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Project overview
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Experience Designer in Lisbon, Portugal.
A 2024/25 project exploring how welcome pages can create a clearer,
more human first step into the Mercedes-Benz digital experience.
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Mercedes-Benz.io is the digital product company behind the owner-facing touchpoints for one of the world's most iconic automotive brands — from the owner app and web portal to connected car services and digital retail experiences globally.
My role spans the full design lifecycle: from discovery and strategy to interaction design, design systems governance, and cross-functional leadership across distributed teams in Lisbon, Braga, Stuttgart, and Berlin.
Working in this environment means constantly navigating the tension between a heritage brand with century-old standards and the fast-moving demands of digital product development — a challenge I find endlessly interesting.
Delivering coherent experiences across app, web, in-car, and retail touchpoints — each with different teams, constraints, and release cycles that rarely align.
Designing for millions of users across dozens of markets and regulatory environments, while maintaining brand consistency and product quality standards.
Bridging an engineering-led corporate culture with user-centred design thinking — building trust, shared language, and repeatable processes across functions.
As a Lead Designer I operate at the intersection of craft and strategy. Hands-on with product thinking and design direction, while also responsible for team health, design culture, and stakeholder alignment.
My approach is rooted in systems thinking — building the foundations that allow teams to move fast without breaking consistency. This means investing in design systems, shared principles, clear governance, and a critique culture that raises quality across the board.
I believe the best design leadership is invisible: when the team is empowered, aligned, and shipping great work — that's when you know the system is working.
Qual research, heuristic reviews, and stakeholder synthesis. Translating complexity into clear problem framing and design briefs.
Experience principles, success metrics, and design strategy. Getting product, engineering, and business aligned on where to invest.
From concept exploration to high-fidelity delivery. Design system components, interaction specs, and prototype-driven alignment.
Cross-functional collaboration through to production launch. Post-launch measurement, iteration loops, and knowledge transfer.
Visuals redacted — NDA applies
The most impactful moments in this work weren't the individual screens — they were the systems, rituals, and relationships that made consistent quality possible across distributed teams.
This experience continues to shape how I think about design leadership: not just about craft, but about creating the environment where craft can happen at scale — the invisible architecture behind great product work.