Problem / Challenge:
American Girl aimed to transform its flagship retail environment into an immersive, experiential space where girls and families could engage creatively with the brand, exploring personalized product creation and interactive storytelling.
Role / Leadership / Approach:
Senior Art Director on a cross-functional team, contributing visual design and storytelling strategy Designed the look, feel, and interactive style of the “Create Your Own” experienceDeveloped engaging visual narratives that guided young users through personalization journeysCollaborated closely with designers, developers, and brand partners to translate story into immersive digital-physical experiences
Process:
Designed UI, animation cues, and interaction visuals for the personalization interface Created story-driven design systems to make complex options intuitive and playful Participated in prototyping and iterative testing to refine visual storytelling and usability Mapped audience journeys to ensure the experience felt seamless, fun, and engaging
Outcome:
Enhanced engagement by helping users navigate over 1.3 million customization options in an intuitive and playful way Strengthened brand storytelling through cohesive visual and interaction design Delivered a scalable design framework for additional flagship locations Blended physical and digital experiences to create an immersive, audience-first retail journey
Skills:
Visual storytelling · Audience journey design · Physical + digital integration · Interactive experience systems · Prototyping & concept communication
