Two years ago, an in-house team was formed to build Free People from the ground up, instead of continuing to be handled by third-party maintenance. This also provided an opportunity to make Free People completely responsive instead of needing to maintain a separate site for mobile. I was requested to aid the team in style and UI work, working closely with both design and engineering teams. Post-launch, I continued to act as UI lead for new feature work. Key successes for this project included 66% faster page load speeds, 50% page size reduction, and a noticeable increase to product page traffic, as well as increased conversion at initial launch.