Fossil Group faced a new wave of tech-first competition and an inflexible app that could not support its growing hybrid smartwatch line. I worked with designers, engineers, and brand stakeholders to redesign the app, creating a unified experience for both device and non-device users. Through user testing, iterative UX, and a scalable UI framework, we launched a global app that educated users on a complex mental model, reinforced the Fossil brand across multiple labels, improved engagement, and supported conversions.