Shaping and enhancing Luxury Shopping experience across four brands

Unfortunately, due to privacy reasons, I can’t show the bulk of my work that I did at YOOX-Net-A-Porter, so for now, you’ll just have to trust that I actually did quite a lot during the ~5 years I contracted here. However, these case studies will focus on the methodologies & approaches utilised during the project duration.

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Under a non-disclosure agreement

My role in the team

As a Product Designer, I have been working across all four brands, primarily focusing on the discovery and purchase stages of the user journey on both web and app platforms. I collaborate closely with the user research team to explore customer pain points, friction areas, and new opportunities through quantitative and qualitative analysis, A/B testing, and data insights. This synergy allows me to design solutions that we further validate, ensuring an optimal balance between business objectives and user needs.

Over the past years, I have been one of the key designers in the task force team dedicated to the platform migration, covering all brands across web, iOS, and Android platforms. My role has been instrumental in maintaining and evolving the Design System, ensuring consistency and efficiency across design and engineering processes. My deep domain knowledge, precision in execution, and ability to manage complex projects have been essential in this transition.

Within the team, I am a reference point for user experience knowledge, guiding best practices in project approaches, ensuring coherence across components, and optimizing user flows. I focus on building scalable and efficient design solutions, ensuring a seamless integration of components. Given my expertise, I also actively mentor other designers, helping them refine their skills and adopt structured methodologies to improve overall design quality.

Additionally, I work daily with a diverse range of international stakeholders, fostering cross-functional collaboration to align business, technical, and user experience needs, while leveraging industry-leading tools to drive project success.

The company

YOOX NET-A-PORTER is home to the world’s leading online luxury, fashion, and style destinations. Through the multi-brand online stores, NET-A-PORTER, MR PORTER, THE OUTNET and YOOX, have over 20 years’ experience in transforming the way the world shops.

The approach

My approach to work is guided by three key principles that help me contribute effectively to my team and projects:

Solve problems proactively

I strive to identify and address issues before they become obstacles. Whether it’s an inefficient process, a bug, or a communication gap, I look for ways to improve and propose solutions that can make a difference.

Support and elevate the Team

Leadership is about empowering others. I share knowledge, provide constructive feedback, and act as a bridge between those who need support and those who can provide it. By helping the team grow, I contribute to collective success.I enjoy sharing knowledge, providing constructive feedback, and helping connect team members who need support with those who can offer it. By fostering a culture of learning and teamwork, I aim to create an environment where everyone can do their best work.

Think big, even in small tasks

I approach every challenge with a strategic mindset, asking, “Is this the best way to do it?” or “Could this be more scalable?” This ensures that my work not only meets immediate needs but also contributes to long-term improvements.

These principles have helped me make meaningful contributions to the Design Team and build a collaborative, forward-thinking environment. I take pride in the quality of my work and remain committed to continuously improving, learning, and helping the team move forward.

Strategic product initiatives

Enhancing sale exploration for a smoother shopping experience

I designed and tested a new entry point to help customers seamlessly explore discounted products by category. Previously, users had to navigate through the generic sale listing and apply filters to find specific categories, adding unnecessary friction to the journey. By introducing a direct entry point to sale categories, we streamlined the browsing experience, reducing steps and guiding users more efficiently through the purchase funnel.

This was an iterative process, where we tested multiple variations to determine the most effective solution based on user behavior, data analysis, and A/B testing. By continuously refining the design, we identified the most performant version, which led to a 33% increase in traffic to sale categories, higher engagement through wishlists and shopping bags, and ultimately improved conversion rates.

Enhancing navigation for better usability and engagement

I led the redesign of the navigation menu with the goal of making it easier for customers to find relevant categories while reducing cognitive effort and reinforcing brand identity. To ensure an effective solution, I conducted an in-depth data analysis to understand user navigation patterns, identifying the most clicked sections and the areas generating the highest revenue.

By leveraging these insights, I tested multiple menu variations, analyzing user behavior to refine the experience. This data-driven, iterative approach allowed us to strike the right balance between user needs, data insights, and technical feasibility, ultimately optimizing the navigation experience and enhancing discoverability.

Optimizing search and navigation to reduce dead ends

Search and navigation are two of the most critical touchpoints in the user journey, directly impacting engagement, product discoverability, and overall conversion. I worked on enhancing search pathways and improving search accuracy to create a more seamless and frustration-free experience for users.

To reduce dead ends and improve product findability, I redesigned key elements of the search experience by introducing related suggestions and alternative paths when users encountered no results. This helped guide them towards relevant content instead of abandoning the journey.

Additionally, I tackled the challenge of mistyped queries, improving the search engine’s ability to interpret and correct user input. By testing and refining different solutions, we successfully reduced the exit rate, improved search accuracy, and shortened the time required to display relevant results.

These data-driven, iterative improvements significantly enhanced the efficiency and reliability of search and navigation, helping users find what they were looking for while boosting overall engagement and satisfaction.

Transforming the Size Guide for a frictionless shopping experience

Choosing the right size is one of the biggest challenges in e-commerce, often leading to frustration, returns, and abandoned purchases. To tackle this issue, I led an extensive redesign of the size guide experience, ensuring that users could find their perfect fit with greater confidence and ease.

