Scaling Design
for Business Growth.
My role
I led the UX/UI design for Nike's internal fulfillment application, bridging the interface between Nike retail employees and digital consumers through various fulfillment channels including BOPIS, Ship to Store, and Try On services.
My focus was on enabling retail teams to thrive by shaping the right conditions, processes, and strategies in close partnership with product, engineering, and stakeholders. Together, we delivered more intuitive experiences for employees while driving tangible business value through increased productivity and revenue.
Opportunities
Measurable Outcomes
How might we create a shared language around UX outcomes that connects teams, leadership, and users?
Increase Retention
How might we reduce friction at critical drop-off moments in the user journey?
Drive Revenue
How might we connect improved user experiences directly to revenue-generating behaviors?
Reduce costs
How might we use measurable UX outcomes to demonstrate operational savings?
Experience-led
How might we connect UX outcomes with strategy so experience guides business direction?
Enhance The Core
How might we simplify complex interactions to make the core experience effortless?
Approach
Embed an Experience-Driven Mindset
Run experience vision workshops with leadership to align design with Trustly's business bets. Introduce UX outcomes as shared goals. Share research insights regularly to build empathy for users across disciplines. Create embedded design roles within product teams to work closely with PMs and engineers.
Design Foundation
Recruit & onboard key design and research talent with complementary skills. Set up design ops basics: shared Figma libraries, research repository, and lightweight design guidelines. Design a flexible checkout framework that adapts to local regulations and payment expectations while keeping a unified Trustly feel.
Baseline
Map the end-to-end payment journey across markets to spot friction points. Set a baseline by understanding the current user experience and identify and solve unmet needs to unlock value for users and the business.
Discovery
Establish continuous user research and create new concepts to improve customer experiences while driving measurable business value for merchants. Prototype smaller improvements (copy, interaction design) while also exploring larger redesign concepts.
Impact and Outcomes
High-Performing Design Team
Established Trustly's first in-house design and research function. Hired and developed a talented team that delivered continuous value to users. Design became a strategic capability, not just a delivery function.
Unlocked Isolation
Continuously influencing the movement in optimizing product development. Prioritized and becoming more experience-driven. Unlocking iterations and experiments across Trustly's design teams. Bolstering design operations and skills across the organizations product teams.
Business value
Our team improved the checkout user experience by removing friction points. Simplified and removed user pain points based on analytics and qualitative user feedback. Strategic UX improvements to conversion rates and showed that design brings value to the business by leveling up the user experience.
Experience-Driven Mindset
Helped engineers and PMs build strong relationships and influenced the mindset shift from output to outcomes. Nudged and encouraged collaboration across engineering peers. I helped stakeholders to succeed with different audiences and influenced them to adopt a more human-centered approach.
Cross-Functional Alignment
Fostered collaboration between design, product, engineering, and commercial teams. Our research and experience maps as shared alignment and facilitated to better prioritize initiatives and orchestrate delivery and future reworks.
Optimized Checkout & Payment Flows
Led research to understand the varying payment process across markets. Reduced friction in merchant-facing confirmation steps leading to faster, smoother checkout. Redesigned to higher conversion rates through continuous and improved end-user trust.
