Designing for Confidence, Clarity & Conversion
As Klarna scaled rapidly in the U.S. market, the mobile experience needed to do more than just enable transactions—it had to reduce friction, foster trust, and support users throughout their post-purchase journey. Klarna needed to transform a fragmented post-purchase experience into a clear, confidence-building journey.
MY ROLE
In collaboration with Klarna, I led the mobile design strategy across six core user flows. I partnered closely with executive stakeholders to align design initiatives with business goals and championed a human-centered design approach throughout. From early discovery to high-fidelity delivery, I mentored the team and contributed hands-on, ensuring designs were visually refined and strategically effective.
MY APPROACH
Experience Architecture → Defined Klarna’s U.S. mobile structure across six foundational flows to streamline journeys and increase usability
Team Leadership → Led and coached designers across product initiatives to drive alignment and elevate output quality
Cross-Functional Execution → Collaborated with PMs, engineers, and researchers from discovery through delivery
Executive Alignment → Partnered with leadership to align product vision, compliance, and global-to-local design strategy
Self-Service Optimization → Simplified complex post-purchase paths to reduce support load and boost user autonomy
Notification-Ready Design → Built contextual, behavior-triggered flows for updates, payments, and re-engagement
Financial UX Clarity → Turned transactional data into confidence-building, human-readable formats
System Expansion → Adapted Klarna’s design system for U.S. regulatory, accessibility, and behavioral needs
UI Craft + Trust → Delivered high-fidelity UI that balanced modern polish with simplicity and transparency
the outcome
The Outcome: Scalable UX Design Driving Pan-European Rollout and Operational Efficiency
The Lexus Electrified platform was strategically designed to support a seamless, large-scale rollout across Europe—delivering both brand consistency and local relevance. In just over a year, the team successfully launched 41 fully localized websites across 28 languages, with the initial platform build completed in only seven months. This rapid deployment was made possible by a scalable, UX-led architecture that balanced central brand standards with the flexibility required by local markets.
Streamlined Journeys and Modular Design
The user experience was meticulously structured to ensure clarity and ease of navigation across all markets. Clear, intuitive signposting guided users toward relevant content and actions—whether they were exploring vehicle models or searching for a local retailer. Core components and adaptable templates allowed for fast localization, ensuring a premium and consistent experience while reducing time-to-market and cost for regional teams.
Operational Agility and Performance Optimization
The design system was built with future scalability and operational efficiency in mind. Integrated content management, performance measurement, and campaign tools allowed for effortless updates, consistent execution, and agile deployment across markets. This infrastructure empowered both global and local teams to respond quickly to changing market conditions while maintaining a cohesive user experience.
The result was not only a best-in-class digital platform, but a future-ready foundation that continues to support Lexus’ growth across Europe—transforming digital complexity into clarity, cohesion, and customer value.12
Local Websites From Scratch
45
38
Local Markets
Languages
32
Dynamic Homepage +
Streamlined User Experience
The homepage was designed to be both visually daring and intuitively navigable, blending bold video sequences with a simple, focused navigation. It offered a natural, effortless interaction on any device, ensuring a consistent experience across platforms. We explained Lexus’s innovative automotive technologies in a way that resonated with the key target audience, making complex information accessible and engaging.
Interactive Engagement
through 'Origami Cats' Feature
We created an interactive experience called 'Origami Cats,' inspired by the challenge faced by Lexus’s elite craftspeople, the Takumi Masters, who must fold an origami cat with their non-dominant hand in under 90 seconds. This immersive tool was more than just a game—it embodied the same values of exquisite design and cutting-edge technology that define every Lexus. By seamlessly integrating this interactive challenge, we engaged users on a deeper level, aligning the digital experience with Lexus’s craftsmanship and attention to detail.
driving business growth
Ultimately, the site was built with a clear business goal in mind: to drive car sales. By focusing on a seamless user experience, optimized performance, and local relevance, we were able to create a digital platform that not only supported Lexus's global ambitions but also directly contributed to increasing conversions and sales across all markets.
Increase In UK Website Sessions
37%
67%
Increase in Mobile test drive bookings
136%
Increase in Users accessing test drive form