LEAD UX & BRAND SYSTEM DESIGNER

My company needed a way to bring the value of a domain to life for small business owners across three distinct markets — starting in the US and expanding regionally.

• Partnered with marketing, legal, and executive stakeholders to align on brand direction for a new global .com campaign

• Audited existing brand and site experience to identify gaps across three distinct regional markets

• Scoped feasibility with three separate engineering teams/agencies to define what a shared system could support

• Defined project goals and success criteria ahead of ideation

• Launched on time, extending and negotiating scope multiple times throughout the project to ensure all teams were satisfied

Built a full design system from scratch — components, variables, typography, color — flexible enough to power three sites:

• Designed core UX flows and page layouts, then adapted them for regional and localization needs

• Ran multiple rounds of internal review with marketing, legal, and leadership, refining direction based on feedback

• Coordinated in parallel with three engineering teams to keep component behavior consistent across regions

• Balanced brand ambition with technical constraints by working closely with engineering throughout

• Partnered with marketing from concept to public launch

• Delivered a reusable design system that sped up build time and simplified future maintenance across all three sites

• Maintained visual and UX consistency despite three independent engineering environments

• Strengthened brand credibility and user experience across every regional market

• Extended the company’s value proposition into new markets without fragmenting the design

• Brand Design & Art Direction

• UX/UI Design

• Design Systems (components, variables, tokens)

• Localization-Aware Design

• Cross-functional & Cross-agency Collaboration

• Stakeholder Presentation (marketing, legal, exec)

• Multi-team Engineering Handoff

• Site Design QA

• Global Project Leadership