While traditional e-comm tends tp focus solely on transactions, I led a team that reimagined Meta’s digital storefront as a gateway to shared experiences. Instead of treating wearables like Meta Ray-Ban and Meta Quest as standalone products, we designed a shopping journey that immersed users in the possibilities of AR/VR—transforming curiosity into connection. The opportunity wasn’t just to showcase features or compare specs but to shift users out of a pro/con consideration mindset and into a world of novel experiences. As Design Director, I guided my team in positioning Meta.com as more than just a retail destination—crafting an entry point into a vibrant digital ecosystem that invited users to see, feel, and dream about what was possible before they even made a purchase.

To bring this vision to life, I led the implementation of an immersive strategy that progressively deepened user engagement, guiding them through five key stages: See it—leading with relatable use cases over product details; Feel it—personalizing content to users’ contexts; Dream it—inspiring and streamlining the path to value; Share it—leveraging community-generated content; and Do it—optimizing activation and conversion. By establishing this framework, my team and I created a best-in-class digital brand expression aligned with Meta’s corporate priorities. We designed a seamless discovery and trial experience that organically connected content with conversion while ensuring Meta’s audience had a compelling reason to return post-purchase. More than just an e-commerce platform, Meta.com became a dynamic hub for engagement—one that not only showcased the Meta portfolio but positioned it as a long-term partner in unlocking new digital experiences.