Selected work
Here are a few brief highlights of how I turned objectives into outcomes over the past few years.
Galexian Digital
Galexian Digital
A lead generation corporate site that turns a broad multi service offer into a clear narrative that’s easy to follow and act on.
A lead generation corporate site that turns a broad multi service offer into a clear narrative that’s easy to follow and act on.
Lead designer
2025
A broad multi service offer needed a clear, credible story people could understand fast and act on. Brand foundations were created across the logo, visual identity, and web UI, then translated into a lightweight marketing site built to scale as new services and case studies come in. The key was keeping it premium and trustworthy without over explaining, while making conversion paths feel obvious.
Air360
Air360
A product marketing site for a UX analytics solution, built to explain value fast and drive demos.
A product marketing site for a UX analytics solution, built to explain value fast and drive demos.
Lead designer
2024
A bold, color heavy brand needed a corporate site that could sell the product fast without sacrificing clarity. The work covered the full website experience and the supporting components required to keep pages consistent and scalable. The main challenge was keeping readability, contrast, and hierarchy tight across layouts, using WCAG minded decisions to balance accessibility with the brand’s look and feel.
Magic: The Gathering Secret Lair
Magic: The Gathering Secret Lair
A high intensity drop store for limited time releases, where customers must understand value instantly and checkout fast.
A high intensity drop store for limited time releases, where customers must understand value instantly and checkout fast.
Lead designer
2022
Limited time drops leave no room for hesitation, so value had to be instantly clear and checkout had to feel effortless under pressure. The scope covered the full store ecosystem, from storefront and checkout to customer account, support flows, and transactional emails, with a queue system in place to handle peak traffic. The result was a high performing, conversion oriented experience built for urgency and clarity, with a structure that made it easy to understand exactly what each pack or bundle contained. Along the way, a subscription model was explored, then later shelved.
Limited time drops leave no room for hesitation, so value had to be instantly clear and checkout had to feel effortless under pressure. The scope covered the full store ecosystem, from storefront and checkout to customer account, support flows, and transactional emails, with a queue system in place to handle peak traffic. The result was a high performing, conversion oriented experience built for urgency and clarity, with a structure that made it easy to understand exactly what each pack or bundle contained. Along the way, a subscription model was explored, then later shelved.
Focus Entertainment
Focus Entertainment
An official store for physical and digital games, merch, and bundles, with access to early access programs and betas.
An official store for physical and digital games, merch, and bundles, with access to early access programs and betas.
Lead designer
2022
This store had to feel coherent across a wide range of products and business rules, without losing what made the brand recognizable. The scope covered the full commerce ecosystem, from storefront and checkout to customer account, support flows, and transactional emails. The challenge was building consistency across very different shopping paths while integrating the brand identity into UI decisions, with ongoing collaboration to stay aligned with the client team.
This store had to feel coherent across a wide range of products and business rules, without losing what made the brand recognizable. The scope covered the full commerce ecosystem, from storefront and checkout to customer account, support flows, and transactional emails. The challenge was building consistency across very different shopping paths while integrating the brand identity into UI decisions, with ongoing collaboration to stay aligned with the client team.
Square Enix
Square Enix
A flagship commerce platform for physical and digital games, merch, preorders, collector editions, limited runs, and bundles.
A flagship commerce platform for physical and digital games, merch, preorders, collector editions, limited runs, and bundles.
Lead designer
10 years
This platform had to excel at two things: showcasing premium collector products through rich merchandising, and staying launch ready when demand spiked instantly. It supported highly anticipated Final Fantasy XIV expansion releases, including real time announcements during large industry events, so flexibility and launch readiness were core requirements from day one. Beyond the core store and full post purchase ecosystem, it included advanced features such as 3D visualization and a full loyalty program with points, rewards, and vouchers. Over more than ten years, it evolved through three full versions while maintaining continuity for returning customers.
This platform had to excel at two things: showcasing premium collector products through rich merchandising, and staying launch ready when demand spiked instantly. It supported highly anticipated Final Fantasy XIV expansion releases, including real time announcements during large industry events, so flexibility and launch readiness were core requirements from day one. Beyond the core store and full post purchase ecosystem, it included advanced features such as 3D visualization and a full loyalty program with points, rewards, and vouchers. Over more than ten years, it evolved through three full versions while maintaining continuity for returning customers.
Oral-B (EU)
Oral-B (EU)
A commerce experience where education mattered as much as conversion, with content heavy storytelling, guidance, and oral hygiene best practices built into the sales journey.
A commerce experience where education mattered as much as conversion, with content heavy storytelling, guidance, and oral hygiene best practices built into the sales journey.
Design lead
2022
This experience had to educate as much as it had to sell, without turning the journey into a content maze. The core challenge was balancing deep content with conversion friendly navigation and clear decision making. The focus stayed on a premium, trust building experience that could drive strong commercial performance, while remaining coherent from informational pages through transactional flows.
