Due to my NDA, visuals are blurred and details omitted.

When I joined Shopflix, a Greek e-commerce marketplace, the company had just wrapped up a full visual redesign. I was brought in to extend the existing work—but it quickly became clear that while the visuals had changed, the experience hadn’t. Accessibility issues, inconsistent patterns, and broken user flows were everywhere.

I began identifying problems and proposing solutions. Over time, my responsibilities grew, and my role evolved from UI to Product Designer.

• Helped shift the product focus from aesthetics to clarity, usability, and long-term maintainability
• Built a design foundation that reduces handoff friction and allows us to move faster—aligned with dev workflows and priorities

Highlights

• Created and maintain an evolving component library in Figma that matches development architecture as closely as possible—creating a shared language between design and engineering teams
• Established a thoughtful Figma file structure that separates ongoing explorations from implementation-ready designs:
  • System file — contains all components and styles (our single source of truth)
  • Design file — houses experimental or in-progress work
  • Development file — contains only implementation-ready designs with controlled updates from the System file
• Built page templates in Figma as multi-variant components to enable global updates and prevent the implementation of outdated designs
• Made comprehensive banner guidelines with contextual previews that empowered the marketing team to create fitting assets with fewer back-and-forths
• Documented complex flows visually using component variants (e.g., a return logic matrix) that now serve as the definitive reference across departments

• Advocated for and implemented session recording and heatmap tools to observe actual user behavior—using these insights to identify pain points and validate or disprove assumptions
• Prioritized addressing fundamental user frustrations over feature additions, focusing resources where they would create the most meaningful improvements
• Conducted small scale guerrilla usability testing to identify friction points in critical user journeys
• Redesigned the homepage hero, replacing a problematic carousel with scrollable cards—improving discoverability and user control
• Consistently challenge assumptions refusing to underestimate users’ capabilities while ensuring interfaces remain intuitive
• Reimagined core flows and components based on observed behavior patterns rather than (or in addition to) internal assumptions

I’ve designed internal tools from the ground up and improved existing ones—introducing thoughtful UX enhancements like contextual help, clearer layouts, and more streamlined workflows that reduce cognitive load for internal teams.

I couldn’t find any size guide illustrations that met my standards—so I drew them by hand. (Shown: personal drafts.)