West Elm
For the first time since the 2009 recession, West Elm was staring down negative growth. While site traffic remained high, conversion stalled.
Team:
Kacey Cooper, Strategy
Meredith Moore, Designer
Sandra Sanchez, Copywriting
Sarah Flynn, Art Direction
Me! Team Lead
One thing to know
75% of shoppers abandon carts because they feel "overwhelmed" by the stakes of a large purchase.
-eMarketer (2024)
On Reddit, I identified shoppers suffering from Visual Dysmorphia:
a visceral inability to translate a digital image into a physical reality.
01
West Elm President Day Kornbluth noted that the brand sells items that are "inherently hard to buy" and that they were interested in pursuing ai options.
-The Business of Home Podcast (2025)
02
With an 87% rejection rate due to poor past experiences, existing AR and 3D tools failed to bridge the imagination gap for West Elm shoppers.
-Baymard Institute (2024)
A new way to talk about AI
Moved the needle from a technical hurdle to a magical experience.
Architected the feature's placement throughout the funnel to drive conversion from the homepage to the cart.
Produced a product demo showcasing how West Elm navigates spatial anxieties, moving the narrative beyond basic FAQs.
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Led a feature-led social campaign, using high-utility demonstrations to move customers from browsing to buying.
Proof I love my work
What I bring to a team
Strategic partner
As a strategist, it is so important to have an account manager that you can work side by side with and that is how it was working with Gabe. We were able to bounce ideas and push each other and that made our project all the more better. Gabe was a great backbone for our work together.
-Kacey Cooper, Strategist
Hands-on leadership
Gabe was an outstanding account manager and team lead, the best I have worked with. She stayed hands-on throughout the process, offering helpful advice and making sure we stayed organized and aligned with both the assignment and professor’s feedback. She was vital to our team’s success, contributing to everything from deck storytelling to video editing and design. I especially appreciated how consistently she checked in and supported each of us. Her leadership and organization set the standard for what a great account manager should be.
-Meredith Moore, Designer
Creative anchor
If I had to explain my experience with working with Gabe, I would describe it as when a momma bird feeds her little chicks.
Gabe is the mom feeding me all the information and I’m the baby bird shitting out the creative ideas…but in a good way!
-Sandra Sanchez, Copywriter