At Yellow NZ, I led the development of a new design system and brand identity, conducting research and planning to meet the needs of both legacy and new users. My focus was on creating a cohesive visual language that enhanced brand recognition and user experience across digital platforms.I developed wireframes and UX workflows based on user research, synthesising insights into personas and journey maps to guide a user-centric design process. Collaborating with cross-functional teams, I implemented the design system and optimised user experiences through regular feedback and usability testing.The new system included comprehensive UI components and guidelines that streamlined development and ensured consistency. I also modernised the company’s website and mobile apps, improving aesthetics and functionality, which significantly boosted user engagement and satisfaction. Throughout this process, I stayed current with design trends to keep Yellow NZ's digital presence competitive.