Candellabra
Web
B2C
Jun 2018 – Jan 2019
Role: Product Designer (Growth) — B2C marketplace (web).
Focus: Discovery & checkout + partner accounts.
Team Impact: Launched key screens; built reusable UI patterns; tightened specs/QA with engineers
Focus: Discovery & checkout + partner accounts.
Team Impact: Launched key screens; built reusable UI patterns; tightened specs/QA with engineers
More images in the Visual design section
Product overview
Scandinavian furniture & decor marketplace connecting buyers with a global supplier network (11k+ suppliers).
Users can browse ideas, compare products, and complete purchases end-to-end in one place.
Alongside the storefront, role-based supplier and designer accounts support catalog/content management and order-related workflows.
Users: Buyer · Designer · Supplier
Platforms: Web (responsive: desktop/tablet/mobile)
Users can browse ideas, compare products, and complete purchases end-to-end in one place.
Alongside the storefront, role-based supplier and designer accounts support catalog/content management and order-related workflows.
Users: Buyer · Designer · Supplier
Platforms: Web (responsive: desktop/tablet/mobile)
Design challenges
- Marketplace at scale
Design a consistent discovery → PDP → checkout experience across a large, multi-supplier catalog (pricing, delivery, promotions, edge states). - Mobile-first shopping
Adapt core purchase flows to mobile constraints while keeping key product context (options, delivery, returns). - Mobile-first shopping
Adapt core purchase flows to mobile constraints while keeping key product context (options, delivery, returns). - Search & filtering for a high-SKU catalog
Make search + facets usable for deep attributes and fast narrowing (many categories, materials, sizes, styles). - Configurable merchandising (no-code)
Enable marketing to update promo blocks and product card layouts via configuration, not dev cycles.
Separate systems & roles
Single end-to-end ecosystem
Before
After
My role
Product Designer (Marketing/Growth)
Jun 2018 – Jan 2019
Owned UX/UI for key e-commerce flows (catalog → PDP → checkout) and role-based supplier/designer accounts. Built prototypes, delivered production-ready UI, and QA’d releases with engineers. Partnered with analytics/marketing on hypotheses, experiments, and funnel insights.
Team
Owned UX/UI for key e-commerce flows (catalog → PDP → checkout) and role-based supplier/designer accounts. Built prototypes, delivered production-ready UI, and QA’d releases with engineers. Partnered with analytics/marketing on hypotheses, experiments, and funnel insights.
Team
-
Head of Marketing -
Me -
Analyst (Marketing) -
SMM
-
SEO -
Backend Engineer -
Frontend Engineer
Workflow
Domain & onboarding
Goal: Align on roles, funnel, and back-office scope.
Output: Role map, core journeys, prioritized backlog.
My part: Translated business needs into flows/screens; drove UX decisions with marketing + dev.
Output: Role map, core journeys, prioritized backlog.
My part: Translated business needs into flows/screens; drove UX decisions with marketing + dev.
Validation support
Goal: Validate key assumptions with users.
Output: Insights + UX risks, updated flows/IA.
My part: Partnered with researchers/analysts; built testable prototypes and iterated designs from findings.
Output: Insights + UX risks, updated flows/IA.
My part: Partnered with researchers/analysts; built testable prototypes and iterated designs from findings.
End-to-end prototype
Goal: Align stakeholders on the full experience.
Output: Clickable prototype for catalog → PDP → checkout + account entry points.
My part: Owned interaction design, states, and responsive behavior.
Output: Clickable prototype for catalog → PDP → checkout + account entry points.
My part: Owned interaction design, states, and responsive behavior.
UI & production
Goal: Ship consistent UI fast.
Output: Key screens + reusable patterns/components.
My part: Led visual/product design; standardized cards/filters/promo states to speed iterations.
Output: Key screens + reusable patterns/components.
My part: Led visual/product design; standardized cards/filters/promo states to speed iterations.
