UX/UI Designer at Vipali

Led migration from Adobe XD to Figma, built a UI Kit and cohesive visual identity to enhance productivity and user experience consistency. Defined the visual identity (brand universe, color palettes, typography, and global branding). Designed dashboards and data assets for clear and engaging information display. Optimized team productivity by making design scalable and consistent.

UX/UI Designer at Growth/Brand Boo xi

Led a global rebranding that strengthened brand visibility and increased the conversion rate. Defined the UX strategy for the website including discovery, workshops, user journey analysis, and conversion-focused recommendations. Monitored KPIs through AB testing, Hotjar, HubSpot, and reporting to measure and improve performance. Ensured brand consistency and production efficiency across channels (web, sales, marketing). Supported major retail clients in optimizing user journeys and enhancing UX/UI.

UX/UI Designer at Decathlon Switzerland

Delivered a ready-to-use Figma prototype that standardized processes and accelerated marketing production. Audited marketing materials (print, digital, and local campaigns). Conducted two key interviews—Creative Lead and freelance designer—to identify needs and pain points. Created an interactive Figma prototype based on Decathlon's design system. Centralized documentation including specs, guidelines, and marketing templates. Built modular mockups using Auto Layout to industrialize and speed up production.

Head of Design at Anywr

Led the company’s design transformation: built the team, structured the UX/UI function, and fostered a design culture to align product performance with hypergrowth business goals. Defined and deployed the Strategic Design vision to support the company’s digital transformation. Built and managed the Design team (UX, UI, Brand) while overseeing end-to-end project delivery. Led the UX/UI design of the 360° HR SaaS suite, two HR mobile applications, and an international recruitment platform. Directed the creation of the Design System, ensuring consistency, scalability, and accessibility — reducing technical debt and achieving a 4× improvement in design production speed. Supported international subsidiaries in their rebranding and onboarding by creating autonomous tools and templates to ensure global brand consistency across the group.