Powering scalable consumer experiences through adaptive systems and platforms

Adidas
2025-2026
Experience Design Director

I am leading the creation of internal tools to operationalize 1:1 personalization across digital touchpoints. The tool is being developed using vibe coding, allowing us to quickly prototype and evolve the system as new use cases emerge.

The goal is to help teams translate consumer context into clear personalization actions. It connects personalization logic with flexible components from the design system, enabling markets to deliver relevant experiences without creating custom solutions each time.

My team focuses on designing component-based, responsive patterns that can adapt to different contexts and channels, making personalization easier to implement, scale, and maintain across the product ecosystem.