http://raechelmackenzie.com/work daily 1.0 2025-06-12 https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/82d15da1-5641-4361-90ec-1c713dcc4d90/Untitled+design+%284%29.png Work - Get in the Trenches I roll up my sleeves and work alongside my team. Whether it's brainstorming, prototyping, or refining designs, I’m there when it counts. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/795ee78f-fdc5-4100-95e2-8e8b41134e7d/Screenshot+2025-04-29+at+9.48.23%E2%80%AFAM.png Work - Make it stand out I utilize mural to run my weekly team meetings, asking folks to add a smily with how they are feeling, and a gif that describes their mood. This helps me keep a pulse check on my team and what I might need to dig into in my weekly 1:1s. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/61e5dbe1-d8ea-4919-8089-49a155cef6d7/Untitled+design+%281%29.png Work - Collaboration + Teamwork Design should be a team sport. I believe the best ideas come from many minds working together. I'm committed to fostering a space where everyone contributes, feedback is welcomed, and we're all stewards of a great user experience. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/d357ff65-df6a-4ad8-89b8-86408803c1b6/Untitled+design.png Work - Care Personally Great leadership starts with care. I aim to build real relationships with my team, offer honest feedback, and support each person's growth—both professionally and personally. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/77f805de-feb4-4d4a-809e-06c47a6e1313/Untitled+design+%285%29.png Work - Guide When Needed, Step Back When It’s Time Leadership means knowing when to lead and when to let others drive. I create space for autonomy while offering guidance and support when it's needed most. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/c2ccbb9c-7888-493f-a3f5-ad2df8f5789b/Untitled+design+%282%29.png Work - Lead by Example I strive to model the behavior I expect—staying curious, open to feedback, and advocating for users at every step. I don’t ask anything of my team I wouldn’t do myself. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/bfdc36b4-d118-48f4-99cb-29c074de07e6/MacKenzie+Family-90.JPG Work - As an Enneagram 3w2… I approach design and leadership with clarity, empathy, and a strong bias toward action. I believe great products are built at the intersection of user insight and strategic execution. As a design leader, I prioritize collaboration, coach for resilience, and guide teams through ambiguity—always keeping the end user and business impact in focus. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/22a02156-bb47-4a52-8ded-ce042f20dd16/Untitled+design+%283%29.png Work - ✅ Say What You Do & Actually Do It Integrity matters. I believe in being reliable, following through, and building trust by aligning words with actions. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/acc034cc-dcb0-40fd-9af1-3036464c9356/Group+4.png Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/a133ce98-4976-4583-8480-1a6ed02cac9a/Frame+10.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/46d6f625-508d-4ac6-846c-e3612302d450/Frame+9+%281%29.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/f42c1ad6-0ee0-43c3-945f-2f2b8af6d490/Frame+8+%281%29.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/ac0ab0f0-0e70-464f-94af-53d254f03f96/Screen+Shot+2021-03-04+at+11.10.04+AM.png Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/8a795f92-7047-4388-8115-4b083c27fd87/Screenshot+2025-06-10+at+11.02.56%E2%80%AFAM.png Work - Key Moments of Truth We identified 5 key moments of truth, or critical touchpoints that potentially defines a customers relationship with a brand: 01 - Takes too much time going from a list to building a cart 02 - Unreliable inventory and having to spend time on substitutions 03 - Feeling like they are missing out on deals, not finding coupons 04 - Not being able to find items, both in-store and online 05 - Lacking inspiration, not being sure what to purchase https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/2b8eaa69-e600-49af-8aba-02995f3855e1/Screenshot+2025-06-10+at+11.03.21%E2%80%AFAM.png Work - Redefining the Homescreen The homescreen was our biggest opportunity, since all users landed on the homescreen upon opening the app. We needed to enable custoemrs to quickly accomplish routine tasks, but also inspire them to dig deeper into our full offering. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/99dd8059-0d7e-4caf-8370-f41c35fe0c1b/Screenshot+2025-06-10+at+11.06.51%E2%80%AFAM.png Work - Visionary Storyboards We created visionary storyboards together to tell the story on how we envisioned customers utilizing the future app, utilizing voice assistant technologies, list making, and recipe builders. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/589b2b86-ea39-4777-bdca-b7b54547119a/Screenshot+2025-06-10+at+11.02.49%E2%80%AFAM.png Work - 2021 Mobile App OKRs Optimize the shopping experience Increase search conversion rate Reduce average steps to checkout Increase add to cart efficiency Integrate Personalized Rewards and Savings Increase new users Increase repeat users Increase clipped coupon to redemption ratio Increase redeemed rewards Leverage our Digital Channels to Support Customers Spending Habits Increase customers placing repeat orders Increase adoption of new tender types Increase Shop and Scan sales https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/513b5c2b-996b-4b19-b550-f96d0ed1749a/Screenshot+2025-06-10+at+11.03.31%E2%80%AFAM.png Work - Creating Lists We heard from customers that going from a list to actually ordering items was tedious, so we needed a way to enable customers to easily re-order and manage items they frequently purchase. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/ca5ff7a4-8b43-435c-9016-c3db012cf3f8/Screenshot+2025-06-10+at+10.31.14%E2%80%AFAM.png Work - Grounding in Customer Research We started grounding ourselves in customer research, through interviews and customer panels on how users are using the current app, how they grocery shop today to understand customer behavior, and any current problems they have shopping. This data was compiled and turned into a couple different outputs that helped shape our strategy: Customer Segment Personas, Visionary Storyboards, Customer Journey Maps. