Search Experience Rebuild
Led the rebuild of the search experience, aligning discovery behavior, product rules, tracking, and UX decisions. Result: 2x purchases from search.
SEBASTIAN
Growth, e-commerce, and digital transformation.
Built with an engineering depth.
I lead product work where commerce, software, customer journeys, operations, and brand performance need to move as one system. The work spans strategy, delivery, architecture, funnels, and visual judgment.
Growth and commerce
funnels, search, launches, conversion
Platforms and systems
headless commerce, ERP, integrations
Delivery leadership
roadmaps, squads, rituals, stakeholders
Visual archive
brand, photography, references, field material
Field material
Marks, systems, tone
Books, references, fragments
The archive is built to hold screenshots, photographs, objects, brand fragments, interface states, and notes with the same level of care as product cases. The professional work starts with commerce and systems, but the visual practice stays visible.
Building a Portfolio Without Making a Portfolio
Notes on making a site feel like a working archive instead of a polished template.
Photography as Product Attention
Photography as a way to practice framing, sequencing, omission, and evidence.
Brand Is an Operating System
Brand as a set of decisions that constrain tone, layout, pace, and what the work is allowed to feel like.
Dashboards as Operating Systems
A dashboard is not a chart wall when people use it to decide what happens next.