Through deep collaboration with the user research team, I developed high-fidelity prototypes to conduct multiple rounds of user testing, uncovering key pain points and refining the experience based on real customer insights. These iterative tests helped us identify critical areas of confusion, gaps in information, and opportunities for improvement.

Beyond UI and UX enhancements, I also worked closely with third-party vendors to expand and optimize the size recommendation technology, ensuring more accurate and personalized suggestions. By aligning technical capabilities with user needs, we significantly enhanced clarity, usability, and reliability of the size guide, reducing friction and improving overall customer confidence in their purchasing decisions.

This project remains an ongoing area of innovation, where I continuously analyze performance data and user feedback to refine and optimize the experience, helping to bridge the gap between online shopping and in-store fitting.

Innovating product discovery with Augmented Reality and personalized experiences

Bridging the gap between digital and physical shopping experiences has always been a challenge in e-commerce. To explore new ways to enhance product visualization and drive engagement, I led the design and testing of an Augmented Reality (AR) shopping experience on the iOS app. The goal was to help users better understand product details, scale, and fit in real-world settings, ultimately increasing purchase confidence and reducing return rates. Through testing, we evaluated whether AR technology could act as a key purchase driver and how it influenced user behavior throughout the buying journey.

In parallel, I worked on personalizing the shopping experience, designing a targeted engagement strategy to encourage web users to transition to the native app. This approach aimed to provide exclusive benefits, smoother navigation, and an enhanced feature set that would elevate the overall shopping journey. While initial engagement was low, carefully tracking key metrics allowed us to extract valuable insights and iterate on the strategy, improving future initiatives.

These projects reinforced the importance of immersive technology and tailored experiences in driving customer satisfaction and business impact. By combining innovative solutions with a data-driven approach, we were able to test, learn, and refine new ways to make online shopping more engaging and intuitive.

Scaling and engineering a Multi-Brand Design System

I lead the design and evolution of the Multi-Brand Design System, ensuring consistency, efficiency, and scalability across four brands and three platforms (Web, iOS, and Android). With a strong specialization in the engineering of design components, I focus on building structured, efficient, and scalable solutions that support both current and future needs. By optimizing existing elements and reducing redundancy, I have significantly accelerated the design workflow, enabling designers to work more effectively while maintaining high-quality standards.

To continuously refine and improve the system, we have actively monitored its efficiency and gathered insights on usability and satisfaction. This has helped identify key pain points, areas for improvement, and opportunities to close existing gaps. Over time, this effort has led to a notable increase in both satisfaction and engagement, as designers now see greater value in adopting the system in their daily workflows.

Beyond component creation, I drive engagement within the design community by fostering trust and collaboration. Designers increasingly participate in drop-in sessions to refine their approach, better understand system capabilities, and integrate components into their workflows. The positive reception of the templates and components I introduced underscores their impact in optimizing and accelerating design processes.

Additionally, I have reinforced collaboration with development teams to ensure seamless integration between design and code. By aligning component structures and implementation strategies, I help create a more efficient and scalable product ecosystem, where design decisions are thoughtfully engineered to support long-term adaptability and growth.

Design leadership and Team empowerment

Empowering Designers and fostering a culture of growth

Mentorship is not just about guiding individuals, it's about elevating the entire team by fostering a culture of knowledge-sharing and continuous growth. I am deeply committed to creating an environment where designers feel empowered to expand their skills, gain confidence, and push the boundaries of their craft. Through structured mentorship, I help junior designers navigate complex challenges, refine their design thinking, and develop a systematic approach to problem-solving.

Beyond individual support, I actively promote collaboration and cross-team knowledge exchange, ensuring that insights, best practices, and innovative approaches are shared across different teams and geographic locations. This is especially crucial in distributed teams, where alignment and cohesion can be challenging. By encouraging open discussions, design critiques, and workshops, I help create a dynamic and inclusive learning culture where designers at all levels can contribute, learn, and evolve together.

This dedication to mentorship and team development ultimately strengthens the entire design function, creating a more engaged, cohesive, and high-performing team that thrives on shared expertise and mutual support.

Fostering growth with design critique sessions

I actively contributed to a dedicated team that built and shaped a new design critique initiative aimed at fostering professional growth and collaboration among designers. This format provided a structured space for designers to share their projects, receive constructive feedback, and engage in meaningful discussions with their peers. By introducing new techniques and tools to encourage open dialogue and knowledge exchange, we cultivated a culture of continuous learning and innovation. As a result, we saw a notable increase in participant engagement and a measurable improvement in the overall quality of design work.

Optimizing design workflows and knowledge sharing

I actively worked on streamlining how the design team managed projects by establishing structured workflows and best practices in Figma. This initiative brought consistency across all vertical teams, ensuring that files, pages, and components were organized in a scalable and efficient way. By standardizing these processes, I improved collaboration within the design team and facilitated clearer communication with external stakeholders.

As a parallel initiative, I developed a presentation template to enhance the way teams shared insights and project outcomes across the company. This provided a structured format for communicating design decisions, fostering transparency, and strengthening alignment between teams. Together, these efforts significantly improved operational efficiency, making it easier to manage and communicate design work at scale.