Signet Enterprise Platform
Unifying 8 brands into one scalable iOS ecosystem serving 1.2M+ active users.
Signet is the world’s largest jewelry retailer ($7B/yr, 2,800+ stores). I led the architecture for a unified iOS platform and the parallel Amor Design System foundations. This framework scaled across the eight-brand portfolio, including Blue Nile in the U.S. and H. Samuel in the U.K.
At this scale, the primary risk is divergence. Without a shared foundation, brand teams ship competing versions of core interactions. I led the platform architecture that unified a fixed iOS core while enabling eight distinct brand expressions.
The Mandate: Stop divergence across teams and brands. Raise quality through shared patterns and governance. Speed delivery by making accessible, reusable components the default path.
The Unified Architecture: consolidating 8 fragmented sitemaps into one master flow.
One Core, Eight Brands
To solve the “8 App Problem,” I led the architecture of a shared iOS foundation backed by strict governance.
The Non-Negotiables: We unified navigation, sign in and account creation including Face ID, checkout, and account management so core journeys were designed and optimized once, then deployed everywhere.
The Flexible Layer: Each brand retained its voice through tokenized theming so Jared could feel “Luxury” and Zales could feel “Expressive” without rewriting components or duplicating code.
Validating the Core
We didn't guess, we tested. Competitive benchmarking and moderated usability studies confirmed that predictable navigation patterns outperformed 'branded' custom UI. As users stated: "It feels safer and faster."
Amor Design System
The system is the source of truth for 800+ global contributors. By utilizing semantic tokens and atomic component libraries, we reduced design-to-dev handoff time and ensured WCAG accessibility compliance across all 8 brands.
Unified Discovery
We replaced idiosyncratic navigation with a scalable tab bar architecture. This reduced cognitive load and allowed users to build muscle memory, regardless of which brand app they were using.
The Flexible Layer in Action
A single component, infinite expressions. Through tokenization, the same 'Product Card' component adapts to different data density and brand aesthetics without code duplication.
Conversion & Checkout
The business end of the platform. We streamlined the path-to-purchase by standardizing the 'Add to Bag' logic and removing friction from the checkout flow.
These optimizations were built to support a $40-75M annual growth model.
Unified Identity, Lasting Trust
Account architecture was designed once and deployed across eight brands. Orders, payments, and loyalty remain consistent while brand expression scales without divergence.
