E-commerce
UX direction, research lead
Design system
2021
The challenge
The company's online stores were managed locally on different technologies. Maintaining them was slow, expensive and inconsistent in both design and user experience.
I set the vision: a seamless, consistent user journey and design system across every market and channel.
The approach
I began with research into each market's specific needs and the weaknesses in the current buying process.
I directed the team toward a system of standard, reusable web templates that could be customised per country. Shoppers everywhere get the same core UI components — search, cart and more — while the templates flex to each market's individuality.
The outcome
We delivered an e-commerce experience built around a simpler customer journey.
Under my direction the team created a simple but flexible digital identity, powered by a dynamic design system that adapts to user input and browsing behaviour.
The flexible UI components make it easy to spin up new pages and sites across geographies.