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/64b8c917-5fee-4808-9b8d-c1070fb2e113/Frame+7.png Work - Reflection & Learnings This project was a milestone in how digital product and design partnered with our marketing teams—laying the groundwork for more integrated, cross-functional collaboration. One of the most rewarding aspects for me was mentoring my designer through this journey. Together, we developed workshop strategies, structured efficient working sessions in MURAL, and dug deep into customer research to ensure the experience delivered both user value and business impact. I coached her on how to confidently facilitate cross-functional sessions and present insights to senior stakeholders. Through this work, she significantly elevated her craft and leadership presence—ultimately earning a well-deserved promotion to Senior Designer the following fall. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/7bca0155-174e-46d9-b718-4ca11d4d251b/Frame+3.png Work - How might we inspire customers through shoppable storytelling while creating content creation efficiencies for internal teams? https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/4b0500a7-164e-4a0c-84e2-3679fe17cd75/Frame+4.png Work - My Role as a Design Manager As the Design Manager, I partnered cross-functionally with product, engineering, design systems, and brand leadership to align on the objectives and key results for the Shoppable Storytelling initiative. I coached and supported my designer through usability testing, multiple design iterations, stakeholder presentations, and cross-functional workshops that built shared understanding and alignment. I co-presented with product partners in executive reviews, sharing progress updates and user research insights. To ensure we were on track for a timely launch aligned with a major seasonal campaign, we aligned on bi-weekly syncs and co-creation sessions with the brand team, bridging timelines and creative direction across teams. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/15b6ff61-b7f8-4b78-b159-e5bf7486fdca/Frame+5.png Work - Design Process I coached and guided the Browse Squad—alongside the designer on my team—through the discovery and definition phases of the project. We began with a Lean UX canvas to align on the core business problem, desired outcomes, key personas, and early solution hypotheses. This framework created clarity across the squad and helped focus our first round of experiments. I supported my designer through initial customer research, prototyping, and multiple rounds of usability testing to deeply understand how customers seek inspiration while still needing efficient, utility-driven paths to shop. Once we landed on a direction that balanced both customer needs and business goals, I facilitated prioritization conversations and guided the team in designing scalable solutions within our design system. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/8ac6b207-a774-44e8-905c-d8305b1133bd/Frame+6.png Work - Business Outcomes & Impact - Bounce rates dropped by 5–10 percentage points across all traffic channels - Over 50% of visits interacted with the shoppable story components - Shoppers favored visual story tiles, especially on mobile, due to full-screen presence Conversion Behavior - Returning shoppers from external marketing wanted fast product access and found the components distracting - In contrast, shoppers entering via navigation or internal content converted better when components were present https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1517360220405-31XE31CE9II9WXI7XHQ9/Amway+Global+v2%402x.jpg Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1517075552913-HIYGKEC2AYHPOGJBTPUH/Herman+Miller+Dealer+Platform+%402x.jpg Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1517076245655-OUIAZKLJNGSDF2NEOIU4/challenge+scholars+v2%402x.jpg Work - Challenge Scholars GOAL Challenge scholars is a non-profit organization providing scholarships to students that attend Union High School. The goal of the site is to clarify what the challenge scholars program is, who qualifies for it, and where to find more information. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1517076582228-K9S26H4P8TV7W9M0BM2Q/serve+gr+v2%402x.jpg Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1517076662739-RQPT35PQGTF6E15C7NBU/content+digest+v2%402x.jpg Work - Content Digest Goal Content Digest is an internal tool at Amway to manage the distribution of content to Amway affiliates and business owners. The goal of Content Digest is to organize all their content in an easy to use, centralized place. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1517075448018-YPA8C6EO4MMS3I3GZ1YM/Plex%402x.jpg Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/6eb78fb8-0583-4f05-8da9-5a8fe7998250/MacKenzie+Family-90.JPG Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/e5fbd8cd-5f14-4044-a617-e0f470c9c258/Group+1.png Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/0b155fea-1dae-47c4-96f2-eab8df2b904b/Group+3.png Work https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/1695e4c1-59f6-4b6d-bac2-6c6c3711d796/Frame+3.png Work http://raechelmackenzie.com/about daily 0.75 2025-05-01 https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/b4664d8e-e627-495c-9840-b3619fc28d30/MacKenzie+Family-80.JPG About - Meet my “why” My family is at the center of everything I do. Parenthood—especially the toddler years—has been a wild, beautiful journey that’s stretched me in ways I never imagined. It’s taught me patience, adaptability, and the importance of leading with empathy—lessons that have deeply shaped how I manage and support teams professionally. Being a mom humbles me daily, and it's the most meaningful leadership role I’ve ever had. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/01b2a908-df09-44e0-80b7-565155919804/MacKenzie+Family-85.jpg About - I’m a digital product design leader who champions customer-centered experiences and empowers teams to grow, collaborate, and drive real impact. https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/129a3143-cf42-4160-b55a-412cb364653e/Untitled+%28600+x+300+px%29+%281%29.png About - Make it stand out Whatever it is, the way you tell your story online can make all the difference. http://raechelmackenzie.com/maes-birth-story daily 0.75 2022-07-29 https://images.squarespace-cdn.com/content/v1/527bceefe4b05b146cf10d53/262daf28-c66c-4c73-a1c8-f1cb709c624f/IMG-7442.jpg Mae's Birth Story Mae Janavice MacKenzie Born July 22, 2022 at 12:28 AM 7 lbs 3oz 20 inches long, 42+6 weeks gestation