Overview
Led the UX redesign of an enterprise digital asset management platform used by global marketing teams. The legacy system had complex workflows, inconsistent patterns, and poor user satisfaction.
Over seven years, my team established a user-centered design process—building shared understanding through personas and a fictional reference company, then delivering a scalable design system and validated prototypes.
Process
Research & Personas
Developed personas based on PM interviews and customer feedback. To give the team a shared reference point, we created a fictional bicycle company where these personas worked, allowing us to discuss real scenarios without exposing client data.
Story Mapping
Ran workshops to map complete user journeys. This exposed redundant steps, unclear decision points, and opportunities for simplification.
Design System
Built a comprehensive component library based on Material UI, ensuring consistency across the platform and accelerating development with validated patterns.
Prototyping & Testing
Built interactive Figma prototypes for key flows. Conducted remote usability testing to validate decisions before development. Hover to see navigation state change.
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White-Label Theming
The design system supports customer branding. We validated this with a Porsche theme, proving the architecture could adapt to enterprise requirements. Hover to compare.
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My Role
Head of UX Design, leading three designers over seven years. Established the design process, facilitated workshops, built the Figma design system, managed usability testing, and reported to C-level stakeholders.
Outcome
Delivered a unified design system with 100+ components, validated prototypes for core workflows, and white-label theming architecture. The new interface reduced training time and enabled faster feature development.