Ever wonder why some brands keep you coming back while others just don't click?

We had the pleasure of sitting down with Sabrina Wong, Head of UX Design at Tapestry Brands, to chat about how thoughtful digital experiences directly drive customer loyalty for luxury retailers like Coach, Kate Spade, and Stuart Weitzman.

Sabrina explains how UX serves as the critical bridge between what brands promise and what customers actually experience. She shares real examples from her decade in tech and design, including how simplifying their return process dramatically improved customer retention.

We explore what secretly frustrates shoppers (those multi-step checkouts and hidden fees!), how Tapestry balances data analysis with design intuition, and innovative ways they're using AI to enhance in-store experiences. Sabrina also challenges some widely accepted "best practices" that can actually create more problems than they solve.

One of the best takeaways?

Sometimes the most effective UX is the kind you don't even notice - it just works so seamlessly that nothing gets between you and what you came for.

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