I led end-to-end design projects, guiding them from initial research and ideation through to design, implementation, and development QA. Collaborating closely with Product Owner, design team, and developers, I ensured seamless alignment and successful delivery of user-centered solutions. My responsibilities included conducting  user research, analysing user behaviour, mapping  user journeys, designing intuitive and visually compelling pages, and developing hypotheses for A/B testing and other experimentation methods. These efforts directly informed the strategic redesign of key pages – including critical conversion funnel touchpoints.

I also contributed to improving the in-store experience by working on the POS system, adding new functionalities and optimising key flows to better support the needs of the Tekla Copenhagen store staff.
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‍Key achievements include:

• 4% increase in add-to-cart rate achieved through a redesign of product pages
  
• 65% increase in user engagement in the Gift Shop achieved through improved layout and UX enhancements
• 11% bounce rate decrease achieved through redesign of product listing pages
• 5% increase in add-to-cart rate on inspiration pages achieved through redesign introducing a "Quick Add" feature
• Established and maintained a scalable design system
• Actionable recommendations shared to the broader business based on Customer Journey Mapping

In collaboration with LOMI, a Swedish pet care brand, I led a UX research project to explore how we might encourage behavior change toward sustainable products. Starting with a predefined persona, I conducted a screener survey to recruit participants, followed by in-depth interviews and card sorting exercises.
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Key results:

• Defined clear UX principles to guide the brand's design and user experience strategy.
• Product pages
  
• Outlined actionable next steps based on the established principles, helping the brand align its future UX decisions with customer needs and business goals.

The goal of this project was to create a digital solution that helps patients actively engage in their physiotherapy at home by boosting their motivation, confidence, and commitment to completing prescribed exercises. I mapped out the user journey to uncover key pain points and created detailed user flows to inform the design. Additionally, I developed a comprehensive design system to ensure consistency and scalability. Using Figma and ProtoPie, I designed and built an advanced interactive prototype featuring voice control, enabling hands-free interaction to accommodate users with diverse needs.

I supported the design team by creating a set of reusable templates and components in Figma. Based on existing layouts and UI, the goal was to bring more structure and consistency to their digital design work, making it easier to scale and collaborate across projects.