Brought in to improve adoption of Zalando Plus, the work focused on clarifying how the programme is understood within the product. Research showed consistent friction: Plus was difficult to find, unclear in its value, and inconsistently communicated across the experience.

I defined a set of interventions across the journey — shaping how Plus is introduced, explained, and contextualised, from entry points to benefit overlays.

Developed in parallel with Zalando’s rebrand, led by Stockholm-based agency Kurppa Hosk, ensuring alignment with the emerging visual system.