Lex Pattiasina

Developed a scalable, organisation-wide design system aligned with WCAG 2.0 AA, designed to scale across the client organisation. Optimised and harmonised customer journeys for usability, consistency, and accessibility. Led UX research with prototyping, user testing, and data analysis to support design decisions. Established guidelines, documentation, and governance for the design system to ensure consistency and efficiency across teams.

Led design thinking sessions and design sprints with cross-functional teams. Oversaw UX design delivery in line with service design insights and customer journey improvements. Led customer research, including interviews, guiding the process from discovery to final UX design solutions.

Led retention and re-engagement during migration of Runtastic members into the adidas ecosystem. Designed retention flows and user scenarios to reduce churn and reactivation. Redesign of the My Account environment to improve usability, trust, and loyalty. Developed the Wishlist concept to stimulate repeat purchases. For Checkout, redesigned flows with CRO-driven emphasis on conversion and retention. Collaborated with Radius8 to integrate data-driven personalisation and retention triggers into the journey; contributed to Membership and Gift Card initiatives.