Work
Rooms & Ideas: A Strategic Overhaul
A two-year initiative to redefine how IKEA approaches inspiration and product discovery across 30+ markets. This includes strategic framework and intent definition, the global foundations that IKEA's two web experiences "Rooms" and "Ideas" are now built on, and end-to-end ownership across customer research, product strategy, information systems, content strategy and execution.
COMPANY: IKEA · YEAR: 2023-2025 · AREA OF WORK: STRATEGIC DESIGN & GROWTH
The Life at Home Report: Storytelling with Data
Every year, IKEA publishes one of the most ambitious pieces of consumer research in the world, a study of how people actually experience life at home, conducted across 39 countries. In 2024, the Life at Home Report explored how people experience joy at home and my challenge was to design a global web experience to reposition a dense, research-led report into a scalable digital experience that made the research accessible, emotional and actionable.
COMPANY: IKEA · YEAR: 2024 · AREA OF WORK: EDITORIAL UX & DATA-DRIVEN STORYTELLING
Sustainability 360°: A Global People & Planet Communication Ecosystem
Connecting a complex sustainability initiative into a unified omnichannel experience across web, app and retail in 15 markets. This included strategic design direction, coherent communication across markets, legal compliance for environmental claims and the editorial and visual logic that held it all together across simultaneous market launches.
COMPANY: IKEA · YEAR: 2023 · AREA OF WORK: SUSTAINABILITY & OMNICHANNEL DESIGN
Sale Experiences: What Happens Before the Buy
A speculative design project for Nykaa, India's largest beauty e-commerice brand, exploring how new information models, psychological heuristics and redesigned user journeys could drive significant revenue growth during major sales. Starting from an evaluation of the existing experience, this covers the full pipeline from research and stakeholder alignment to iterative design and a reimagined end-to-end sale experience across pre-sale and live periods.
COMPANY: NYKAA · YEAR: 2021 · AREA OF WORK: UI DESIGN & INFORMATION ARCHITECTURE
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