Status quo
An overloaded grid: no clear focal points, lifestyle imagery and product categories competing in the same plane, every attribute fighting for the same attention.
0000 M · Case file
CEWE · Lead UI & UX · 2015–2018
Leading UX where 85% of the revenue lives.
CEWE is Europe's largest photo service. I took over its UX leadership, rebuilt the department, and shipped redesigns on the software that carries most of the company's revenue, with the numbers to show for it.
1200 M · Chapter 01
The department
I took over the UX lead in late 2015 and restructured “Graphics & User Interface” into a UX Design function: a team that owns the full arc from vision to delivery. Ten people across desktop, mobile and kiosk, positioned as the hub between board, development, marketing and sales.
Vision Concept Prototype Deliver
1800 M · Chapter 02
Order-software
product browser
Status quo
Sensory overload. No focal points in the user guidance, and design restrictions that were blocking the growth of the product portfolio.
Approach
Requirements and goal definition with the board, a full content & product audit, and a crosscheck across every single category.
Result
Separation of lifestyle view and product categories for better cognitive processing, modular product selection, logical attribute separation, and dedicated product information pages.
Result
Lifestyle view separated from product categories, modular product selection, logical attribute separation, and dedicated product-information pages.
2600 M · Chapter 03
Photo-book assistant
Status quo
Overloaded functional areas. No recognizable guidance through the flow.
Concept
An OS-native interaction prototype: the flow split into two clear steps, familiar interactions like drag-and-drop reused, and multiple preview modes.
Delivery
Reworked for a clean technical implementation by reusing existing components: concept fidelity kept, engineering cost contained.
Status quo
Overloaded functional areas, with no recognizable guidance through the flow: every control on one surface, no sense of where to begin.
Shipped
The flow split into two clear steps with familiar drag-and-drop interactions and multiple preview modes, built on reused components.
3200 M · Chapter 04
And the machinery
around it
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01
Photo-importer flow
Redesigned end to end: import, select, group.
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02
Neuroscience-based image selection
A process for objective visual decisions: evidence instead of taste debates.
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03
The “Oculus Sprint”
A design process tailored to the organization, so concepts kept moving at its pace.
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04
Innovation Lab concept
Drafted in 2018: a structure for exploring what the portfolio could become next.
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05
3D product-portfolio pipeline
Replaced photoshoots: cost savings plus a flexible, digital product presentation.
3600 M · Why it matters here
Consumer scale teaches you what industrial software forgets: if the people using it don't love it, the numbers don't move. Every percent above came from making complexity feel simple, and that is the same work that later got ship technicians to trust a failure prediction.