Assistant Digital Merchant Interview

Assistant Digital Merchant Interview
Ratta Kidakarn
Merging User Experience, Retail Expertise & Analytics for an Enhanced Digital Experience
Portfolio: rattakid.com
Thank you, Shannon Tough 
for interviewing me
Today's Agenda
Introduction & Background
My journey in user experience designer and retail
Skills & Experience
Digital tools and retail expertise
Case Study highlights 
Real results and impact
Closing Pitch
My contribution within Lululemon & outside of work
My career journey
From Flight Attendant to Digital Designer to Educator
Flight attendant 
Delivered a consistent, high-quality brand experience under pressure, honing rapid problem-solving and customer interaction skills.
Digital designer (UX)
Developed intuitive, on-brand digital experiences with a sharp eye for visual detail and user behavior.
Educator
Built authentic guest connections, delivering product education and community-driven experiences with clarity and enthusiasm.
Key Skills & Tools
Digital Merchandising
PDP optimization, inventory tracking, and campaign management
Analytics
Google Analytics, Power BI, Excel, KPI monitoring, and ad-hoc analysis
UX & Design
Figma, Webflow, user-centered design principles, prototyping, and mobile-first design
Collaboration
Cross-functional teamwork with marketing, buying, and brand teams
Additional Competencies
Digital marketing planning and email campaign management
Case Study: Delivering Real Results
See how my unique blend of retail expertise, UX design, and analytics has transformed digital shopping experiences for leading brands.
Case Study: Elevating Digital Shopping 
Situation
I Led digital merchandising strategy for new mobile app launch, merging UX expertise with storytelling.
Task
Optimize product pages and category layouts for intuitive, inspiring shopping journeys.
Action
Directed UX design and collaborated cross-functionally to create cohesive seasonal product stories.
Results
200,000+ downloads generating ~$500,000 daily sales with reduced bounce rates.
Key Takeaway: Intentional digital merchandising creates measurable business results while enhancing the guest experience.
Key User Pain Points
Our user research revealed critical friction points in the current shopping experience that directly impact conversion rates.
Most concerning: 80% of users abandoned the app after encountering these issues twice, representing significant lost revenue potential.
Performance Analytics Dashboard
I developed a comprehensive analytics system to track key performance metrics and enable data-driven decision making during the app redesign.
The dashboard integrated Figma, Mural, Amplitude and Google Analytics with custom event tracking to provide stakeholders with real-time performance visibility across multiple timeframes.
Our analytics overhaul directly contributed to substantial metrics improvements by identifying friction points and optimizing the user journey.
Campaign Analysis & Optimization
I designed comprehensive systems to analyze promotional campaign effectiveness, providing actionable insights for optimizing marketing strategy and maximizing ROI.
My optimization strategies included banner placement testing, personalized recommendations, visual deal highlights, and cross-category promotion tactics.
Inventory Management Impact
Key Challenges
Limited stock visibility for customers
Unreliable real-time inventory updates
Difficult product navigation within extensive inventory
Absence of restock notification system
Solutions Implemented
Real-time stock indicators on product cards
Transparent delivery/restock date displays
Hierarchical category organization system
"Same Day" availability badges
Streamlined wholesale quantity selection
Product Detail Page Optimization
The PDP optimization created substantial performance improvements across all key metrics.
232%
Add to Cart Lift
From 8.2% to 27.2%
67%
Time on Page
From 1:42 to 2:48 minutes
167%
Image Interactions
From 1.2 to 3.4 per visit
167%
Conversion Rate
From 2.1% to 5.6%
Enhanced visuals with high-quality images, zoom features, and clear pricing drove engagement. Simplified add-to-basket flow, recommended products, and tabbed specs improved functionality.
Driving Exceptional Results
My strategic UX optimizations delivered significant business impact across key metrics:
$500K
Daily Revenue Generated
Transformed the eCommerce experience through targeted UX optimizations that directly increased conversion rates and average order value
200K
New App Installations
Created an intuitive, mobile-first experience that drove substantial user acquisition and remarkable app store ratings
20%
Engagement Lift
Revolutionized product discovery with optimized PDP layouts that significantly increased time-on-page and interaction depth
These results demonstrate my ability to deliver measurable business value through strategic digital experience enhancements.
My contributions with Lululemon
Global Learning Contributor
Partnered with the e-learning team to translate and voiceover Thai training modules adopted across global teams.
Internal Events Lead
Organized and hosted staff events that strengthened team connection and reflected Lululemon’s culture.
Why you should hire me
Communicator & Collaboration 
I collaborate across teams with clarity, empathy, and accountability — ideal for supporting cross-functional tasks like campaign planning, e-commerce execution, and weekly brand meetings.
Retail & Guest Experience
With experience as a Lululemon Educator and Flight Attendant, I deeply understand guest behavior and how to deliver an exceptional brand experience — aligning with digital merchandising goals and site excellence.
Tech-Savvy 
From building e-commerce apps to optimizing UI, I’m confident working with data, digital tools, and user journeys — ready to contribute to inventory tracking, PDP updates, performance audits, and marketing execution.
Outside of work
Dog person
Proud owner of a French Bulldog – we’re a 5K dream team! You’ll often catch us running together, rain or shine.
Weightlifting 
CrossFit regular and passionate about strength training. I find energy and focus through the barbell.
Speaker
Love sharing knowledge and connecting with others through talks on technology, innovation, and growth.
Thank you so much
I appreciate your time and consideration today.
Connect 
linkedin.com/in/rattakid
Reach Out
Happy to answer more questions
Next Steps
Looking forward to potential collaboration
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