2022 – Today

Product Design Team Leadership & Platform Transformation for Germany's leading flower retailer

Website
Figma
Visitors
0,5 - 1 Mio.
Basline CVR
13%
NPS
64
Turnover
290 Mio. €

Challenge

Leading product design through massive platform transformation: internationalization across multiple markets, complete re-platforming architecture, and unprecedented product catalog expansion from 200 to 10,000+ products while introducing entirely new use cases. Additional complexity required harmonizing corporate design between 250+ retail locations and digital platforms, ensuring seamless brand experience across all customer touchpoints.

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Complex Transformation Challenges:

  • Designing scalable systems supporting 50x product catalog expansion
  • Creating flexible design architecture for international market variations
  • Managing complete platform migration without disrupting user experience
  • Harmonizing corporate design language between physical retail and digital commerce
  • Establishing unified brand experience across 250+ retail locations and online platforms
  • Establishing design patterns for new product categories and use cases

Solution

Led cross-functional design team through comprehensive platform transformation, establishing systematic design methodologies capable of supporting massive scale and international complexity while creating unified corporate design language bridging physical and digital experiences.

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My Strategic Design Leadership:

  • Omnichannel Design System: Created unified corporate design framework ensuring seamless brand experience across 250+ retail locations and digital platforms
  • Scalable System Architecture: Designed component library supporting 50x product expansion with flexible categorization and search patterns
  • International Design Framework: Created adaptable design tokens and cultural customization systems for multi-market deployment
  • Retail-Digital Harmonization: Established consistent visual language, typography, and interaction patterns across physical and digital touchpoints
  • Platform Migration Strategy: Orchestrated seamless user experience transition during complete technical re-platforming
  • New Use Case Development: Established design patterns for expanded product categories while maintaining core brand identity
  • Cross-functional Advocacy: Navigated complex stakeholder requirements while advocating for design integrity throughout transformation
  • Data-Driven Validation: Implemented comprehensive testing frameworks (UXMetrics, Hotjar, A/B Tasty) for international market validation

Impact

Successfully orchestrated design leadership through complete platform transformation, enabling international market entry, 50x product catalog expansion, and seamless re-platforming while maintaining design excellence standards. Platform now supports up to 1 million monthly users during peak seasons with 13% baseline conversion rate and NPS score of 65, contributing to €450M annual company revenue.

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Measurable Transformation Results:

  • Designed systems supporting 200→10,000+ product catalog without performance degradation
  • Achieved 13% baseline conversion rate and NPS 65 across 1M+ monthly users during seasonal peaks
  • Enabled successful international market launch with localized user experiences
  • Maintained design consistency throughout complete platform migration supporting €450M revenue impact
  • Established design frameworks supporting entirely new product categories and use cases