Hi, I’m Rosanna.

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 push it forward.

I've led experience design for some of the most iconic brands in retail, shaping digital experiences that resonate with millions of customers. My work has been recognized through industry awards and features, including a 2025 Baymard UX Award and coverage in Business of Fashion.

Currently, I’m Head of Experience Design at Foot Locker, where I lead a global organization spanning product design, research, and content. I've scaled the team, established our AI strategy, design system, and content practice, and partnered across Product, Engineering, Marketing, and Brand to reimagine experiences across web, app, and stores.

I grew up collecting Teen Vogue and idolizing Mischa Barton’s outfits on The O.C.. I’ve always been drawn to the way style shapes culture, and how culture shapes style in return.

Today, I focus on building experiences that create emotional connection without sacrificing simplicity.

When I’m away from my desk, I’m usually hunting for vintage fashion or hanging out in Brooklyn with my dog, Bandit.

  • Lead Product Designer @ Madewell → Senior Manager, Experience Design & Strategy @ J.Crew Group

    I built and scaled Madewell’s first digital product design and research function, later stepping into a strategic leadership role across the J.Crew Group portfolio.

    I led high-impact initiatives across denim and size & fit, translating customer insight into experiences that drove measurable business growth.

    Highlights include Madewell’s Denim Fit Quiz (+5% conversion lift, six-figure incremental demand) and the brand’s first digital warehouse sale (multi-million dollar incremental demand).

  • Experience Design Lead

    Owned design strategy for Verizon’s e-commerce search experience, advancing early agentic, AI-powered capabilities across conversational and internal search while evolving core features.

  • Experience Design Lead

    Led the digital experience for the debut of Victoria Beckham Beauty’s gender-neutral fragrance collection, partnering closely with brand and marketing to translate the launch into a DTC journey rooted in emotion and discovery.

    The experience drove over 10K quiz completions within the first two weeks post-launch, deepening customer engagement and guiding product exploration.

  • UX Designer

    Led design for A/B testing initiatives across Xfinity Account Management and Comcast Business platforms, using data and customer insight to optimize journeys and improve engagement.

Previously