Johanna Sofie Luemke

Led experimentation and design systems, delivering 200+ A/B tests across core ecommerce flows (PLP, PDP, ATB, checkout, AOV, CVR), contributing to double-digit uplifts and $40M+ in revenue. Co-led enterprise design system governance and established design governance processes to ensure consistent application of design standards, accessibility (WCAG 2.1), and brand guidelines across digital touchpoints. Partnered with product managers, engineers, analysts, and researchers to implement, monitor, and iterate on experiments that improved user engagement and business outcomes. Utilized analytics tools (Google Analytics, Hotjar, and session replay software) to gather actionable insights and drive continuous UX improvements.

Worked on a suite of digital transformation projects, including a flagship platform for oyster biosecurity and shipment approvals. Led UX for a digital tool enabling oyster farmers to lodge inter-estuary shipment requests online, significantly improving turnaround time and traceability. Collaborated with service designers and policy stakeholders to translate complex regulatory workflows into intuitive user journeys. Delivered customer-facing experiences and admin interfaces used by government staff to review and manage biosafety alerts. Helped reduce manual form submissions by 80% through digital process adoption. Provided design leadership to two junior designers, advocating inclusive design and WCAG 2.1 compliance across the product life cycle.

Led UX efforts to improve navigation, clarity, and usability within a high-activity betting experience. Collaborated with product managers, analysts, and developers to test and validate new bet types before market release. Conducted user research to understand betting behaviors and edge cases, ran usability testing and prototype validation sessions, and designed end-to-end flows for mobile and responsive web. Created interactive flows and high-fidelity UI to drive engagement and conversion.