I lead the effort by first looking at the different ways a member could discover a brand's gift card. By understanding the shopper paths and getting a better sense of how current members hop around the website, I could then start to see where the
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  When it came time to look at our classification, I wanted to take another step back and bucket all the brands we carried. That meant looking at all the retailers, restaurants, gyms, spas, studios and more. After coming up with a large list of pos
  I then took all of my research, findings and assumptions and put them to the test. I created a full taxonomy to classify all brands (and in the future, products) that lived in our marketplace. I started with the most relevant and encompassing key
    Unfortunately, this project was put on hold and is still waiting to be implemented.
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