Action

• Built a distributed design organization and standardized design operations.

• 30 % reduction in iteration time across design and development teams.

• 20 % increase in release velocity through reusable components.

• Improved accessibility compliance across the full product suite.

• Expanded platform adoption among Fortune 500 clients.

• Established global UX governance and design culture within IBM–Maersk partnership.

Overview

TradeLens is an enterprise B2B platform designed to simplify global shipping through digitization and blockchain technology.

I joined in 2018 to lead the platform’s UX strategy, transforming what was initially a sales demonstration tool into a fully operational global solution. Over the next four years, I defined the end-to-end user experience, built scalable design systems, and guided the evolution of TradeLens into a core product offering for customers including Walmart, GE, Nestlé, and Kawasaki.

Approach

I began as a Senior Designer and grew into Head of Design and User Research, leading a team focused on design systems, usability, and customer insights.

As Head of Design, I built and directed a multidisciplinary design organization responsible for product UX, research, and visual systems. My team worked cross-functionally across design, product management, and engineering to align priorities and scale delivery.

1. Design System and Governance

We established the first TradeLens Design System, complete with component library, design tokens, and governance rules. The system was integrated directly with Angular and React front-end frameworks to ensure one-to-one parity with engineering.

2. Scalable UX and Research Process

We introduced a standardized UX process that included weekly cross-functional reviews, accessibility testing, and user acceptance validation. My team implemented ongoing survey programs, contextual user interviews, and analytics dashboards that fed directly into roadmap prioritization.

3. End-to-End Platform Redesign

We rebuilt the core user experience across all modules – from document workflows and trade events to analytics and reporting. The new interface delivered both global visibility and fine-grained control, supporting a range of user roles across shipping lines, ports, and customs agencies.

4. Collaboration and Enablement

We formalized UX collaboration across time zones by implementing shared libraries, design QA protocols, and asynchronous review structures. This eliminated rework, reduced delivery friction, and ensured that product, design, and engineering operated in sync.