2020

Sony North America was launching its first direct-to-consumer e-commerce channel. As Lead UX Designer at Moonraft Innovation Labs, I worked alongside a Creative Director and a small design team to shape the experience from research through to handoff.

The constraint defined the project: the entire site had to be built within SAP Spartacus, an Out-of-the-Box e-commerce framework, on top of Sony's global brand guidelines. The design challenge was less "what could we invent" and more "where do real customer needs meet the edges of what this framework will let us do" — and how do we push those edges productively.

Over five months, we ran stakeholder workshops across Sony's North America and Tokyo teams, mapped the existing customer journey, and rebuilt key flows (header navigation, product detail page, checkout) around four design tenets: immersive discovery, fostering confidence, prioritizing transparency, and simplifying customer journeys — drawn from Sony's own Kando philosophy.