CLIENT
Brooklinen
YEAR
2025
ROLE
Lead UX Designer
THE PROJECT
Brooklinen is a direct-to-consumer home goods brand undergoing a major platform evolution as part of a planned migration to Shopify. The engagement focused on rethinking the experience to be future-proof, more intuitive, and better positioned for scale, while incorporating extensive user research provided by the client.
Working as a freelance UX lead, I was responsible for the UX portion of the project and served as the sole UX designer for the duration of the contract. The initial phase involved synthesizing existing research and data, identifying key user needs and friction points, and translating insights into user stories, flows, and functional requirements. Based on these findings, I explored multiple information architecture concepts, developed wireframes across core journeys, and partnered closely with visual designers to align structure with evolving brand expression. The work included concepting forward-looking ideas—including early AI-driven considerations—presenting multiple approaches to stakeholders, and iterating based on client feedback.
IA Phase
Wireframes
AI Integration Concepts
For Brooklinen, I created a personalization concept called Smart Profile, designed to make tailored shopping feel easy and approachable. Users are invited to sign in and answer a handful of quick, conversational questions about sleep preferences, materials, and routines—simple choices like cozy vs. crisp or heavy vs. lightweight—so the experience feels friendly and intuitive, not like filling out a form.
These responses generate Smart Tags that grow richer over time and are combined with behavioral signals such as browsing and purchase history. Together, they power more relevant content across landing pages, PLPs, PDPs, bundles, cart, and email—creating a shopping experience that feels increasingly personal and helpful with every interaction.
