Levi Strauss & Co.
// UX/UI Design
Case Study
Evaluated user tasks and goals, optimized process flows, and refined the User Experience of a bespoke customer customization tool (iPad app) for Levi Strauss & Co.
Collaborated with the UI team and back-end developers for product localization, and assessed interactive prototypes. Delivered key insights that enhanced visual fidelity, and streamlined user interactions, providing a seamless user experience while strengthening brand engagement.
Levi's Customization & Future Finish Studio App
Brand Story:Levi Strauss & Co. is one of the most recognized apparel brands in the world, with over 170 years of denim heritage. When they launched Project F.L.X. (Future-Led Execution), a laser-powered technology platform designed to sustainably digitize denim finishing and put customization directly in the hands of consumers. They needed an experience that had to be as innovative as the technology behind it.
The bespoke iPad app was the consumer-facing expression of that vision, brought to life at brand events and retail activations. A tool that let customers design their own one-of-a-kind pair of jeans or denim jackets in real time, with laser-etched results they could take home and wear.
The challenge:The app needed to guide customers through a personalized design process that felt intuitive and exciting, not technical, across high-energy brand activations and exclusive collaboration events. Beyond the customer-facing experience, the tool also had to support on-the-fly creative needs: adding graphic assets in real time for special guests, troubleshooting edge cases, and translating customer selections into production-ready specifications for laser finishing on site.
The existing flow had friction points that slowed down interactions and didn't fully communicate the value of what customers were creating in real time. The UX, the creative assets, and the physical fulfillment all had to speak the same language.
Scope of Work:Interactive prototype testing and UX feedback
User flow optimization and process redesign
UI refinement and visual fidelity improvements
Customer-facing app operation at brand activations
Real-time graphic asset support and technical troubleshooting
Translation of customer customization into laser-ready production files
Cross-functional collaboration with the UX and development teams
I was brought in based on my creative and technical background to help evaluate development and enhance the app experience from the inside out with a human-centric approach. I tested interactive prototypes, identified friction points in the user flow, and surfaced opportunities to improve clarity and interaction quality for users. I also optimized and input graphic assets that were integrated into the back-end systems of the app.
My creative approach:That insider knowledge carried directly into the field. At events like Haus of Strauss in Miami and the 501 Anniversary celebration at the SF Armory, I worked customer-facing, guiding guests through their personal customizations on the tablet app and translating their selections into exclusive finished laser graphics in real time. When special guests needed something beyond the standard options, I stepped in as creative support to build and integrate assets on the fly.
The role required equal parts design thinking, technical fluency, and people skills, and it deepened my understanding of how UX decisions play out in live, high-stakes environments.
Want to learn more about my innovation developer experience on Levi’s Future Lead Execution Project?