Client: Lenox Corporation — a major luxury tableware and giftware e-commerce brand, encompassing Reed & Barton and Dansk.
Role: Graphic & Web Designer / Digital Marketing (In-House, 6-Year Engagement)
Disciplines: E-Commerce Design, UX/UI, Mobile Strategy, Digital Marketing, Brand Systems
The Problem
Lenox is a legacy luxury brand with a sprawling, multi-brand e-commerce ecosystem — and it was showing its age where it mattered most: mobile. With Reed & Barton and Dansk operating under the same umbrella, the digital experience had to serve premium shoppers across three distinct brand identities while keeping pace with rapidly shifting consumer behavior. The mobile experience, in particular, was leaving revenue on the table at a moment when the shift to mobile commerce was no longer a trend — it was the table.
The Process
I embedded with the team for six years, functioning as the connective tissue between design, marketing, and development. I led the mobile-friendly redesign initiative end-to-end: analyzing user behavior through tracking data, identifying friction points, prototyping solutions within the Oracle application environment, and building out a website style guide that gave the broader team — including third-party designers working across brand branches — a consistent creative foundation to build from. Every design decision was pressure-tested against the premium standards each brand demanded.
The Results
The mobile initiative I spearheaded produced a 30% increase in mobile revenue in its first year — a meaningful result for a brand operating at Lenox’s scale. Beyond the numbers, the work established a more disciplined, modern digital standard across all three brands that carried forward well past the initial launch. It proved that a legacy luxury brand could evolve its digital experience without compromising the premium feel its customers expected.
See the Pen Ornament Store by Josh Pears (@joshpears) on CodePen.
This is a website usage and style guide that was created to help the creative team at Lenox.
See the Pen Lenox Website Style Guide by Josh Pears (@joshpears) on CodePen.
