Signet Enterprise Platform
Unifying 8 brands into one scalable iOS ecosystem serving 1.2M+ users.
Signet is the world’s largest specialty jewelry retailer, generating $7B annually across 2,800+ stores. I led the architecture of a unified iOS platform and helped establish the Amor Design System foundations that scaled across an 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 were rebuilding the same core interactions in different ways. That created duplicate design and engineering work, inconsistent customer journeys, and more friction in the path to purchase.
The mandate was clear: create one shared core, preserve what made each brand distinct, and make accessible, reusable patterns the default way teams shipped.
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 with clear governance, reusable logic, and a defined split between what had to stay consistent and what could flex by brand.
The Non-Negotiables: We standardized the highest-impact journeys across navigation, biometric authentication, checkout, and account management. These core flows were designed once, improved at the platform level, and deployed across every brand.
The Flexible Layer: Each brand retained its voice through semantic theming. This allowed shared components to adopt brand-specific expressions (such as Jared’s “Luxury” vs. Zales’ “Expressive” aesthetics) without duplicating UI code.
Validating the Core
We validated the platform through competitive benchmarking, moderated usability studies, and accessibility evaluation. The pattern was consistent: in foundational flows, users preferred clarity, predictability, and trust over novelty.
Biometric Trust: Face ID and Touch ID reinforced confidence in sign-in and checkout moments.
“It feels safer and faster.”
Discovery Efficiency: Consistent navigation reduced cognitive load and made task-based journeys easier to move through.
“This just feels normal.”
Content Priority: Testing also showed where storytelling had to step back and utility had to lead. On product pages, users expected key information like price and reviews higher in the scroll.
“I don’t scroll that far.”
Amor Design System
Amor became the source of truth for a global ecosystem of 800+ cross-functional adopters and changed how teams designed and shipped across the portfolio.
Operational Velocity: By standardizing reusable patterns, component specs, and interaction states, we reduced duplicate design and development work, improved handoff quality, and lowered the risk of UX regressions as features scaled across brands.
Inclusive by Default: Accessibility was built into the base components, helping teams meet WCAG expectations more consistently and making inclusive design part of the system itself rather than a downstream fix.
Unified Discovery
We replaced brand-specific navigation models with a shared tab bar architecture that established one wayfinding system across the ecosystem. Users no longer had to relearn navigation from brand to brand. The result was faster orientation, lower cognitive load, and a more familiar shopping experience.
The Flexible Layer in Action
A shared component model made brand expression scalable. The same product card architecture could flex across different content densities, merchandising priorities, and visual tones while preserving a consistent interaction pattern. One system supported many brand voices without breaking the experience.
Conversion & Checkout
We streamlined the path to purchase by standardizing core commerce behaviors across the platform. From product detail and reviews to favorites and move-to-bag actions, each pattern was designed to reduce friction, support faster decision-making, and make high-intent shopping easier to trust and easier to complete.
Unified Identity, Lasting Trust
Account architecture was designed once and deployed across eight brands. Orders, payments, saved methods, and loyalty remained consistent across the ecosystem, giving users one reliable identity layer even as each brand kept its own expression.
