The Opportunity Narvar connects 125 million consumers across 1,500+ brands. Research showed many shop across multiple retailers, sparking a key idea: what if we built a centralized app to simplify order tracking? By using shopping history and delivery preferences, we could create a personalized experience that unifies orders in one place while still honoring each brand’s identity.

My Role Creative Direction Brand Strategy Product Design Copywriting Project Management

Innovation often starts with unexpected partnerships. As Design Director, I guided Narvar through an exclusive collaboration with Apple as an early design partner for integrated order tracking in Apple Wallet. While the initiative faced adoption challenges and was eventually sunset, I leveraged this unique opportunity to establish critical design foundations. I influenced the user experience across the integration collaborating directly with Apple's design teams on interface refinements. This partnership became the creative catalyst that would inform our consumer strategy.

Transforming from pure B2B to consumer-facing meant reimagining everything. I partnered with a lean R&D team to design Narvar's first consumer app in just two months. A massive strategic pivot that would reach thousands of users. I defined the strategy, created the design system, and shaped the go-to-market approach. Most importantly, I evolved the Narvar brand for a consumer audience, developing fresh illustration styles, iconography, and color narratives that maintained enterprise credibility while feeling personal, friendly, and accessible. The challenge wasn't just visual, it was cultural, bridging two entirely different user expectations.

Great design needs great words to bring it to life. I recognized that shifting from B2B to B2C required more than visual changes. It demanded a complete communication transformation. I supported the team in crafting a voice and tone strategy that balanced enterprise-grade trust with consumer accessibility. Working closely with content and marketing teams, we adapted messaging across mobile push notifications, in-app onboarding, and App Store copy, ensuring language alignment across all product, brand, and support touchpoints. I successfully navigated the complex challenge of creating a dual identity for a hybrid B2B2C platform.