Pacsun.com highlights
AI + Search
I helped modernize Pacsun's e-commerce search experience by bringing AI-powered tools into the way customers discover products. I partnered with business owners and executives to turn their vision for a smarter search experience into reality, including visual search, conversational AI search, and an AI shopping assistant. The goal was simple: make it easier for customers to find what they want, even when they don’t know exactly what to search for.
I worked closely with our technology partners, including Dynamic Yield for Visual Search and AI Shopping Assistant, and Cimulate for AI-powered search, to take these concepts from early ideas through implementation. I led UX across these experiences, balancing customer needs, business goals, technical limitations, and the existing Pacsun ecosystem to create experiences that felt useful rather than gimmicky.
The work helped modernize Pacsun’s ecommerce experience and contributed to the company’s record-breaking Q3 and Q4 2025 e-commerce revenue. More importantly, it helped establish AI as a meaningful part of how Pacsun customers discover and shop for products online.
Apple Pay x Pacsun
Apple Pay already made checkout faster and easier, but we saw an opportunity to make it part of the overall shopping experience and not just the final step.
Working closely with our Digital Marketing and Brand Creative teams, I helped rethink how Apple Pay could create value beyond payments. We introduced Apple Pay-exclusive early access to product launches, special discounts, and invite-only events, giving customers a reason to choose Apple Pay while driving higher conversion during our biggest launches.
At the same time, we partnered with Apple as one of the first retailers to launch Apple Pay Order Tracking, bringing real-time order updates directly into Apple Wallet. The feature was showcased during Apple's WWDC25 keynote, recognizing Pacsun as an early partner helping shape the future of the Apple Pay experience.
