"It’s one thing to see something written about your brand, but hearing it directly from a customer? That’s a whole different level of impact." – Gina DeMatteo, Product Designer at Rothy’s

Shopping online should feel effortless. But when a website doesn’t align with customer needs, frustration can quickly set in. That’s exactly the challenge Gina DeMatteo tackled when she joined Rothy’s. Moving from customer support to UX design, she championed user-centered design to create a more intuitive, seamless digital experience.

In a recent episode of UserTesting's podcast, Gina shared how prioritizing customer experience optimization has helped Rothy’s evolve its e-commerce strategy, streamline its returns process, and expand its product offerings—all while staying true to its mission of sustainability and innovation​.

From customer support to UX leadership: a journey rooted in empathy

Gina’s journey at Rothy’s started in customer support while she was pursuing her master’s degree in Information Design and Technology. With a background in retail, she was already accustomed to listening to customer frustrations firsthand. This experience gave her a deep understanding of what customers truly needed.

"This need for customer empathy was not new to me," Gina explained. "But after working on my master’s, I realized that I could go beyond just responding to customer complaints—I could actually fix the problems at their core"​.

This realization led her to transition into UX design, where she focused on user-centered design—a method that ensures digital experiences are crafted with real users in mind.

Building the business case for UX research

When Gina first joined the UX team, Rothy’s had a strong foundation in quantitative research, tracking metrics like time on site and conversion rates. However, the company wasn’t yet utilizing qualitative user testing—a key component of customer experience optimization.

"We were testing where people were spending time on the site, but we weren’t actually talking to them," she said​.

Determined to change that, she partnered with her director to develop a case study proving the value of incorporating user testing earlier in the design process. They demonstrated that:

• Identifying UX issues before launch could save development costs.
• Iterative testing could reduce the need for major redesigns.
• Customers’ direct feedback could guide product decisions more effectively.

After quantifying the time and resources saved, securing buy-in from leadership was a no-brainer. This shift allowed Rothy’s to build customer-first experiences based on real insights​.

"Instead of waiting until the end of the design process to find bugs, we started testing mid-design, allowing us to fix issues before they even became problems."

Expanding beyond shoes: a UX challenge

Rothy’s is best known for its stylish, sustainable shoes. But as the company expanded into bags and masks, its e-commerce experience needed to evolve.

"The site was originally built for shoes," Gina explained. "But bags are a completely different product. There are no sizes, and customers shop for them differently"​.

To ensure a smooth transition, the UX team conducted extensive user research, including:

• Surveys and interviews to understand what customers look for in a bag.
• Competitive analysis of how other retailers present bags online.
• Usability testing to refine product pages and navigation.

By applying customer experience optimization principles, the team ensured that shopping for a Rothy’s bag was just as intuitive as shopping for their signature shoes.

Making digital more human: the power of "her"

One of Rothy’s most interesting UX strategies is how they humanize their customer.

"We refer to our user as ‘her’ because it reminds us that we are designing for a real person—not just a generic consumer," Gina shared​.

This simple linguistic shift fosters empathy within the company, ensuring that decisions are always made with the end user in mind.

Additionally, Rothy’s has developed detailed customer personas to reflect the diverse needs of its shoppers. Whether it’s a busy professional, a mom on the go, or a healthcare worker looking for comfort, the UX team designs experiences tailored to their lifestyle.

"By calling our customer ‘her,’ we’re constantly reminded that she exists, she has needs, and we are designing for her—not for ourselves."

Fixing the returns and exchanges process: a simple yet powerful UX win

One of Gina’s early successes in UX came from an unexpected place: the returns process.

Before her intervention, customers frequently contacted support to ask how to return or exchange their purchases. Through research, she discovered the root of the problem—there was no clear return information on the packing slips or website.

The solution? Adding clear return instructions to the packing slip and making the process more intuitive online.

"It was such a small tweak, but it made a massive impact. Support tickets about exchanges dropped substantially, saving our team time and making customers happier," she explained​.

This success solidified Gina’s belief that user-centered design isn’t just about flashy redesigns—it’s about solving real customer problems.

Adapting to changing customer needs during COVID-19

The pandemic forced retailers to pivot, and Rothy’s was no exception. However, its commitment to sustainability, durability, and customer experience optimization proved to be key strengths during this time.

"Our washable products really had their moment during COVID," Gina said. "People became hyper-aware of germs, and knowing that they could throw their shoes or bags in the wash provided peace of mind"​.

This shift in consumer behavior reinforced the value of Rothy’s core principles, proving that good design isn’t just about aesthetics—it’s about functionality and relevance.

The future of UX: what’s next?

Looking ahead, Gina is excited about the future of UX and customer experience optimization. She sees a growing trend toward mobile-first design and the blending of mobile and desktop experiences.

"We’re seeing more desktop sites incorporate mobile-style navigation, like hamburger menus, to create a seamless experience across devices," she noted​.

For Gina, UX is an ongoing process of refinement and improvement—there’s always an opportunity to make things better.

Final thoughts: a user-centered approach wins every time

Gina’s journey from customer support to UX leadership at Rothy’s highlights the power of user-centered design. By putting the customer at the core of every decision, companies can create digital experiences that are not only functional but truly delightful.

As Gina puts it, "There will always be ways to improve and innovate. The key is to keep listening, keep testing, and keep designing with real people in mind"​.