Helped launch Joybuy in the UK and EU market, shaping a product experience that feels at home across Europe through culturally aware, localised design for language, trust, and user needs. Details as followed:

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• Worked cross-functionally within a 23-person design team as part of a 60-person organisation, partnering closely with PMs, marketers, engineers, merchandisers, and brand stakeholders.
• Owned end-to-end brand partner experience design, from discovery and research to storefront design, CMS tooling for brand users, final UI, and product handover, collaborating with global brands including LEGO, Sony, L’Oréal, and Apple to translate brand identity into effective marketplace experiences and acting as a bridge between brand requirements and platform capability.
• Built trust for Joybuy as a new brand in Europe through communication- and design-led localisation, aligning the experience with local cultural and legal expectations, improving translation quality, and shaping key trust touchpoints such as the About Us page to strengthen both customer confidence and brand acquisition.