Optimizing UX, Team & DesignOps
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Reaching New Digital Milestones
In my role as a UX designer for various Kruidvat and Trekpleister e-commerce projects, I focused on improving the online shopping experience and the growth of the inhouse designteam.
I designed features that simplified and enhanced the shopping process, such as a more user-friendly customer area, the integration of various marketplace functionalities, and a smoother pickup and delivery flow. Additionally, I hired and guided a team of talented UX/UI designers in creating a new design system that would redefine both the e-commerce platform and further digital experiences.
Introducing New Ways of Working
One of my major contributions was implementing a new way of working at AS Watson. I introduced advanced design tools and established Kruidvat’s first-ever digital design system, which became the foundation for both the Kruidvat and Trekpleister brands. By incorporating prototyping and ensuring meticulous documentation, I helped streamline processes across teams. This approach not only supported development but also ensured long-term scalability and consistency throughout the design lifecycle.
Enhancing the Shopping Experience
In my role, I was deeply invested in improving the shopping experience for Kruidvat’s customers. I designed user-friendly features that made the entire process simpler and more enjoyable. This included building an intuitive member corner, integrating a newly launched marketplace, and refining the checkout process. Each feature I worked on was driven by user feedback and a deep understanding of customer needs, making the shopping experience more seamless and engaging.
Leading and Empowering the UX Design Team
As the UX lead, I introduced new methodologies that enhanced the team’s performance while fostering an environment of growth and collaboration. I actively coached and mentored junior and medior designers, helping them develop their skills and grow into their roles. Additionally, I was involved in hiring and onboarding designers, building a strong team that could drive innovation and excellence in UX. My leadership extended beyond the day-to-day, as I helped establish a culture of design excellence within the company.
Turning Strategic Ideas into Actionable Designs
One of my key responsibilities was translating business strategies into high-level design proposals. I created detailed UX designs for handoff to development, ensuring that the vision for the brand was always clear and well-communicated. As the UX lead for the Trekpleister brand, I managed the design team based in London, validating design concepts with stakeholders and making sure we were aligned on both business goals and user needs. Within the DevOps department, I became the go-to person for UX, constantly bridging the gap between design and business to drive successful outcomes.
