Creating a scalable white-label design system to support distinctive storefronts without duplicating the work behind each one.
Explore the approachSwitch between three fictional storefront designs. Each uses the same underlying component structure with different branding, typography and layout.
Moss theme selected.
Illustrative example — independently created for this portfolio.
An e-commerce SaaS platform serving over 100 webshops needed a more scalable way to create customer-specific designs. Each webshop had its own branding, but maintaining separate designs was time-consuming. The challenge was to build one flexible foundation that could support different brands and stay aligned with developed components.
I led the research, structure, and design of the new Figma system. I defined its variable-based setup, designed and redesigned components, and took the lead in deciding which existing components to adapt. I made those decisions in close discussion with the Product Owner and implementation teams.
I moved away from duplicating complete Figma files for every customer and introduced a shared component library as a single source of truth. The challenge was preserving customer-specific branding, which I solved through research and a plugin-based approach to managing variables. I aligned components and specifications with the Product Owner and front-end implementation teams to make handoff clearer, and trained external design partners to use the new workflow independently.
Introduced into new design projects in early 2026, the shared components made branded webshop designs faster to produce and easier to hand off to front-end developers. More consistent, implementation-aligned designs helped developers build pages more quickly and reduced clarification and review effort.
A focused UX/UI feature for managing notifications across multiple webshops and languages.
Explore the approachStore C · English
Illustrative example — independently created for this portfolio.
Webshop administrators needed a straightforward way to schedule and manage notifications across multiple shops and languages. Each notification could have its own timing, target audience, and display settings. The challenge was to offer flexible controls without making routine tasks complicated.
I owned the UX/UI design decisions for this feature, from information hierarchy and user flows to the interactions and visual interface. I decided what administrators should see at a glance, which actions belonged in the overview, and which settings needed a dedicated detail view.
I separated routine actions from more detailed configuration. The overview shows notification status per shop and makes pause/reactivate actions immediately available. A detail view handles content, languages, scheduling, audiences, and display behavior without crowding the overview.
The feature was implemented and is actively used by customers. It brings everyday actions and more detailed controls together in a clear management experience.
Alongside my other projects, I've led UX/UI exploration for an AI-assisted shopping search experience — from interaction concepts and screens to prototypes. The challenge is to make keyword search and conversational discovery feel distinct yet natural, while keeping keyboard navigation accessible.
Try “running shoes” or “What works for rainy runs?”
Illustrative example — independently created for this portfolio.
I'm a curious designer who likes to understand how things work, not just how they look. I enjoy untangling complicated workflows, questioning established ways of working, and finding solutions that make everyday tasks easier.
My experience spans design agencies, co-founding a studio, and working on B2B e-commerce software. I pay close attention to the details, but I'm equally interested in how individual design decisions fit into the bigger system.
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