Case Study

Scaling a Global Ecommerce Experience Across Markets

Overview

I led experience design and research for a global MedTech ecommerce platform, focused on improving usability, strengthening brand alignment, and creating a more consistent, customer-centered digital buying experience across markets.

The Challenge

  • The ecommerce experience varied significantly across regions, with inconsistent design patterns and brand expression

  • Usability issues made it difficult for customers to complete key tasks such as ordering and account management

  • Limited visibility into global user needs and behaviors created misalignment across Technology, Sales, and regional teams

  • Teams lacked a shared understanding of the end-to-end customer journey and experience priorities

What I Led

  • Global research strategy and execution

    • Conducted research with internal users and customers across 4 regions involving 27 countries.

    • Synthesized insights from interviews and usability tests to identify key experience gaps

  • End-to-end journey and experience assessment

    • Mapped the ecommerce journey across key use cases and customer types

    • Identified friction points and opportunities across the buying experience

  • Usability and experience improvement

    • Led usability evaluations to uncover critical issues impacting task completion

    • Defined prioritized recommendations to improve flow, navigation, and overall experience quality

  • Brand and experience alignment

    • Established experience principles to improve consistency across global markets

    • Partnered with enterprise brand teams to align digital experience with brand standards

  • Cross-functional alignment

    • Worked across Product, Technology, Commercial, and regional teams to translate insights into actionable design direction

    • Created shared visibility into customer needs, priorities, and design decisions

Impact

  • Improved usability across key ecommerce workflows, including cart validation and invoice mangement

  • Strengthened consistency of the digital experience across global markets

  • Increased alignment between Sales, Technology, and regional teams on customer needs and experience priorities

  • Delivered a clear, research-backed direction to inform roadmap and future design investments

Full portfolio available on request.