E-commerce platform and packaging design editor.
A comprehensive redesign of Packhelp's e-commerce platform and online packaging editor, enabling businesses to configure, customize, and order branded packaging with an intuitive drag-and-drop interface.
As Head of Design, I defined the UX vision and strategic direction across multiple customer-facing experiences, leading research, concept development, stakeholder alignment, and collaboration with product and engineering teams.
Problem
Packhelp served multiple customer groups, but the experience was fragmented and often overwhelming — especially for small businesses without in-house designers. Customers struggled to create visually appealing packaging, navigate a broad product offering, and understand which solution fit their needs. The homepage also needed to balance product discovery, branding, and sustainability communication without increasing complexity.
Solution
As Head of Design, I led several strategic initiatives, including a template-first packaging editor, conceptual interactive product pages, and a homepage redesign. The editor reduced decision fatigue by guiding users through curated templates instead of forcing them to design packaging from scratch. I also introduced concepts allowing customers to upload their logo directly on product pages to instantly preview branded packaging in realistic environments. The homepage architecture was redesigned to better support different customer segments while emphasizing Packhelp’s sustainability mission through concrete actions rather than generic messaging.
Impact & Results
The template-based customization approach was successfully implemented and became part of the product roadmap. I created the initial template system and later supervised its expansion to maintain design quality and consistency. The homepage redesign was launched and remained active until a later iteration, while the conceptual visualization work gained strong stakeholder support and influenced future product direction.
