UX Design | Concept Direction | Cross-Functional Collaboration

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A Decade of Insight, Reimagined for What’s Next

2024 marked the 10th anniversary of PwC’s Holiday Outlook—a milestone moment for a report that has become a compass for understanding consumer sentiment during the most pivotal shopping season of the year. This year, our challenge was both retrospective and forward-looking: to honor a decade of insights while capturing the pulse of a rapidly evolving retail landscape shaped by AI, shifting generational values, and post-pandemic consumer behaviors.

My Role

As the UX Designer and concept lead, I shaped the strategic vision for how this data-rich narrative would live and breathe online. From the outset, I imagined an experience that felt both intuitive and immersive—one that invited users to explore the story behind the stats rather than scroll through static charts.

I collaborated closely with an illustrator and an animator to craft bespoke visual elements that conveyed the warmth and personality behind the data. My goal was to balance polish with playfulness, making the report accessible without diluting its analytical weight. I also partnered with development to ensure seamless functionality across devices and interactions.

Customized page sections

Design Strategy: Where Tradition Meets Technology

Our visual language leaned into contrast—a blend of analog charm and digital polish. The aesthetics juxtaposed cozy in-store scenes with sleek, tech-forward iconography to mirror the report’s central thesis: the holidays are no longer just about nostalgia or novelty, but about the blend of both.

Interactive infographics became storytelling anchors. For instance:

• Gen Z’s section highlighted sustainability and self-gifting behaviors through playful animations and toggle-based data views.

• Boomers’ preference for convenience was reflected in simplified flows and responsive layouts that mirrored their digital habits.

From omnichannel journeys to AI-enhanced shopping assistants, every design element echoed the nuanced shifts in how—and why—people shop today.

The Impact

More than a seasonal report, this project became a study in evolving digital storytelling. It showed how design, when rooted in empathy and strategy, can elevate even the most complex research into a human-centered experience. It also reinforced the value of cross-disciplinary collaboration—where UX, illustration, animation, and dev came together to build something greater than the sum of its parts.