AERIS BY IROBOT | E-commerce UX Strategy

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

Role: UX Manager

Scope: Full redesign and UX strategy for Aeris e-commerce site post-acquisition by iRobot

Team: Cross-functional team spanning Product, Brand, Engineering, and QA (U.S. + Europe)

KEY OUTCOMES: 25% increase in conversion rates · Reduced cart abandonment

The Challenge

When iRobot acquired Aeris Air Purifiers in late 2021, they needed a full digital rebrand to launch within weeks, right in the middle of the holiday season. This required a high-velocity transformation of Aeris’s direct-to-consumer e-commerce site: including updated branding, accessibility compliance, and performance optimization across platforms and markets.

The challenge wasn’t just timeline. The site ran on a legacy stack, with mixed code ownership between U.S. and European teams. With tight code/content freezes, a fragmented development pipeline, and limited QA capacity, every decision had to be strategic and every move aligned with business goals.

Holiday-timed launch with a 6-week window

Legacy codebase across multiple global teams

Brand integration and visual consistency with iRobot’s ecosystem

ADA compliance and performance upgrades

Pressure to maintain cart performance and conversion momentum

My Leadership Role

As UX Manager, I led strategy, execution, and delivery for the entire redesign initiative. I defined the roadmap, partnered with stakeholders across functions, and ensured that our work aligned with both business KPIs and accessibility standards. While directing the global design team, I also took on IC responsibilities where needed; running audits, building core design components, and driving execution through testing and QA.

Key Responsibilities:

Set UX vision and roadmap in alignment with iRobot’s business OKRs

Built and deployed a modular design system in Figma to accelerate delivery

Led accessibility and performance audits to guide ADA remediation and boost mobile usability

Collaborated daily with engineering teams in U.S. and Europe to navigate code freeze, caching, and deployment timelines

Aligned Product, Brand, and Legal on messaging hierarchy, navigation, and cross-platform flow

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.

Why It Matters

This project redefined how Aeris by iRobot shows up to its customers, elevating brand trust, expanding accessibility, and accelerating product marketing delivery. As a player-coach, I ensured the team could move fast without compromising quality or inclusion.

Strategic outcomes included:

Increased conversion through smarter flows and faster performance

ADA-compliant site that broadened access to the product

Visual consistency across iRobot’s growing product family

A scalable system for new campaigns and product launches