Apps & websites I helped bring to life
Working closely with product teams, I use my design and editorial background to create user-centric digital experiences that inspire and delight.
adidas.com
About the website
adidas.com is the official website for the German sports brand. Serving users from around the globe, the website caters to die-hard athletes and fashionistas alike. Shoppers come to adidas.com to browse and buy the latest shoes and apparel right from the source. Members of the brand’s adiClub programme can sign into their account to track their orders and returns, manage their details and preferences and save items to their wishlist.
My role
After roughly 3 years working on the adidas apps team (see below), I moved to .com to join the Lower Funnel team where I led the content design for Checkout, specifically in the areas of Cart, Payment, Delivery and Gift Cards. As the team’s dedicated content designer, my role was to ensure a seamless shopping experience across all markets. Working closely with the UX/UI and product designers on the team, I helped develop a new Gift Card landing page and checkout experience.
adidas app
About the app
The app for everything adidas. Designed to offer a complete brand experience, the app is where adidas shoppers and fans go to access exclusive releases, events, communities and in-store services. Home to the brand’s loyalty programme, adiClub, the app lets users browse and shop, keep track of orders, collect and spend membership points, take part in digital events and workouts and find personalised content based on their saved preferences and interests.
My role
I joined the adidas app team in 2019 as its dedicated content designer. Being the app’s only content designer, I worked on any and all copy that went into the product. That is up until January 2022 when we were excited to welcome a second CD to our growing UX practice. Working closely with the product team at all stages of the design process, my role was to make the user experience human, seamless and on brand. In addition to content design and strategy, I oversaw and managed the localisation of the product into 35 markets. Key contributions were the redesign of the new profile and the On The Radar tab.
adidas CONFIRMED app
About the app
CONFIRMED is adidas’s app dedicated to the sneakerhead community. Boasting the brand’s most sought-after releases, the app lets users shop a curated selection of high-end, limited drops and features regular editorial reads on adidas icons, past and present.
My role
I joined the team just as the app was about to launch in 6 new markets across Europe. Already live in the US, the app was first developed without a UX writer — eek! My task was to review and improve the existing source copy for better usability and engagement. This entailed auditing every string of copy throughout the experience. Since time was limited (we only had 2 months before launch), I focused on making the source copy consistent, user-friendly and translatable. Working closely with the localisation team for each market, I ensured that translations met our UX requirements and the CONFIRMED tone of voice.
Swapmeals website
About the website
Swapmeals is a cooking website featuring flexible recipes for getting the best out of every dish. Targeting health-conscious foodies, the platform lets users easily ‘swap’ ingredients to fit their specific dietary goals or needs. In addition to searching and saving their favourite meals, users can add recipe ingredients directly to their grocery list to help them prep with ease.
My role
Working closely Amsterdam branding agency Bolden as the project’s UX content designer and usability consultant, I helped transform what was previously an uninspiring and clunky website into a deliciously easy-to-use digital cookbook. Key to this transformation was reducing cognitive load by simplifying pages with concise copy and the use of icons and creating new components to make the experience more intuitive and engaging.
Nextdoor Italy website & app
About the platform
‘The Facebook for neighbours,’ Nextdoor is a social network designed to help communities connect on a local level. Users use the website & app to engage with neighbours online and stay updated on local news and events. The main features include a community feed where neighbours can post activities and start discussions and a marketplace for selling or buying used items.
My role
I joined Nextdoor as a UX specialist in early 2018, just as the company was expanding into the European market. My task was to oversee the localisation of the Italian version of the Nextdoor app and website. This entailed translating all the existing UX and marketing content from English into Italian (my first language) and creating new marketing and UX content based specifically on the needs of Italian users. To inform our content and design decisions, I performed qualitative user research both on the ground in Milan and remotely from our office in Amsterdam.