In my most recent role, I led the design system team, setting the strategic direction through end-to-end delivery. I was responsible for all final design decisions, ensuring consistency, scalability, and quality across the product ecosystem and managed a team of 3 UX/UI designers. The outcome consisted of style guides, extensive component library with over 35+ unique components and 200+ page templates, usage guidelines and documentation. Throughout, I kept stakeholders closely engaged, presenting design solutions with clear rationale backed by both data and user insight.

Additionally, I collaborated closely with CRO teams to develop A/B testing plans rooted in user research and behavioural data, aligning experiments with meaningful user goals. To foster better cross-functional collaboration, I introduced ideation sessions and workshops that helped break down silos and bring diverse perspectives into the design process.

As the sole UX designer in the Search squad, I led design efforts from discovery through to delivery, using a user-centred approach to guide key decisions across the product lifecycle. I worked closely with Product Owners and Tech Leads to shape the UX strategy and define seamless end-to-end experiences. Collaborating with engineers early in the process helped surface technical constraints and ensure our solutions were both feasible and efficient to build. I also introduced and facilitated ideation sessions and workshops, encouraging collaborative problem-solving and stronger alignment across the team.

During my time at N Brown I worked end-to-end of the product lifecycle, translating insights from user research and product data into clear, actionable design solutions. I worked closely with stakeholders across product, tech, and research to ensure our design decisions were aligned with both user needs and business goals.

Alongside this, I helped evolve our design system, refining components to meet accessibility standards, align with brand guidelines, and deliver consistent UX across platforms. I also played a key role in supporting the rollout of a new front-end architecture, creating responsive high-fidelity designs and leading smooth handovers with engineers to bring everything to life seamlessly.