Hi, I’m Rosanna.
I've turned a lifelong love of fashion into a career leading digital experience design for some of the most iconic brands in retail, building and mentoring teams across design, UX research, and content.
I believe the brands and experiences that stay with us are the ones we form personal connections with, the ones that not only become part of the cultural conversation, but help shape it. With a background in fashion and journalism, I bring an editorial lens to my work, creating thoughtful digital experiences where storytelling, strategy, and design come together.
Selected Work *
Selected Work *
👟 Foot Locker, Inc.
Head of Experience Design
Leading a multi-year transformation of Foot Locker's global digital ecosystem across Foot Locker, Kids Foot Locker, and Champs Sports.
+ Directing an Experience Design organization of 10+ across Product Design and UX Research — covering enterprise experiences across web, mobile app, store technology and merchandising tools.
+ Launched “Fits”, Foot Locker’s first customer-facing AI-powered styling experience, translating customer insights into a differentiated shopping journey.
+ Led the shift to an AI-first Experience Design operating model, integrating AI across the end-to-end design process to streamline workflows, accelerate concept-to-prototype timelines, and increase team capacity for strategic work.
+ Established the “Shoebox” enterprise design system.
+ Delivered +29–41% app conversion improvements.
+ Increased homepage engagement by +14% YoY.
+ Recipient of a 2025 Baymard Ecommerce UX Award.
Case studies on request.
🌀 Madewell Denim
Experience Design & Strategy
Directed experience design and digital product strategy for Madewell’s signature category, denim, leading the redesign of PLP, PDP, and filtering to deliver a best-in-class size and fit experience.
💎 Victoria Beckham Beauty
Experience Design & Strategy
Shaped the digital debut of Victoria Beckham’s fragrance collection, blending research, storytelling, and design into a discovery-led, emotionally resonant DTC experience.