Build review & iteration
Goal: Reduce build gaps and improve quality.
Output: QA notes, spec clarifications, post-release fixes.
My part: Reviewed builds with engineers and drove polish/edge-case fixes — later stages mostly solo.
Output: QA notes, spec clarifications, post-release fixes.
My part: Reviewed builds with engineers and drove polish/edge-case fixes — later stages mostly solo.
Research Process
Immersion
Partnered with our researchers/marketing team to understand the marketplace model, roles, and key journeys (buyer / designer / supplier).
My part: turned inputs into initial flows and screen scope for storefront + accounts.
My part: turned inputs into initial flows and screen scope for storefront + accounts.
Hypotheses & Prototypes
We formed hypotheses and validated them with testable prototypes across key funnel steps and role-based scenarios.
My part: built interactive prototypes, prepared design options, and iterated UI based on findings.
My part: built interactive prototypes, prepared design options, and iterated UI based on findings.
USM & CJM
Used to align the team on end-to-end journeys, edge cases, and release priorities.
My part: translated journeys into IA, key states, and a prioritized UI backlog.
My part: translated journeys into IA, key states, and a prioritized UI backlog.
Experiments (A/B)
We tested alternative UI variants for conversion-critical screens and merchandising blocks.
My part: designed variants, defined what changes per segment, and supported implementation QA.
My part: designed variants, defined what changes per segment, and supported implementation QA.
Visual Design
Goal: Build a clean, conversion-focused UI for a large catalog — consistent across responsive web and role-based accounts.
-
Responsive storefront + accounts:
One design language across catalog, PDP, and key account screens. -
Edge states:
Errors, empty/loading states, and pricing/delivery variations handled upfront. -
System & consistency:
Reusable components and states for product cards, promos, and forms. -
Fast iteration:
Patterns and specs that enabled quick experiments and reliable handoff.
Product outcomes
Confidentiality note: This case is numbers-free under NDA; focus is on decisions and outcomes.
-
Marketplace
as a ServiceUnified store, content, and services into one marketplace flow across key roles. -
Mobile
foundationBuilt the groundwork for a future mobile app: core flows, UI patterns, and responsive specs. -
Configurable merchandising toolkitAdded configurable promo blocks and product card layouts for faster updates. - Supplier & Designer ecosystemIntroduced role-based accounts for suppliers and designers to support catalog workflows.
My personal impact
& Key achievements
& Key achievements
Owned key storefront + account flows from prototype to release. Turned team insights into consistent UI and clean handoff (later mostly solo).
Insights → UX
Learned: insights matter only when they become priorities and flows.
Handled: partnered with research/marketing, translated inputs into IA, key journeys, and scope.
Handled: partnered with research/marketing, translated inputs into IA, key journeys, and scope.
Ship & iterate
Learned: progress comes from small, releasable slices.
Handled: owned key screens/states end-to-end, iterated from feedback, shipped with engineering.
Handled: owned key screens/states end-to-end, iterated from feedback, shipped with engineering.
Quality
Learned: consistency is what users trust in commerce flows.
Handled: standardized cards/filters/promos + edge states, QA’d builds, and kept layouts consistent across breakpoints.
Handled: standardized cards/filters/promos + edge states, QA’d builds, and kept layouts consistent across breakpoints.
Other Cases
Jun 2023 – Jul 2025 B2C
Role: Senior Product Designer — research, UX/UI, experiments
Focus: Redesigned marine weather tools and decision workflows; built continuous hypothesis pipeline with product team.
Team Impact: Improved activation and retention via UX/UI upgrades and experiments.
Role: Senior Product Designer — research, UX/UI, experiments
Focus: Redesigned marine weather tools and decision workflows; built continuous hypothesis pipeline with product team.
Team Impact: Improved activation and retention via UX/UI upgrades and experiments.
