02 — DFYNE
Mega menu
Rebuilt so the catalogue stopped hiding from the people trying to buy it — on desktop and on a phone, where the old menu buried whole categories two taps down.
Read the case study →Seven years in, currently Senior Product Designer at DFYNE — where I started the UX practice from nothing and hired the ten people who now run it.
A UK trading card marketplace: 92 screens, a design system enforced in code rather than written down. Then one conversation with a shop owner took the go-to-market apart.
I checked all three of his claims against sources. Two were half-right in ways that mattered, and the strategy moved from shops-as-supply to collectors-first.
Read the case study →Rebuilt so the catalogue stopped hiding from the people trying to buy it — on desktop and on a phone, where the old menu buried whole categories two taps down.
Read the case study →Suggestions that arrive before you have finished typing, and an empty state that does something useful rather than waiting.
Read the case study →Size selection lifted out of the product page, so a full kit can go in the basket from the grid without ever leaving it.
Read the case study →Real athletes’ kit made shoppable as a set — homepage through to product page. Every shop-the-look pattern I audited forces the whole outfit as one unit, which collapses the moment an item is out of stock or you are a different size on top and bottom. This one sizes each item on its own.
Read the case study →A collection tracker, built because I wanted one and none of them were any good.
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