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

Working alongside Zalando’s rebrand, led by Kurppa Hosk, I translated the emerging visual system into product — defining how it behaves, scales, and performs across key touchpoints.