What happens after being #1?

Long story short

The ICONIC is one the most beloved brands in Australia and New Zealand. In less than a decade, the company has ascended the ranks of online fashion retail by offering hundreds of brands coupled with 3 hour delivery times- something even Amazon has yet to establish in ANZ. Even though THE ICONIC has established itself as #1, it continues pushing the envelope.

I have been working on (2) new, unannounced business channels at THE ICONIC. The first initiative paused due to COVID-19 in exchange for the second initiative, which is a business response to COVID-19. As the sole design resource for both projects, I have complete ownership of the customer journey end-to-end. Because both are new business channels, I work horizontally across the business juggling many stakeholders. Designs are both customer and internal-facing. It continues to be exciting and challenging solving in the innovative space.