• Led end-to-end UX/UI design for websites, mobile apps and promo landing pages, ensuring a seamless user experience across touchpoints. • Conducted deep discovery phases: market & competitor analysis, client interviews, audience segmentation - translating business needs into actionable design goals. • Mapped user journeys and interaction flows, identifying behavioral patterns and conversion bottlenecks to optimize navigation and task completion. • Created wireframes, mockups, and interactive prototypes (low-to-high fidelity) using tools like Figma, Sketch, tailored to both user and stakeholder feedback. • Developed scalable UI systems and reusable components, maintaining visual consistency and improving handoff quality across design teams and developers. • Ran UX research and validation cycles, including user interviews, surveys, A/B testing, and in-person usability sessions to test concepts and refine flows. • Balanced aesthetics with function, integrating brand personality into UI - covering everything from typography and spacing to iconography and tone of voice in micro-interactions. • Collaborated cross-functionally with developers, content writers, marketers, and project managers to align tech feasibility, timelines, and conversion goals. • Designed and implemented design systems & UI kits, streamlining multi-project workflows and ensuring platform-wide design cohesion. • Supported ongoing product growth, adapting interfaces post-launch based on user feedback, analytics, and evolving business objectives.