Industry

Automotive

Client

Nissan

Year

2018-2020

Scaling a global design system across 190+ markets.

Role

Design Director, Global CX Transformation

Scope

UX/UI, Design Systems, Creative Direction

The challenge

Nissan operated across a fragmented global digital ecosystem spanning hundreds of markets, regional teams and customer touch points — resulting in inconsistent experiences and duplicated effort.

The insight

The challenge wasn’t creating more design. It was creating systems and governance that global teams could realistically adopt and scale.

The approach

— Create a shared global experience language — Design systems teams could adopt at scale — Reduce duplication across regions and markets — Improve consistency without removing local flexibility

Execution

— Led UX/UI design and digital creative direction — Defined and delivered a global design system — Created scalable experience systems designed to support evolving digital and connected vehicle services — Established reusable patterns and scalable components — Worked across regions to align teams and implementation — Ensured consistency across web platforms and key journeys

Outcome

— Enabled faster and more efficient delivery across teams — Raised overall quality and usability of digital experiences — Created a scalable foundation for future product evolution

The challenge wasn’t just design — it was alignment. Success came from creating systems that teams could actually adopt and scale.