As part of PUMA’s digital transformation, I led the redesign of Puma.com during its transition from Salesforce to Sanity CMS. Working closely with PUMA’s Global Creative Director, I developed a new design system in Figma, creating reusable styles and components that formed the foundation of every page wireframe. This project went beyond aesthetics — it was rooted in data and user behaviour. I helped reimagine the digital shopping experience with mobile-first layouts, streamlined navigation, improved product displays, and a simplified checkout journey. The result was a customer-centric platform that balanced functionality with brand expression, reinforcing PUMA’s values of innovation, performance, and quality.