At Arteza, I spearheaded the implementation of a high-level design system within our CRM program, transforming the way customers engaged with the brand. By rethinking user flows, elevating the visual and functional experience, and leveraging data-driven personalization, I helped create a seamless journey that guided consumers from awareness to purchase with greater efficiency. This initiative not only streamlined internal workflows and improved design consistency across campaigns but also delivered tangible results—boosting conversion rates by more than 38% in the second half of 2024. Beyond conversion, the system established a scalable foundation for future marketing efforts, ensuring that Arteza’s creative excellence translated directly into measurable business growth.