This experience had to educate as much as it had to sell, without turning the journey into a content maze. The core challenge was balancing deep content with conversion friendly navigation and clear decision making. The focus stayed on a premium, trust building experience that could drive strong commercial performance, while remaining coherent from informational pages through transactional flows.
Hasbro Pulse (HK)
Hasbro Pulse (HK)
A collector focused store for toys, board games, and limited items, with preorders and a time boxed crowdfunding program to validate production.
A collector focused store for toys, board games, and limited items, with preorders and a time boxed crowdfunding program to validate production.
Lead designer
2022
This store combined a full commerce ecosystem, from storefront to post purchase, with a crowdfunding flow where clarity and expectations mattered as much as conversion. Built specifically for the Hong Kong territory, it also had to live alongside other regional experiences without feeling off brand. The work focused on matching an established look and feel while keeping the journey and crowdfunding logic clear and reliable.
This store combined a full commerce ecosystem, from storefront to post purchase, with a crowdfunding flow where clarity and expectations mattered as much as conversion. Built specifically for the Hong Kong territory, it also had to live alongside other regional experiences without feeling off brand. The work focused on matching an established look and feel while keeping the journey and crowdfunding logic clear and reliable.
Chanel Atelier Beauté (US)
Chanel Atelier Beauté (US)
A checkout experience for home delivery and click and collect pickup, integrated into the existing online store and a retail tablet app for assisted selling.
A checkout experience for home delivery and click and collect pickup, integrated into the existing online store and a retail tablet app for assisted selling.
Lead designer (v1)
2021
In a physical store context, checkout had to be fast, staff friendly, and hard to get wrong, while still feeling premium. The work covered checkout and transactional emails, with flows designed for speed and low error execution on the shop floor. The challenge was delivering a reliable retail experience teams and customers could run smoothly, without sacrificing the brand feel.
In a physical store context, checkout had to be fast, staff friendly, and hard to get wrong, while still feeling premium. The work covered checkout and transactional emails, with flows designed for speed and low error execution on the shop floor. The challenge was delivering a reliable retail experience teams and customers could run smoothly, without sacrificing the brand feel.
Dungeons & Dragons
Dungeons & Dragons
A new store launch following the success of Secret Lair, built to sell physical and digital bundles, including D&D Beyond entitlements, plus accessories.
A new store launch following the success of Secret Lair, built to sell physical and digital bundles, including D&D Beyond entitlements, plus accessories.
Lead designer (v1)
2022
This launch needed to make bundles instantly clear, especially when mixing physical products with digital entitlements. The scope covered the full store experience, from storefront and checkout to customer account, customer support flows, and transactional emails, with clean bundle logic and brand fidelity maintained throughout. The key challenge was helping customers understand contents and value at a glance, so decisions felt confident and friction stayed low.
This launch needed to make bundles instantly clear, especially when mixing physical products with digital entitlements. The scope covered the full store experience, from storefront and checkout to customer account, customer support flows, and transactional emails, with clean bundle logic and brand fidelity maintained throughout. The key challenge was helping customers understand contents and value at a glance, so decisions felt confident and friction stayed low.
Kering Privé
Kering Privé
A gated private sales platform for employees and invited guests, built around limited time drops across multiple luxury brands and intense stock contention.
A gated private sales platform for employees and invited guests, built around limited time drops across multiple luxury brands and intense stock contention.
Lead designer (v1)
2019
This private sales store was built around urgency, so the rules had to be strict, visible, and feel fair. It included restricted access and authentication, invitation management, quotas on purchasable items, and a cart reservation mechanic that temporarily held items before releasing them back to inventory automatically. The end to end experience was shaped around fast decision making and clear “you snooze, you lose” availability rules users could understand at a glance.
This private sales store was built around urgency, so the rules had to be strict, visible, and feel fair. It included restricted access and authentication, invitation management, quotas on purchasable items, and a cart reservation mechanic that temporarily held items before releasing them back to inventory automatically. The end to end experience was shaped around fast decision making and clear “you snooze, you lose” availability rules users could understand at a glance.
Maison Margiela Fragrances
Maison Margiela Fragrances
A fragrance store built around gifting and personalization, while keeping the purchase flow fast.
A fragrance store built around gifting and personalization, while keeping the purchase flow fast.
Lead designer
2020
This fragrance store needed to feel giftable and premium without slowing down the purchase flow. It included a bottle personalization feature with text added directly on the product page, plus a checkout step to select brand controlled complimentary samples. The experience covered the full commerce journey from storefront through post purchase, with the challenge of keeping customization and sample selection elegant and intuitive while staying friction free.
This fragrance store needed to feel giftable and premium without slowing down the purchase flow. It included a bottle personalization feature with text added directly on the product page, plus a checkout step to select brand controlled complimentary samples. The experience covered the full commerce journey from storefront through post purchase, with the challenge of keeping customization and sample selection elegant and intuitive while staying friction free.
