Baked by Melissa

As Baked by Melissa, a New York City bakery with a loyal customer base, entered a growth phase, its digital experience was not keeping pace: discovery and checkout had friction, and digital and physical touchpoints felt disconnected.

I led the end-to-end customer experience and defined an omnichannel strategy linking digital and physical touchpoints. I led user research, UX design, and visual design with cross-functional partners, balancing brand expression with performance.

We oversaw a Magento 2 migration alongside a new UX and visual design system that reflects the brand’s playful personality. Discovery and checkout were simplified, friction in key flows was reduced, and the experience became more consistent across channels, creating a significantly improved commerce experience and a foundation for future growth.