The site had just launched. I knew immediately it was wrong.

Not because I ran an audit. Because I've spent a decade in ecommerce. I know what makes a product convert. I know what a loyal customer looks like when she's being ignored. And I know what happens when you build a site around one person's vision with no room to test and no flexibility for what you don't know yet.

Everything works perfectly. Until one thing breaks. Then it all goes at once.

The relaunch had forgotten its most valuable customer — the one who already loved the brand, who came back season after season. She walked into the new experience and didn't recognize it. They were chasing someone new while losing someone real.

We fixed the experience. Then we looked at everything being spent to prop it up. Technology that was solving problems photography could have fixed. Costs that existed because nobody had stopped to ask whether they should.

We cut what didn't belong. The site converted better and cost less to run.

Better experience. Cleaner P&L. Nothing between the customer and the product that didn't need to be there.