Role
Senior Product Designer, Consultant

Project Space
E-commerce
B2C
Growth Design

As a Senior Product Designer and Consultant, I joined Sotheby’s product design team to integrate insights from user research, including interviews and analysis, into design strategies. I supported the strategic roadmap and product vision, adapting to the fast-paced auction and luxury goods markets. I also led the entire UX/UI design lifecycle—from research and design to testing and delivery—while ensuring the successful execution of deliverables.

Sotheby’s operates in a highly competitive and fast-evolving market, where continuous innovation and platform improvements are essential. The project’s primary goals were to enhance key functionalities such as payments, accounts, and shipping while maintaining consistent UX/UI across all platforms to deliver a seamless, user-friendly experience.

Hypothesis

• Integrating user research and usability testing into the design process would result in more user-centric features and increased satisfaction.

• Competitive analysis and stakeholder collaboration would support defining objectives and uncovering improvement opportunities.

• Iterative design and testing cycles would enhance platform usability, boost user engagement, and reinforce the brand’s digital identity.

End-to-End Design Process

• Led all stages of the UX/UI design lifecycle, including research, wireframing, prototyping, testing, and delivery.

• Collaborated with product managers and stakeholders to define design goals and set clear directions.

User-Centric Design Execution

• Developed personas, user journeys, and scenarios to align with user needs and goals.

• Designed low-fidelity system flows, wireframes, and prototypes to quickly validate ideas.

• Delivered high-fidelity UI designs and prototypes tailored to devices and screen breakpoints for development teams to implement.

Iterative Improvement and Collaboration

• Analyzed user and stakeholder feedback to refine designs and improve usability.

Design System Contribution

• Utilized and contributed to the design system to maintain consistency across platforms.

• Collaborated with design leadership to advance UX practices and foster a design-driven culture within the organization.

Impact

• Increased Engagement / Trust: Improved user satisfaction and retention with intuitive UX/UI, thorough testing, and enhanced features like payments and accounts.

• Stronger Brand Identity: Delivered a unified, luxury digital experience across platforms.

• Scalable Design System: Streamlined workflows and optimized future product development.

• Sustained Digital Success: Despite a decline in overall sales from 2021 to 2023, online sales remained higher than pre-pandemic levels.

Learning

• User Research / Testing: Reinforced the role of user-centric design in driving effective solutions.

• Cross-Functional Collaboration: Highlighted how teamwork and iteration boost innovation.

• Adapting to Digital Shifts: Showcased the importance of agile digital strategies in maintaining relevance and driving growth in a post-pandemic market.

This project demonstrated how strategic leadership and user-centered design create scalable, impactful digital solutions.