Designing systems that turn
complexity into clarity.

A multi-year programme bringing machine intelligence into Back Market's seller platform: automated pricing, an AI assistant, the Automation Spectrum, trust framework, and sequencing model that shaped every feature decision.

Back Market's Deals programme offered sellers reduced commission, but with no product surface, no margin context, and no way to self-evaluate, adoption was near zero. I designed three iterations of in-product decision support, each one earned by the signal the last one generated.

Sellers had stopped using the Back Office homepage entirely, bookmarking around it to reach Orders and Insights directly. I redesigned the content layer to answer a seller's first-90-seconds questions. By mid-2025, the #1 most visited page in the product.

Patients drift from their care plans when there's nothing connecting them between clinic visits. SoteriaMe was designed to close that gap: building the habits and trust that keep patients engaged with their treatment.