Shaping CDON’s journey from retail to marketplace

Challenge: CDON needed to modernize its e-commerce platform while undergoing a major rebrand led by Forsman & Bodenfors. At the same time, the business was shifting from a traditional e-commerce model to a full marketplace, which required new user journeys, design patterns, and a scalable system to support both merchants and customers.

Solution: I managed a team of UX designers and frontend developers, responsible for the platform’s user experience during this transition. We introduced A/B testing and CRO practices, which quickly became part of our workflow and helped improve conversion.

We built and maintained a design system, giving developers and designers a shared foundation to deliver more consistently. We also collaborated with Google UX specialists through audits and workshops, gaining insights that shaped improvements to key flows.

I contributed to preparing and adapting the new brand identity for the product experience. The rebrand work itself was fully rolled out after my time at CDON. As the company rebranded, I contributed to the integration of the new identity into the platform, ensuring the marketplace experience reflected CDON’s refreshed brand.

Outcome: The transformation delivered a modernized platform with stronger user flows, improved conversion, and a design system that accelerated development. CDON successfully shifted from e-commerce to marketplace, and the brand identity launched during this period is still in use today — fully implemented after my departure.

What I Learned: At CDON, I learned how to guide UX during a business model transformation, balancing marketplace complexity with usability. Managing a cross-functional team, embedding experimentation, and aligning platform UX with a major brand shift showed me how design can directly support both product and business evolution.