0→1 mobile app · Social commerce · Approved by C-level
Live Shopping HELLO App
Built from scratch: a new product category, two platforms, three user audiences. 5,000+ live shows. Reached 60M+ viewers in Germany.
Work
Three deep dives and three supporting cases. Each has a clear problem, a specific decision, and a measured result.
Core journey · Search · Web and app
Improving Search with AI
Defined four intent types before touching a screen. +4% CTR. +8% satisfaction. −42% engineering maintenance.
AI product · Research-gated launch
AI Copywriting Tool
Research was the go/no-go gate, not a rubber stamp. ~€100k annual agency costs eliminated. A/B confirmed.
More work
Core journey · Checkout · A/B validated
Guest Checkout
Three versions designed, two rejected before testing. The third: +6.6% conversion uplift, A/B tested.
DesignOps · 8 product squads · 3 platforms
Establishing a Design System
First design system in company history. Includes the governance mistake and what fixed it. ~15% faster delivery across 8 product squads.
Feature · Silver Award 2020
"Shake It!": Awarded Feature
From live TV to product page in one gesture. ~25% conversion uplift. Silver Award 2020.