works
A collection of data-driven design stories
Below is a selection of projects that reflect my process and my passion for solving complex e-commerce challenges. Each case study is a story of how I've partnered with iconic brands to turn user friction into business growth, using a methodical approach rooted in evidence, clarity, and collaboration.
case studies
A decade shaping iconic e-commerce brands
COSTA DEL MAr
Transforming the PDP into a guided lens decision journey
E-COMMERCE OPTIMIZATION
UX RESEARCH
A/B TESTINGt
VISTA
Rebuilding PLP navigation for faster product discovery
NAVIGATION DESIGN
USER TESTING
STAKEHOLDER MANAGEMENT
VISTA
Turning internal debate into data-driven design
DESIGN LEADERSHIP
EVIDENCE-BASED DESIGN
PROCESS OPTIMIZATION
RAY-BAN
Optimizing the checkout for an e-commerce leader
E-COMMERCE OPTIMIZATION
HEURISTIC ANALYSIS
MOBILE-FIRST
RAY-BAN
Designing a self-service journey to empower customers
SERVICE DESIGN
INFORMATION ARCHITECTURE
POST-PURCHASE UX
ABOUT ME
WORKS
CONTACTS
WORKS
A collection of data-driven design stories
Below is a selection of projects that reflect my process and my passion for solving complex e-commerce challenges. Each case study is a story of how I've partnered with iconic brands to turn user friction into business growth, using a methodical approach rooted in evidence, clarity, and collaboration.
case studies
Turning user friction into business growth
COSTA DEL MAr
Transforming the PDP into a guided lens decision journey
How context-first guidance boosted clarity, conversion, and loyalty
E-COMMERCE OPTIMIZATION
UX RESEARCH
A/B TESTING
VISTA
Rebuilding PLP navigation for faster product discovery
How prototypes and testing cut friction and drove more traffic into PDPs
NAVIGATION DESIGN
USER TESTING
STAKEHOLDER MANAGEMENT
VISTA
Turning internal debate into data-driven design
How evidencebased design turned stakeholder debate into measurable progress
DESIGN LEADERSHIP
EVIDENCE-BASED DESIGN
PROCESS OPTIMIZATION
RAY-BAN
Optimizing the checkout for an e-commerce leader
How applying foundational principles led to a significant conversion uplift
E-COMMERCE OPTIMIZATION
HEURISTIC ANALYSIS
MOBILE-FIRST
RAY-BAN
Designing a self-service journey to empower customers
How an intent-based Help Center reduced call volume and improved autonomy
SERVICE DESIGN
INFORMATION ARCHITECTURE
POST-PURCHASE UX