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Leading the design of the e-shop and Business App, from problem definition to production, working closely with Product, Engineering, Data and business teams.

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Redesigned key user journeys based on user research and field insights, including Quickstart V2: 3,631 Stylists onboarded, >35% activation target reached in 9 of 11 mature months, with peaks at 52%; Team Maker: 701 customers converted into Stylists.

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Designed product recommendation features, B2B tools and user feedback tools, from defining user flows and edge cases to interactions and UI.

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Built an AI-assisted design practice around the Design System to accelerate exploration, prototyping and delivery while bringing design and implementation closer together.

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Defined MVPs and facilitated workshops for clients including UCB, AstraZeneca, Urgo Medical and Dior Science, using ideation, MoSCoW and Impact/Effort prioritization to structure user journeys.

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Designed Lo-Fi to Hi-Fi prototypes, conducted UX audits and improved interfaces within regulated healthcare environments.

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Supported projects through delivery, collaborating with client, business and technical teams.

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Conducted user research and UX audits across four product surfaces: acquisition funnel, B2B Cockpit, sales back office and corporate website.

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Designed and prototyped Lo-Fi to Hi-Fi journeys, with a focus on acquisition and the customer support experience.

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Combined usability testing with support data analysis, working with a Data Analyst to identify key pain points and inform the redesign of the support journey.

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Defined and managed system requirements for the AEB module during the upstream phase of the V-model development cycle.

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Trained groups of 5 to 15 people on Rational DOORS, both in person and remotely.