ILGM had a strong product and a loyal customer base, but the digital infrastructure could not support the next stage of growth. Measurement was fragmented, the purchase funnel was opaque, and five separate domains were creating inconsistency at every touchpoint.

As UX Strategist, I led digital strategy and delivery across a full end-to-end rebuild: a composable tech stack, a design system, and a customer journey framed around discover, select, grow. The project ran in five consecutive phases, starting with a gameplan to map business context, product, market, and customer before a line of design was drawn.

The agency had produced beautiful visual designs, but they had been created without accounting for technical constraints or scalability. I translated those designs into a working design system: every component rebuilt to be reusable, every page styled and production-ready within the boundaries of the actual stack.