Jun 2023 – Jul 2025 B2C
Role: Senior Product Designer — discovery, UX/UI, experiments
Focus: Designed data-dense marine weather interface, segmentation model and core map interactions.
Team Impact: 3.4× growth of active paid users, 2× retention improvement, 20+ validated experiments.
Role: Senior Product Designer — discovery, UX/UI, experiments
Focus: Designed data-dense marine weather interface, segmentation model and core map interactions.
Team Impact: 3.4× growth of active paid users, 2× retention improvement, 20+ validated experiments.
Jul 2025 – Nov 2025 B2C, build on public
Role: Solo Product Designer and owner
Focus: Designed a system of 186+ widgets, themes and mini-apps; created a tiny theme editor; shipped full visual language and interaction model.
Solo Impact: Independently delivered a full product lifecycle: market analysis, research, UX/UI, prototyping, development and App Store launch.
Role: Solo Product Designer and owner
Focus: Designed a system of 186+ widgets, themes and mini-apps; created a tiny theme editor; shipped full visual language and interaction model.
Solo Impact: Independently delivered a full product lifecycle: market analysis, research, UX/UI, prototyping, development and App Store launch.
Feb 2022 – Oct 2022 B2B
Role: Product Designer — UX/UI for complex B2B data workflows
Focus: Designed data search and analysis experience; simplified workflows and information architecture.
Team Impact: Improved data discovery speed for analysts by ~30–40%, depending on scenario.
Role: Product Designer — UX/UI for complex B2B data workflows
Focus: Designed data search and analysis experience; simplified workflows and information architecture.
Team Impact: Improved data discovery speed for analysts by ~30–40%, depending on scenario.
Aug 2021 – Feb 2022 B2B
Role: Product Designer — UX/UI for trading flows
Focus: Designed product search, selling flow and trading network interactions.
Team Impact: Reduced friction in transaction flow and increased conversion.
Role: Product Designer — UX/UI for trading flows
Focus: Designed product search, selling flow and trading network interactions.
Team Impact: Reduced friction in transaction flow and increased conversion.
Mar 2020 – Jan 2022 B2B
Role: Product Designer — navigation and safety interfaces
Focus: Designed navigation dashboards, weather layers and emergency response flows.
Team Impact: Reduced time-to-decision for captains by improving clarity of critical information.
Role: Product Designer — navigation and safety interfaces
Focus: Designed navigation dashboards, weather layers and emergency response flows.
Team Impact: Reduced time-to-decision for captains by improving clarity of critical information.
Mar 2020 – Aug 2021 B2B
Role: Product Designer — UX/UI for geospatial threat tools
Focus: Designed ice-threat prediction maps and route-safety visualization tools.
Team Impact: Improved clarity of risk zones and reduced decision time in safety-critical scenarios.
Role: Product Designer — UX/UI for geospatial threat tools
Focus: Designed ice-threat prediction maps and route-safety visualization tools.
Team Impact: Improved clarity of risk zones and reduced decision time in safety-critical scenarios.
Jan 2022 – Mar 2023 B2B/B2C
Role: Product Designer / Design System Owner
Focus: Built a scalable design system for industrial solutions — components, interactions and dev-ready documentation.
Team Impact: Accelerated delivery of new products and reduced design–dev inconsistencies.
Role: Product Designer / Design System Owner
Focus: Built a scalable design system for industrial solutions — components, interactions and dev-ready documentation.
Team Impact: Accelerated delivery of new products and reduced design–dev inconsistencies.
Jun 2018 — Sep 2024
Role: Designer / Developer / R&D
Focus: AR experiments, custom design tools, interaction prototypes and design system explorations.
Solo Impact: Strengthened technical versatility and experimentation skills beyond core product work.
Role: Designer / Developer / R&D
Focus: AR experiments, custom design tools, interaction prototypes and design system explorations.
Solo Impact: Strengthened technical versatility and experimentation skills beyond core product work.
