From 2023 to 2025, I had the opportunity to work as an Associate UX Director for HelloFresh’s customer-facing digital products.

My work touched on a vast number of end-customer experiences. From the habit building and consumer services space, where I strategised and designed the benefits wallet and welcome experience, and supported the creation of the loyalty program and pricing experience for our 7 million customers.

During this time I further expanded my leadership skills, supported increasing the design maturity across the organisation and coached fellow designers enabling their career growth and progression.If you want to have a glimpse how I think about strategy and design, have a peek at HelloFresh’s case study.