LEBARA is Europe's fastest-growing MVNO (Mobile Virtual Network Operator), serving over 5 million customers across 5 markets: the UK, Netherlands, Germany, France, and Denmark. Since joining Lebara in 2024, I've led the company through a comprehensive Design Transformation, evolving the function from a tactical unit into a centralised strategic pillar. I initiated and led the execution of the Global Brand Design Refresh, which culminated in a successful digital launch across Web and App platforms in all 5 international markets, ensuring a consistent and modernised user experience for millions of customers worldwide.
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 50% and allows for fast and quality shipping across all Lebara's digital products.
I built the Design Team from the ground up, scaling the department up to 15 specialists during the peak of the Brand Design Refresh project. 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.
CASE STUDIES COMING SOON