Role: UI Design (with UX Research, PO, Project Lead, Application Management)
Focus: Design system, UI patterns, key journeys, visual refresh without rebranding

Why this project mattered

Curaden is the umbrella and core of our company. Redesigning it wasn’t just another website iteration — it was a milestone in my career and a project that shaped the quality bar of my work.

We didn’t want to reinvent the brand.
We wanted to make it new, make it fresh — while keeping Curaden unmistakably Curaden.

The challenge

The existing experience felt old-fashioned, visually inconsistent, and harder to use than it needed to be. Over time, clutter grew — and with it, complexity.

This project wasn’t about “repainting” the interface.
It was about rebuilding the core experience: clearer structure, stronger consistency, and a system that can evolve.

Design principles

• Simplify without oversimplifying

• Clean & modern, but still warm and human

• Functional first (clarity, hierarchy, readability)

• Brand at the core (refresh, not reinvention)

• Scalable by system (design decisions that hold up over time)

How we worked

We started from the very beginning:

• Research & discovery to understand friction, expectations, and what mattered most

• Stakeholder alignment to define goals and success criteria early

• Workshops & deep dives to map structure, priorities, and content logic

• UI exploration grounded in system-thinking (not isolated screens)

• Iterative validation through ongoing user research and feedback loops

What I built (beyond screens)

A big part of the redesign was creating a stronger foundation:

• a refreshed design system (core elements, patterns, rules)

• clearer hierarchy & layout logic

• reusable components to reduce inconsistency

• design decisions that support speed today and scalability tomorrow

The result

A modern, clean, and more focused Curaden experience — easier to navigate, easier to understand, and more consistent across touchpoints.

And it’s still evolving (as it should). The redesign proved the direction, created alignment, and established a foundation we can keep building on.

What’s next

More steps will follow — refining journeys, expanding patterns, and continuing to improve through research and iteration.

Work in progress — and I’m proud of what we’ve shaped so far.