Overview
Role: UX Design Lead (May 2020-Oct. 22), Head of Client Experience (Oct. 2022-Nov. 2024)
Objective: Led the design and optimization of IAMBIC’s client experience, making footwear size-inclusive by overcoming traditional sizing limitations.
Timeline: May 2020–November 2024
Tools: Figma, Google Suite, Zoom, Calendly, Airtable, pen and paper, Klaviyo, Mailchimp, Adobe Photoshop and Premiere Pro, Shopify, Wordpress
Methodologies: Lean Startup, Agile, Design Sprint
IAMBIC, recognized as a TIME Best Invention of 2023, creates custom-fit footwear by blending AI technology with artisan craftsmanship. As UX Design Lead and Head of Client Experience, I designed and optimized the customer journey and pioneered the world's first mobile web foot-scanning app for custom sneakers.
Pain Point: Footwear Fit
Approximately 2 out of 3 people wear shoes that don't properly fit, suffering the hidden consequences of poorly fitted footwear: chronic pain, injuries, lifelong discomfort, and for many, compromised mobility. Footwear that doesn’t fit leads not only to returns and waste, but also to real quality-of-life issues, environmental strain, and financial burden for wearers and brands alike. 
IAMBIC began with the belief that data and AI could change that. Our first model was a fit-prediction tool aimed at brands and retailers, helping them match shoes to customers more accurately to reduce returns and waste. Over time, we saw that real impact required going deeper: not just predicting fit, but enabling people themselves to provide the right data. That led us to build a research app, recruiting hundreds of testers to train our AI through machine learning. We then pivoted toward a Direct-to-Consumer model, transforming the tool into a client-facing portal, one that lets customers scan, get fit profiles, and receive custom-fit footwear with much greater accuracy, comfort, and trust.
The Challenge
Client Portal and Tools: Creating an intuitive scanning process for custom-fitted sneakers meant guiding users through a completely new experience—one without precedent. With no prior frame of reference, users needed clear, accessible instructions to confidently capture precise foot scans. The challenge was striking the right balance between simplicity and the technical accuracy required for a perfect fit.
Customer Journey Touchpoints: Establishing a cohesive, personalized multi-channel experience to establish trust and brand consistency.
The Process
Product Evolution Through Research
B2B Fit Prediction Tool: Piloted with shoe brands to design and test an AI-powered fit predictor tool to help match customers with the best-fitting shoes. Conducted consumer interviews, surveys, and competitive analysis through the National Science Foundation's Beat the Odds Boot Camp. Consumer research and piloting insights revealed the full extent of sizing challenges traditional brands couldn't address, driving IAMBIC's strategic pivot to direct-to-consumer custom footwear.
Research App: Transformed the B2B tool into a mobile web, iOS, and Android apps for collecting foot scan data and refining AI algorithms. Observational methodologies—user feedback, usability testing, and behavioral analysis—revealed which scanning aspects came naturally and which needed guidance, informing the consumer-facing experience.
Client Portal: Designed the world's first mobile web app enabling customers to remotely scan their feet for custom sneakers. Worked closely with developers, branding experts, and leadership to aligned the portal's design with IAMBIC's overall customer experience strategy using the U.S. National Science Foundation Innovation Corps (NSF I-Corps) entrepreneurial methodology to rapidly validate hypotheses and incorporate real-time feedback. Key enhancements included:
• Simplified User Flow: Divided the flow into two independent steps—Fit Profile (preferences) and Scans (measurements).
• Instructional Clarity: Created video tutorials based on research app feedback to demonstrate proper scanning techniques, addressing errors like misalignment or inadequate lighting while adapting to how testers instinctually approached the process.
• Flexible Features: Added rescanning and profile editing options for greater user control.
• Preparation Guide: Streamlined onboarding based on customer feedback and usability testing to increase success rates by 25%.
View the Client Portal: https://client.iambic.co (Mobile device required)
Customer Journey Optimization
Communications Strategy: Directed educational campaigns showcasing IAMBIC's technology and building confidence in the custom footwear process.
Order Experience: Refined checkout flow and post-purchase updates for transparency, optimal timing, and gauging customer satisfaction.
Community Building: Built and managed IAMBISPHERE, a 200+ member consumer research group providing ongoing insights and shortening iteration cycles by 20%.
Results
Portal Performance:
• 25% improvement infirst-attempt Virtual Consultation success rates.
• Increased scan quality through visual guidance and interactive feedback.
Customer Experience:
• Streamlined order flow with improved transparency.
• Educational content boosting trust and brand awareness
• Comprehensive post-purchase communication addressing fit adjustments and encouraging repeat engagement.
Future Considerations
Technical Enhancements: Test alternative guidance methods (voiceover, progressive disclosure, interactive overlays) and real-time scanning feedback to further improve accuracy.
Segmentation: Expand targeted messaging strategies as new audience segments emerge, with more precise subsegment definition.
System Evolution: Implement modular design system for flexibility and conduct long-term behavioral research to optimize digital and post-purchase interactions.
Additional Details
For a closer look at these projects and the processes behind them, visit the following case studies:
Fit Prediction Tool (Coming Soon)
Research App (Coming Soon)
Customer Journey (Coming Soon)
