Native Mobile App • iOS & Android
Top-25 U.S. retailer • $19.1B annual sales • 18M app adopters
Role: Lead Product Designer
Platforms: iOS • Android
Team: eCommerce • Customer Experience • Product • UX • Engineering
The Kohl's app helps millions of customers browse products, shop, earn rewards, and manage purchases across digital and in-store experiences. Customers can purchase items, choose shipping or in-store pickup, track Kohl's Rewards, manage Kohl's Card payments, receive savings alerts, and navigate stores.
When I joined as Lead Product Designer, Kohl's had recently redesigned the app, but several high-impact shopping flows remained incomplete or inconsistent. I partnered with the eCommerce and Customer Experience teams to simplify complex purchase journeys, establish more predictable interactions, and create scalable patterns across iOS and Android.
User stories
I partnered with Product and eCommerce teams to identify the most critical gaps in the shopping experience.
I reviewed the new design system and evaluated platform differences across iOS and Android to make sure patterns felt consistent and were ready to scale. At a company serving tens of millions of users, even small friction points compound quickly. That shaped how I prioritized everything.
Final designs
Buy Online, Pick Up In Store (BOPUS)
I worked with the UX designer to design the BOPUS flow across 20 real-world scenarios, mapping edge cases and fallback states. Screens were updated to clearly communicate availability, pickup options, and next steps. The result was a predictable, trust-building purchase path that worked even when things didn't go as planned.
PDP - Available to ship
Collection page
Shopping page
PDP image system
I defined a scalable image behavior system across 14 product states, including clear image count, swipe and zoom support, full-screen view, and consistent close behavior. Customers make purchase decisions based on what they can see. Getting this right improved confidence and reduced uncertainty at a critical moment in the shopping journey.
Default view
Alternate color
Swipe right to left
Image screen close button
Wallet notifications
I introduced a subtle notification system using a blue indicator dot and count state. Offers became easier to discover without interrupting the browsing experience.
Homepage
Expanded menu
Wallet
Sales alerts
I created a consistent opt-in pattern across account creation, checkout, homepage, and preferences. Clear copy made sure customers understood exactly what they were signing up for before they agreed.
Opt-in from ‘Create an account’
Opt-in from ‘Checkout’
Sales Alerts thank you message
About Sales Alerts
Sales Alerts form
Bag restrictions
I designed clear messaging for items that couldn't be purchased in-app, including the reason, the next step, and confirmation states. Even when a purchase fails, the experience needs to maintain trust. This made sure it did.
BOPUS unavailable
Bag restrictions
Item removed
Mobile ads
I defined safe placement zones that supported monetization while protecting the primary shopping experience. Ads appeared above the scroll without disrupting navigation or competing with content customers were there to find.
Product Matrix Page (PMP) List View
Zero Search Results Page
Product Matrix Page (PMP)
Homepage
Adjustments along the way
As a consultant, I stepped into an ongoing redesign that was already in motion. There was no runway to ramp slowly. I needed to understand the system, identify the gaps, and start building alignment across product, engineering, and design quickly.
Leading a team of six designers in that environment meant more than just assigning work. It meant setting priorities clearly, creating enough shared structure that designers could make good decisions independently, and keeping quality consistent across a large body of work under real time pressure. I focused on communication and clarity so the team could move forward without rework slowing things down. We delivered all required flows on schedule.
Supporting development
I delivered organized, developer-ready files for iOS and Android with consistent labeling and scalable components. The files were structured so engineering could build efficiently and the team could extend the system long after the engagement ended.
Impact
The Kohl’s app serves 20M+ active users. My work focused on creating consistent shopping patterns that could be reused across the app.
🛍️ 20 BOPUS scenarios → one system
I designed the Buy Online, Pick Up In Store experience across 20 real-world scenarios, including unavailable items, pickup options, and fallback states. Instead of solving each case separately, the team had one set of patterns to use across the pickup journey.
🖼️ 14 product states → one image system
I created one image system that worked across 14 product states, with consistent rules for swiping, zooming, image counts, full-screen views, and closing. This gave Product, Design, and Engineering one set of behaviors to reuse across product pages.
📱 Shared patterns across iOS + Android
I created reusable patterns for product pages, pickup, bag restrictions, notifications, sales alerts, and mobile ads. This helped bring previously inconsistent shopping flows into one system across iOS and Android.
👥 6 designers, delivered on schedule
I guided a team of six designers, set priorities, and created shared standards for the work. We completed all required flows on schedule and delivered organized, developer-ready files for iOS and Android.
Team feedback
“Nancy was a delight to work with, bringing a multi-faceted skill set to the team which extended beyond her primary focus as a visual designer. Nancy’s expertise helped make the overall products she designed stronger with timely input on user experience and the ability to tackle end to end challenges. In addition to her creative talents, I appreciated Nancy’s organization and inherent project management, communication and partnership skills.” — Kohl’s Senior Manager
“Nancy instilled a lot of trust in Kohl’s Senior Manager. He has not once heard feedback on the visual designs she has been responsible for that there was an issue (and apparently he usually does hear this about designs from the client partners) and told us that the high quality work that Nancy does is a big part of the reason this is such a high performing team.” — Accenture Senior Manager