reduced post-purchase frustration. This enhancement provided a convenient, value-added option for shoppers while helping reduce returns and support inquiries related to self-assembly.
Add-to-Cart Confirmation / Mini Cart
I designed Ashley’s first add-to-cart confirmation mini cart, creating a clear, user-friendly way to show customers that their item was successfully added. The interaction surfaced essential product details, pricing, service options, and next steps without interrupting the shopping flow. This early foundation established a now-standard eCommerce pattern for Ashley, improving user confidence and supporting smoother paths to checkout.
