The Bay, previously Hudson's Bay, is a Canadian luxury goods department store chain. As a sole product designer in the team, I had to lead all the designs in The Bay. CX project was one of big main projects. The Bay continuously improve site CX and overall enhancements to ensure the website remains competitive and relevant. Our core strategic mission is to be a digital first company and in order to achieve this we need to offer a great frictionless customer experience on our digital platforms. The collections of selected segments below are a result of ongoing collected feedback loops we have received from VOC, observation of ecommerce trends and competitive analysis. Since the organization had a big change of banner separation beginning year, I have been working as a sole product designer. For the future opportunity, I wish we could have more capability to do some user researches.