Zalando Lounge
Role
Lead Pr. Designer
Year
2020–2021
Zalando Lounge is Zalando's off-price shopping club — flash sales of fashion and lifestyle brands at up to 75% off, for millions of members across Europe. In 2020, Lounge set a three-year commercial strategy with eight opportunity areas, each owned by a product team. What it didn't have: a shared product vision to build towards.
Commercial strategy to north star vision
8 product teams
~1M downloads at launch
The Challenge
Eight teams, eight roadmaps, one strategy on paper. A commercial strategy doesn't align an organisation by itself — someone has to turn it into a vision that teams can design and build from. And the conditions were hard: teams mid-reorganisation, limited user insight, and a whole organisation learning to think three years ahead.
Outcome
- One north star prototype aligning 100+ stakeholders
- 45 big-bet ideas embedded into roadmaps
- Workshop satisfaction 4.8/5
- ~1M app downloads at launch as part of the broader strategy rollout
My Role
I led the translation of commercial strategy into a north star design vision — designing the methodology, running the workshops, and shaping the final prototype — across 8 product teams and 100+ stakeholders. In parallel, I worked hands-on as the UX designer on “convert” product stream, leading a senior designer and running user research. Shaping the vision while staying close to the teams' real problems.
The Approach
A custom methodology, piloted before scaling.
Pilot first. Two workshop formats tested with three teams — problem framing signed off at C-level, ideation stress-tested with 10–15 people per session — before rolling out to all eight.
Problem framing. 24 problem statements written as How-Might-We questions — one anchor per opportunity area.
Ideation at scale. Eight workshops, 50+ ideas per session, distilled into 5–7 big bets per team — 45 in total. I have worked very closely with C-level and product teams to make a project in this scale move smoothly.
One north star. Teams wrote short stories around their strongest ideas, from a persona's point of view. We merged them into eight themes, then turned the approved direction into a single high-fidelity prototype — the guiding concept for every team through 2023.
One vision, eight teams, a hundred stakeholders — strategy made tangible.
Let's work together
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Zalando Lounge
Role
Lead Product Designer
Year
2020–2021
Zalando Lounge is Zalando's off-price shopping club — flash sales of fashion and lifestyle brands at up to 75% off, for millions of members across Europe. In 2020, Lounge set a three-year commercial strategy with eight opportunity areas, each owned by a product team. What it didn't have: a shared product vision to build towards.
Commercial strategy to north star vision
8 product teams
~1M downloads at launch
The Challenge
Eight teams, eight roadmaps, one strategy on paper. A commercial strategy doesn't align an organisation by itself — someone has to turn it into a vision that teams can design and build from. And the conditions were hard: teams mid-reorganisation, limited user insight, and a whole organisation learning to think three years ahead.
Outcome
- One north star prototype aligning 100+ stakeholders
- 45 big-bet ideas embedded into roadmaps
- Workshop satisfaction 4.8/5
- ~1M app downloads at launch as part of the broader strategy rollout
My Role
I led the translation of commercial strategy into a north star design vision — designing the methodology, running the workshops, and shaping the final prototype — across 8 product teams and 100+ stakeholders. In parallel, I worked hands-on as the UX designer on “convert” product stream, leading a senior designer and running user research. Shaping the vision while staying close to the teams' real problems.
Tailor Made Toolkit
A custom methodology, piloted before scaling.
Pilot first. Two workshop formats tested with three teams — problem framing signed off at C-level, ideation stress-tested with 10–15 people per session — before rolling out to all eight.
Problem framing. 24 problem statements written as How-Might-We questions — one anchor per opportunity area.
Ideation at scale. Eight workshops, 50+ ideas per session, distilled into 5–7 big bets per team — 45 in total. I have worked very closely with C-level and product teams to make a project in this scale move smoothly.
One north star. Teams wrote short stories around their strongest ideas, from a persona's point of view. We merged them into eight themes, then turned the approved direction into a single high-fidelity prototype — the guiding concept for every team through 2023.
One vision, eight teams, a hundred stakeholders — strategy made tangible.
