As the UI design lead for Vuse and Velo two globally recognized vaping brands. I was responsible for driving the visual and interaction design across large-scale eCommerce platforms and global campaign experiences.
Agency
Wunderman Thompson & VML
My role
Web designer, UI design
Location & year
2025
As the UI design lead for Vuse and Velo two globally recognized vaping brands. I was responsible for driving the visual and interaction design across large-scale eCommerce platforms and global campaign experiences.
Agency
Wunderman Thompson & VML
My role
Web designer, UI design
Location & year
2025
As the UI design lead for Vuse and Velo two globally recognized vaping brands. I was responsible for driving the visual and interaction design across large-scale eCommerce platforms and global campaign experiences.
Agency
Wunderman Thompson & VML
My role
Web designer, UI design
Location & year
2025
These projects were rooted in reshaping the customer journey, creating an immersive digital presence, and ensuring seamless consistency across multiple regions. My work spanned both daily UX/UI execution and long-term strategic direction.
These projects were rooted in reshaping the customer journey, creating an immersive digital presence, and ensuring seamless consistency across multiple regions. My work spanned both daily UX/UI execution and long-term strategic direction.
These projects were rooted in reshaping the customer journey, creating an immersive digital presence, and ensuring seamless consistency across multiple regions. My work spanned both daily UX/UI execution and long-term strategic direction.
Design Strategy & Execution
With such a broad international footprint, a major challenge was ensuring cohesion across regions while accommodating market-specific content and user behaviours.
Bespoke interactive experiences
From animated product pages to dynamic scroll-triggered storytelling, I crafted unique interactive modules to enrich the user journey and drive brand engagement.
Rebuilding tokenised global design systems
I oversaw the redesign and rebuild of their synced, tokenised global design system. This Figma-based system standardised components, branding, and UX patterns across markets while allowing flexibility for local customisation.
Global eCommerce redesigns
I led the visual direction for complete customer experience resets across Vuse and Velo’s digital storefronts. Each redesign focused on accessibility, mobile-first interaction, and an elevated aesthetic reflective of the brands' innovative positioning.
Design Strategy & Execution
With such a broad international footprint, a major challenge was ensuring cohesion across regions while accommodating market-specific content and user behaviours.
Bespoke interactive experiences
From animated product pages to dynamic scroll-triggered storytelling, I crafted unique interactive modules to enrich the user journey and drive brand engagement.
Rebuilding tokenised global design systems
I oversaw the redesign and rebuild of their synced, tokenised global design system. This Figma-based system standardised components, branding, and UX patterns across markets while allowing flexibility for local customisation.
Global eCommerce redesigns
I led the visual direction for complete customer experience resets across Vuse and Velo’s digital storefronts. Each redesign focused on accessibility, mobile-first interaction, and an elevated aesthetic reflective of the brands' innovative positioning.
Design Strategy & Execution
With such a broad international footprint, a major challenge was ensuring cohesion across regions while accommodating market-specific content and user behaviours.
Bespoke interactive experiences
From animated product pages to dynamic scroll-triggered storytelling, I crafted unique interactive modules to enrich the user journey and drive brand engagement.
Rebuilding tokenised global design systems
I oversaw the redesign and rebuild of their synced, tokenised global design system. This Figma-based system standardised components, branding, and UX patterns across markets while allowing flexibility for local customisation.
Global eCommerce redesigns
I led the visual direction for complete customer experience resets across Vuse and Velo’s digital storefronts. Each redesign focused on accessibility, mobile-first interaction, and an elevated aesthetic reflective of the brands' innovative positioning.
You can see the tokenised design systems in place. We had to have this design system work across multiple brands and for global markets. This meant using semantic colour systems across all components.
I worked across all corners of the CX, every page was built in an atomic design level. PDPs and PLPs being one of the main sections of the site.
It wasn't just eCommerce. I also had to design customer experiences which included marketing, pre-sales and promotional content.
Accessiblity was at the top of the list of requirements across every brand and location on the site. Below you can see how we stress tested all colour iterations and combinations.
Accessiblity was at the top of the list of requirements across every brand and location on the site. Below you can see how we stress tested all colour iterations and combinations.
Accessiblity was at the top of the list of requirements across every brand and location on the site. Below you can see how we stress tested all colour iterations and combinations.
Challenges & Solutions
With such a broad international footprint, a major challenge was ensuring cohesion across regions while accommodating market-specific content and user behaviours.
Flexible global toolkits
I developed design guidelines and UI toolkits that allowed regional teams to work together
Cross-market collaboration
I worked closely with international teams to adapt designs that respected cultural nuances while maintaining brand consistency.
Consistency through tokens
The use of design tokens helped manage complex brand variables such as type scales, colour palettes, and component behaviour in a centralised, scalable way.
Challenges & Solutions
With such a broad international footprint, a major challenge was ensuring cohesion across regions while accommodating market-specific content and user behaviours.
Flexible global toolkits
I developed design guidelines and UI toolkits that allowed regional teams to work together
Cross-market collaboration
I worked closely with international teams to adapt designs that respected cultural nuances while maintaining brand consistency.
Consistency through tokens
The use of design tokens helped manage complex brand variables such as type scales, colour palettes, and component behaviour in a centralised, scalable way.
Challenges & Solutions
With such a broad international footprint, a major challenge was ensuring cohesion across regions while accommodating market-specific content and user behaviours.
Flexible global toolkits
I developed design guidelines and UI toolkits that allowed regional teams to work together
Cross-market collaboration
I worked closely with international teams to adapt designs that respected cultural nuances while maintaining brand consistency.
Consistency through tokens
The use of design tokens helped manage complex brand variables such as type scales, colour palettes, and component behaviour in a centralised, scalable way.
building and updating a full tokenised design system was one of hte main tasks for this client. It too ka lot of time to adapt and restructure components for different tasks.
building and updating a full tokenised design system was one of hte main tasks for this client. It too ka lot of time to adapt and restructure components for different tasks.
building and updating a full tokenised design system was one of hte main tasks for this client. It too ka lot of time to adapt and restructure components for different tasks.
I worked across all corners of the CX, every page was built in an atomic design level. PDPs and PLPs being one of the main sections of the site.
More design system components
Sometimes I moved into more experience design with projects needing me to create full use journeys for promotional content.
Sometimes I moved into more experience design with projects needing me to create full use journeys for promotional content.
Sometimes I moved into more experience design with projects needing me to create full use journeys for promotional content.
Here you can see how different brands within the BAT organisation needed their own brand identity and themed design system.
As part of the digital team, my primary role was to lay the groundwork for key sections of the website, including product pages, booking flows, and business product pages. My contributions were instrumental in creating a scalable and user-centric foundation for Dyson’s digital transformation.
As part of the digital team, my primary role was to lay the groundwork for key sections of the website, including product pages, booking flows, and business product pages. My contributions were instrumental in creating a scalable and user-centric foundation for Dyson’s digital transformation.
Matching landing page structure to allow consistency across brands.
Matching landing page structure to allow consistency across brands.
Matching landing page structure to allow consistency across brands.
More projects
More projects
More projects
Let’s work
together
Email me
Let’s work
together
Email me
Let’s work
together
Email me