Alessia – Figma, UI/UX, Design system

A European airline operating across multiple markets, with a web and mobile booking platform that serves customers throughout their travel journey. Key purchase steps like checkout, payments and ancillary services involved complex interactions and inconsistent experiences across touchpoints. Working in a cross-functional product team, she redesigned these booking journeys in Figma, simplified the payment experience as part of the Move to Master initiative, and extended the design system with reusable components and patterns. The result was clearer, more consistent purchase flows focused on usability and conversion, delivered as developer-ready designs and checked through UAT before release.

• Designed and improved key eCommerce journeys, including booking, checkout, payment flows and ancillary services, focusing on usability, clarity and conversion.
• Worked on the payment experience, including the Move to Master initiative, helping simplify complex flows and improve consistency across customer touchpoints.
• Contributed to the evolution of the Design System, creating and refining reusable Figma components, variants and design patterns to support consistency and scalability.
• Designed responsive interfaces and high-fidelity prototypes, translating business requirements and user needs into practical, developer-ready solutions.
• Collaborated closely with Product Managers, developers and stakeholders to balance user experience, business goals, technical feasibility and compliance requirements.
• Prepared detailed design handoffs, including component documentation, interaction specifications and implementation guidance.
• Participated in UAT and quality assurance, reviewing implemented interfaces and identifying inconsistencies before release.

A fashion eCommerce brand whose online store had been left unfinished, with a technical setup that was hard to manage and grow. After reviewing the existing work, she recommended moving the store to Shopify and led its complete rebuild: a refreshed visual identity and logo, a new information architecture, and a full UX/UI redesign of navigation, product pages and checkout. She then customized and implemented the Shopify store to match the approved designs, owning the project end-to-end and giving the brand a more flexible, easy-to-manage online shop.

• Reviewed the existing website and recommended a more suitable eCommerce platform.
• Refreshed the brand identity, including logo modernization and visual communication.
• Redesigned the information architecture, navigation, and overall shopping experience.
• Designed responsive UI layouts for key eCommerce pages and user flows.
• Implemented and customized the Shopify store, aligning the final experience with the approved designs.
• Managed the project end-to-end, from initial analysis to final implementation.

A digital mental health service that needed an accessible, easy-to-use Progressive Web App for its users. The challenge was to turn complex user journeys into a calm, simple experience that works comfortably across devices. She led the UX/UI design end-to-end, from user research and information architecture to user flows, wireframes, interactive prototypes and responsive UI screens. By applying usability and accessibility principles and iterating on the designs, she delivered a clear, consistent and cohesive app experience.

• Conducted UX research to understand user needs, expectations and potential pain points.
• Defined the information architecture, user journeys and navigation structure.
• Created user flows, wireframes and interactive prototypes to explore and validate design solutions.
• Designed responsive UI screens and interaction patterns for a Progressive Web App.
• Applied usability and accessibility principles to improve clarity, consistency and ease of use.
• Iterated on design solutions to simplify interactions and create a cohesive user experience.

A European eCommerce SaaS platform that helps businesses create, manage and grow their online stores. Merchants needed storefronts tailored to their brands, while the platform itself had complex workflows that were hard for them to use. Over nearly seven years, she designed and delivered custom eCommerce experiences for the platform's clients, covering UX/UI, responsive interfaces and frontend implementation in HTML, CSS and JavaScript. Working with the product team in France, she also improved the core SaaS product, making merchant workflows simpler and the interface more usable and visually consistent.

• Led UX/UI design and frontend implementation for client eCommerce projects, from requirements gathering to delivery.
• Worked directly with clients to understand their business needs and translate them into intuitive shopping experiences.
• Designed information architecture, user flows, wireframes, prototypes and responsive interfaces.
• Customized eCommerce storefronts using HTML, CSS and JavaScript, ensuring design quality and technical feasibility.
• Collaborated with the product team in France, contributing UX/UI improvements to the core SaaS platform.
• Helped improve usability, visual consistency and merchant workflows across the platform.

A European eCommerce SaaS platform that lets businesses create and manage their online stores. Clients across Southern Europe needed storefronts that matched their brands and customer expectations, so she designed and customized their websites with responsive layouts and consistent UI, built on the platform's CMS with HTML and CSS. She also shared local market feedback with the product team in Germany, bringing a Southern European perspective to the platform's development.

• Designed and customized eCommerce websites for clients, adapting layouts and visual elements to their brands and business needs.
• Worked directly with clients to understand their requirements and translate them into clear, user-friendly interfaces.
• Created page layouts, visual assets and responsive designs for online stores.
• Customized storefront interfaces using the platform's CMS, HTML, CSS and basic jQuery.
• Maintained visual consistency across website pages, navigation and shopping experiences.
• Shared client feedback and local market insights with the product team in Germany.

A mobile technology startup building a customizable Android keyboard to make everyday typing and communication more intuitive. During a six-month engagement with the design team, she worked on the visual design and UI of the keyboard, creating custom icons, fonts and graphic assets and a cohesive style guide. Her work gave the product a clear, consistent and engaging look and feel, and supported the visual materials used to present it.

• Designed and implemented UI elements to ensure seamless user interactions and enhanced usability.
• Conducted UX research to understand user needs, behaviours, and preferences, shaping actionable design strategies.
• Created custom icons, fonts, and graphic assets, contributing to the app's unique visual identity.
• Developed a cohesive style guide, ensuring consistency across the app's visual and functional elements.
• Collaborated closely with the art director to design wireframes and mockups for prototypes.