UX Leader
Design Leadership & Strategy
Building & scaling UX teams, standards, & decision-making for large-scale digital products.
Leadership impact
I lead UX across web and app, focused on scaling teams and enabling better product decisions with measurable outcomes.
My work focuses on how teams make decisions: what to change, what to leave untouched, and where design effort creates meaningful customer and business value under real constraints.
At Home Shopping Europe, this translated into:
- Contributed to shifting the order mix from phone-based sales to web and app channels, increasing digital share from ~30% in 2020 to ~60% by 2026 as part of a broader e-commerce transformation, strengthening UX quality, trust signals, and decision-making across revenue-critical journeys.
- Scaled the UX organization from 2 designers to a 9-person Design & Research team, enabling clear ownership and better product decisions within product teams.
- Introduced a structured visual quality assurance ritual for the riskiest journeys, where design and engineering validate implementation against approved designs, reducing bug tickets by ~25% (measured via Jira bug tickets created).
- Initiated the company’s first Design System to reduce design debt and improve accessibility, reducing delivery cycle time by ~15% across teams (measured via Jira ticket cycle time, from creation to closure).
Case Study
Live Shopping HELLO App: how a creator-led live commerce initiative increased return likelihood by 2.3×
