Role
Lead Designer
Duration
3 Months
Platform
Web & iOS
What I designed
I led the visual and UI design of the e-commerce redesign — including product listing pages, product detail pages (PDPs), and the overall digital brand system applied across the store. The work was designed in Figma and handed off to an external agency for Shopify implementation.
The system needed to work across multiple languages and market contexts while maintaining a strong, recognizable NotCo identity. That meant building components that were flexible enough for regional variation but tight enough to feel like one brand.
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Outcome
Following the 6-month redesign, user task completion rates increased by 42%. The simplified navigation reduced support tickets by 30% within the first
quarter. Lumina was subsequently featured on the App Store as 'App of the Day,' specifically cited for its clarity in an often opaque industry.
Nova Seguros
The Problem
Nova needed to launch a digital insurance platform with no existing product to build from. The brief came with brand references and a visual identity, but no components, no flows, and no defined user experience. The goal was to design a complete consumer-facing platform — from dashboard to reimbursement management — ready for development handoff, in under a month.
© 2026
Role
Lead Designer
Duration
3 Months
Platform
Web
NotCo Ecommerce
The Challenge
Nova needed to launch a digital insurance platform with no existing product to build from. The brief came with brand references and a visual identity, but no components, no flows, and no defined user experience. The goal was to design a complete consumer-facing platform — from dashboard to reimbursement management — ready for development handoff, in under a month.
What I designed
I led the visual and UI design of the e-commerce redesign — including product listing pages, product detail pages (PDPs), and the overall digital brand system applied across the store. The work was designed in Figma and handed off to an external agency for Shopify implementation.
The system needed to work across multiple languages and market contexts while maintaining a strong, recognizable NotCo identity. That meant building components that were flexible enough for regional variation but tight enough to feel like one brand.
Outcome
Following the 6-month redesign, user task completion rates increased by 42%. The simplified navigation reduced support tickets by 30% within the first
quarter. Lumina was subsequently featured on the App Store as 'App of the Day,' specifically cited for its clarity in an often opaque industry.
UP NEXT
© 2026
Role
Lead Designer
Duration
3 Months
Platform
Web
NotCo Ecommerce
The Challenge
NotCo was growing fast across four markets and their e-commerce experience wasn't keeping up. Product pages lacked consistency, the visual system was fragmented across regions, and the design couldn't scale to support new product launches without rebuilding from scratch each time. The goal was to create a cohesive, brand-aligned shopping experience that could flex across markets and product categories.
Design decisions
NotCo's brand is bold and irreverent — the design needed to carry that personality without sacrificing usability on the product pages where conversion decisions happen. I balanced high visual energy in editorial and hero moments with cleaner, more structured layouts in PDPs where information density mattered.
The component system was built with scale in mind: new product lines and market launches could be absorbed without redesigning the experience. This ended up being critical as the brand expanded its portfolio throughout 2023.
What I designed
I led the visual and UI design of the e-commerce redesign — including product listing pages, product detail pages (PDPs), and the overall digital brand system applied across the store. The work was designed in Figma and handed off to an external agency for Shopify implementation.
The system needed to work across multiple languages and market contexts while maintaining a strong, recognizable NotCo identity. That meant building components that were flexible enough for regional variation but tight enough to feel like one brand.
Outcome
A complete design system and Figma-to-Shopify handoff that supported product launches across four markets. The redesigned experience was live during NotCo's most active expansion period, covering the US, Canada, Brazil, and Argentina.
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© 2026