One global brand. A modern shopping experience.
As Director of Digital Strategy, I led UX and brand direction for Young Living’s move toward a consistent global Shopify shopping experience.
Director of Digital Strategy
2025
Digital strategy · Global UX · Brand direction
How do you create one recognizable shopping experience across 72 global markets?
Different back ends, interfaces, business rules, and regulations fragmented 72 markets. We needed a shared experience with flexibility for local requirements.
What I owned
I led UX and global brand strategy with two designers, a product manager, a product owner, and an agency. I presented directions to executives and the founding Young family, and led multilingual typography due diligence.
Set the global brand direction
I developed contrasting brand directions across palette, imagery, typography, and interface treatments. Executive and founding-family presentations established a shared foundation for global shopping.
Build a multilingual type system
Typography had to balance brand character, readability, and the languages and writing systems across 72 markets. I evaluated display and body type together before committing to a system.
Modernize the homepage and navigation
The homepage shifted from promotions and product lines toward wellness needs. Lifestyle imagery, clearer shopping paths, and a grouped mega menu connected discovery to category and product pages.
Simplify category shopping
“Rest” became “Sleep Support,” with clearer introductions, larger product cards, and light filtering. We balanced useful health language with FDA-related compliance constraints, avoiding overstated product claims.
Clarify subscription value
Approximately 87% of customers used the subscription program, internally called the “loyalty template.” The PDP made subscriptions and benefits prominent beside standard purchases.
“Wellness Rewards” and “build your wellness box” unified discovery, onboarding, and management around wellness. Some designs still show the evolving “Loyalty Box” label.
Guide wellness box onboarding
Guided onboarding connected discovery, product selection, and checkout for a first monthly wellness box. Customers could also build through regular shopping and swap products each month.
Align markets for phased rollout
Design, product, and agency teams balanced shared business goals with local rules and regulations. Concessions on both sides enabled consistency; smaller-market testing precedes the United States, the largest market.
A shared direction for the next chapter of global shopping.
Established a shared direction across homepage, navigation, category shopping, product detail, and wellness box onboarding. The Shopify migration remains in phased rollout, with smaller-market testing before broader expansion.
Lead brand, product, and partners through the tradeoffs of global commerce.