AERIS BY IROBOT | E-commerce UX Strategy

Rebranding and scaling an e-commerce experience to drive conversion and brand trust

Problem: Aeris needed a post-acquisition rebrand + conversion uplift on a legacy e-commerce platform under a fixed seasonal deadline.

What I Owned: End-to-end UX direction for the redesign (IA/navigation, key flows, UI quality), alignment, and delivery QA (hands-on).

Constraints: 6-week launch window, legacy codebase, global brand requirements, accessibility/performance, distributed team.

Artifacts shipped: Navigation + IA model, high-fidelity UI + prototypes, cart/checkout recommendations, specs + QA checks.

Results: +25% checkout completion, reduced cart abandonment, WCAG improvements, faster delivery via reusable patterns.

Transformation of the Aeris by iRobot e-commerce website.

Problem Statement

Aeris needed a brand-driven redesign that improved trust and conversion while shipping on a 6-week timeline across a legacy e-commerce stack.

The Challenge

Legacy e-commerce platform required a full redesign without breaking purchase flows.

Rebrand needed consistent UI patterns across templates and surfaces.

Accessibility and performance work had to land without delaying launch.

What I Owned

Set UX direction and success metrics for the redesign aligned to business OKRs (conversion, abandonment, trust).

Defined the navigation + IA model and redesigned key flows (browse → cart → checkout) to reduce friction.

Delivered high-fidelity UI, prototypes, and engineer-ready specs; partnered through QA to ensure shipped quality.

Led accessibility + performance audits and translated findings into prioritized fixes for launch.

Aligned Product, Brand, Legal, and Engineering on tradeoffs and final decisions across time zones.

Decision Snapshots

Navigation: prioritized task-based paths (“Buy / Compare”) over brand-led browsing to reduce time-to-product.

Cart: surfaced bundled recommendations without interrupting checkout intent (kept purchase CTA dominant).

Performance: targeted highest-impact template weight + image loading changes to protect conversion under seasonal traffic.

Accessibility: standardized interactive states + contrast rules to reduce late-stage remediation.

Optimizing the E-Commerce Experience

As the Aeris product transitioned under iRobot, I identified critical UX debt in the site’s primary navigation and product catalog layout. These pain points were disrupting the buyer journey and impacting conversions. Rather than approaching the redesign as a visual update, I positioned it as a strategic intervention to align business goals, product discoverability, and conversion paths across devices. With a tight timeline, I aligned stakeholders around a common goal: reduce friction and make it easier for customers to buy.

Key Decisions & Outcomes:

Simplified the buyer journey by redesigning the navbar to prioritize essential paths like “Buy” and “Compare Purifiers,” removing distractions and repetitive elements.

Improved conversion by streamlining key CTAs and surfacing product education earlier in the flow, leading to a measurable 25% lift in conversions.

Led multi-stakeholder alignment across UX, brand, and engineering, balancing iRobot’s global design requirements with Aeris’s legacy codebase and technical constraints.

Validated UX changes through annotated prototypes, task analysis, and clear design recommendations that ensured clarity across dev handoff, even in a cross-time-zone environment.

Demonstrated product thinking by linking visual clarity to business impact, focusing on removing friction in the cart funnel during a high-stakes seasonal relaunch.