Other Projects
Let's work together
/
Zalando Lounge
Role
Lead Product Designer
Year
2020–2021
Zalando Lounge is Zalando's off-price shopping club — flash sales of fashion and lifestyle brands at up to 75% off, for millions of members across Europe. In 2020, Lounge set a three-year commercial strategy with eight opportunity areas, each owned by a product team. What it didn't have: a shared product vision to build towards.
Commercial strategy to north star vision
8 product teams
~1M downloads at launch
The Challenge
Eight teams, eight roadmaps, one strategy on paper. A commercial strategy doesn't align an organisation by itself — someone has to turn it into a vision that teams can design and build from. And the conditions were hard: teams mid-reorganisation, limited user insight, and a whole organisation learning to think three years ahead.
Outcome
- One north star prototype aligning 100+ stakeholders
- 45 big-bet ideas embedded into roadmaps
- Workshop satisfaction 4.8/5
- ~1M app downloads at launch as part of the broader strategy rollout
My Role
I led the translation of commercial strategy into a north star design vision — designing the methodology, running the workshops, and shaping the final prototype — across 8 product teams and 100+ stakeholders. In parallel, I worked hands-on as the UX designer on “convert” product stream, leading a senior designer and running user research. Shaping the vision while staying close to the teams' real problems.
The Approach
A custom methodology, piloted before scaling.
Pilot first. Two workshop formats tested with three teams — problem framing signed off at C-level, ideation stress-tested with 10–15 people per session — before rolling out to all eight.
Problem framing. 24 problem statements written as How-Might-We questions — one anchor per opportunity area.
Ideation at scale. Eight workshops, 50+ ideas per session, distilled into 5–7 big bets per team — 45 in total. I have worked very closely with C-level and product teams to make a project in this scale move smoothly.
One north star. Teams wrote short stories around their strongest ideas, from a persona's point of view. We merged them into eight themes, then turned the approved direction into a single high-fidelity prototype — the guiding concept for every team through 2023.
One vision, eight teams, a hundred stakeholders — strategy made tangible.
Other Projects
Let's work together
/
Zalando Lounge
Role
Lead Product Designer
Year
2020–2021
Zalando Lounge is Zalando's off-price shopping club — flash sales of fashion and lifestyle brands at up to 75% off, for millions of members across Europe. In 2020, Lounge set a three-year commercial strategy with eight opportunity areas, each owned by a product team. What it didn't have: a shared product vision to build towards.
Commercial strategy to north star vision
8 product teams
~1M downloads at launch
The Challenge
Eight teams, eight roadmaps, one strategy on paper. A commercial strategy doesn't align an organisation by itself — someone has to turn it into a vision that teams can design and build from. And the conditions were hard: teams mid-reorganisation, limited user insight, and a whole organisation learning to think three years ahead.
Outcome
- One north star prototype aligning 100+ stakeholders
- 45 big-bet ideas embedded into roadmaps
- Workshop satisfaction 4.8/5
- ~1M app downloads at launch as part of the broader strategy rollout
My Role
I led the translation of commercial strategy into a north star design vision — designing the methodology, running the workshops, and shaping the final prototype — across 8 product teams and 100+ stakeholders. In parallel, I worked hands-on as the UX designer on “convert” product stream, leading a senior designer and running user research. Shaping the vision while staying close to the teams' real problems.
The Approach
A custom methodology, piloted before scaling.
Pilot first. Two workshop formats tested with three teams — problem framing signed off at C-level, ideation stress-tested with 10–15 people per session — before rolling out to all eight.
Problem framing. 24 problem statements written as How-Might-We questions — one anchor per opportunity area.
Ideation at scale. Eight workshops, 50+ ideas per session, distilled into 5–7 big bets per team — 45 in total. I have worked very closely with C-level and product teams to make a project in this scale move smoothly.
One north star. Teams wrote short stories around their strongest ideas, from a persona's point of view. We merged them into eight themes, then turned the approved direction into a single high-fidelity prototype — the guiding concept for every team through 2023.
One vision, eight teams, a hundred stakeholders — strategy made tangible.
Other Projects
Let's work together
/