Scaling a global design system across 190+ markets.
Design Director, Global CX Transformation
UX/UI, Design Systems, Creative Direction
Nissan operates across a highly complex global ecosystem, with fragmented digital experiences across regions, markets and platforms.
There was a need to create greater consistency, efficiency and quality across this landscape.
The problem
— Inconsistent user experience across markets
— Duplication of effort across regional teams
— Lack of scalable design frameworks
— Weak alignment between brand, product and experience
We treated this as a systems design challenge.
The focus was on:
— Creating a unified experience language
— Designing for scale across markets and teams
— Aligning design with both brand and business goals
Execution
— Led UX/UI design and digital creative direction
— Defined and delivered a global design system
— Established reusable patterns and scalable components
— Worked across regions to align teams and implementation
— Ensured consistency across web platforms and key journeys
Outcome
— Improved consistency across global digital touchpoints
— 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.
