Curaden — Redesigning the core
A brand-rooted redesign of Curaden’s digital foundation — from cluttered and inconsistent to clean, modern, and scalable.
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.
do. fail. learn.repeat.
Design is a Team Sport
From 0s and 1s to shades of why — this work is not just mine. It’s ours.
We work as an agile team — UX researcher, application manager, project lead, product owner, and myself as UI designer. And it's that collaboration that makes things succeed. No screen, no system, no flow happens in isolation. The outcome is always a reflection of team effort, not just individual pixels.
Before I moved into design, I worked as a web developer. Back then, things felt more black and white. There was a “right” and a “wrong,” a clear line between 0 and 1. But the last five years in design have taught me the value of the in-between: opinions, user research, subjective feedback, and the why behind the how.
Design has nuance. It's not always about getting it perfect — it's about asking the right questions, making things better step by step, and knowing when 90% is exactly enough to move forward. I’ve learned how to listen, adapt, defend, and let go. And that’s made me not only a better designer — but a better teammate.
I’m proud of what we build together. And I’m proud to be part of it.