L'Oréal Hair.com
L'Oréal Hair.com
An affiliate commerce platform for professionals, combining partner storefronts with service discovery and appointment booking.
An affiliate commerce platform for professionals, combining partner storefronts with service discovery and appointment booking.
Lead designer
2020
This platform had to bridge two intents in one experience: buying products online and finding a local professional for services. Beyond the core commerce journey, it included nearby professional search and professional profile pages that supported discovery and confidence. The challenge was unifying retail and local service flows into one coherent path that still felt brand consistent.
This platform had to bridge two intents in one experience: buying products online and finding a local professional for services. Beyond the core commerce journey, it included nearby professional search and professional profile pages that supported discovery and confidence. The challenge was unifying retail and local service flows into one coherent path that still felt brand consistent.
L'Oréal Friends & Family (AU)
L'Oréal Friends & Family (AU)
A restricted access store for employees and family members, designed for simplicity and trust within a closed audience.
A restricted access store for employees and family members, designed for simplicity and trust within a closed audience.
Lead designer
2020
This store served a closed audience, so access control needed to be seamless without making the experience feel gated or clunky. The scope included authentication and access restrictions, plus the full commerce ecosystem from storefront to post purchase. The key challenge was delivering a polished retail experience and a smooth purchase loop with minimal friction, while keeping the flow straightforward and operationally robust.
This store served a closed audience, so access control needed to be seamless without making the experience feel gated or clunky. The scope included authentication and access restrictions, plus the full commerce ecosystem from storefront to post purchase. The key challenge was delivering a polished retail experience and a smooth purchase loop with minimal friction, while keeping the flow straightforward and operationally robust.
Capcom
Capcom
An official store for physical and digital products, with a recurring monthly sweepstakes built in to drive engagement and retention.
An official store for physical and digital products, with a recurring monthly sweepstakes built in to drive engagement and retention.
Lead designer
2019
This store covered physical and digital games, merch, preorders, collector editions, limited runs, and bundles. It combined a full commerce ecosystem with a recurring monthly sweepstakes designed to drive engagement and retention over time. Rather than treating sweepstakes as a separate campaign tool, it was integrated into the broader shopping journey so it felt like a native part of the experience. The scope covered storefront, checkout, customer account, customer support flows, and transactional emails.
This store covered physical and digital games, merch, preorders, collector editions, limited runs, and bundles. It combined a full commerce ecosystem with a recurring monthly sweepstakes designed to drive engagement and retention over time. Rather than treating sweepstakes as a separate campaign tool, it was integrated into the broader shopping journey so it felt like a native part of the experience. The scope covered storefront, checkout, customer account, customer support flows, and transactional emails.
Bandai Namco Entertainment
Bandai Namco Entertainment
Two distinct regional stores (US & EU), each built as its own project with a completely different design.
Two distinct regional stores (US & EU), each built as its own project with a completely different design.
Lead designer
2019
This rollout was delivered as two distinct stores, US first and EU later, each with its own design direction while sharing the same underlying capabilities. The scope covered the full commerce experience for each store, plus the Epic! loyalty layer for EU that allowed customers to redeem points for rewards and discounts. The challenge was keeping capabilities consistent while adapting UX patterns and presentation to two different regional contexts, and for EU, making loyalty value feel connected to purchase decisions without cluttering the core shopping experience.
This rollout was delivered as two distinct stores, US first and EU later, each with its own design direction while sharing the same underlying capabilities. The scope covered the full commerce experience for each store, plus the Epic! loyalty layer for EU that allowed customers to redeem points for rewards and discounts. The challenge was keeping capabilities consistent while adapting UX patterns and presentation to two different regional contexts, and for EU, making loyalty value feel connected to purchase decisions without cluttering the core shopping experience.
Flir Teledyne
Flir Teledyne
A complex B2C and B2B checkout layer deployed across multiple brand stores, supporting subscriptions, training purchases, and specialized physical equipment.
A complex B2C and B2B checkout layer deployed across multiple brand stores, supporting subscriptions, training purchases, and specialized physical equipment.
Lead designer (v1)
2019
This checkout needed to handle complex orders without feeling complex, across both B2C and B2B use cases. The scope included multi shipping, preorders, back orders, and multiple payment methods including wire transfer, plus account, support flows, and transactional emails. Legal and compliance constraints applied to specific equipment and buyer verification, so edge cases and clarity were critical to help both individuals and businesses complete purchases confidently.
This checkout needed to handle complex orders without feeling complex, across both B2C and B2B use cases. The scope included multi shipping, preorders, back orders, and multiple payment methods including wire transfer, plus account, support flows, and transactional emails. Legal and compliance constraints applied to specific equipment and buyer verification, so edge cases and clarity were critical to help both individuals and businesses complete purchases confidently.
