Central to this transformation was the development of a fully tokenized Design System, built in lockstep with the brand refresh to ensure maximum efficiency between Design and Tech. This robust foundational system was a key driver in our ability to rapidly launch the Travel eSIM sub-brand, moving from concept to digital delivery with unprecedented speed. By advocating for the Design System adoption on the engineering side, I successfully shifted the development practice from legacy hard-coding to a fluid, scalable architecture that cuts development time by 70% and allows for fast and quality shipping across all Lebara's digital products.

I built the Group Design Team from the ground up, scaling and upskilling the department to be able to provide maximum support to our country teams while creating a centre of excellence in the Group. To ensure high-velocity delivery, I introduced Agile processes and Design Operations, while establishing measurable Design Data to track the impact of all UX and design improvements.

My tenure has been defined by raising the bar for Design Excellence and Design Maturity – implementing data-driven UX processes, championing Accessibility to meet the EAA compliance, and scaling the digital capabilities required for a modern, global MVNO.