Alexandros

Occhio offered no direct online purchasing, losing demand from customers who needed inspiration and decision confidence before buying premium lighting. Objective: relaunch website and launch e-commerce with product configurator that preserves brand charisma while optimizing for conversion.

Approach Dual hat (UX + Product Ownership). Grounded in research identifying two core personas (“Quality-Seeker,” “Status-Seeker”) with shared needs around inspiration/assurance. Applied “Branded Interaction Design.”

Solution

• Mindset-based Navigation: support browsing by room, product type, or exact name—multiple entry paths to the same goal.

• Product Page Re-architecture: mini-configuration + value prop + price + primary CTA above the fold; shift from purely visual spectacle to decision-ready utility.

• Conversion UI & Education: high-contrast CTAs on key pages; interactive animations to explain features; AR previews to answer “Will it fit and look right at home?”

Results (commercial & experiential)

• Bounce rate ↓ 15%.

• Conversion ↑ to 1% (noted as on-par for premium interior).

• Online sales grew to 6% of total revenue (from 0%).

• Launch: Summer 2018; Award: Annual Multimedia Award – Gold (2019).

Why This MattersLuxury brands can be both emotive and efficient; when you place configuration, price, and buy-CTA where intention lives, you convert brand desire into cart action without diluting the brand. AR closes the imagination gap, raising decision confidence and reducing returns.

Transferable Plays

• Design for multiple discovery mindsets: room/type/name = three fast lanes to relevance.

• Form follows conversion: beauty and speed aren’t opposites; put decision enablers above the fold.

• Educate visually: short feature animations beat paragraphs; add AR where scale/fit matters.

Managed product design & growth initiatives across various products and pro-

grams, providing leadership and guidance to ensure high-quality output.

Contributed to and executed a 5-year product strategy, aligning with global stakeholders and company OKRs resulting in a significant improvement in user retention and product-market fit.

Hired, and mentored high-potential designers, fostering a culture of excellence. Continuously advancing UX Maturity level over all teams of the company.

Implemented simplified frameworks and tools, increasing design team efficiency and reducing time to market for new features.

Customer Centricity and UX Training for Senior Leadership and Product Management.

At the end of 2019 Knauf hired Alexandros as UX/UI Lead to support the global

company in digitizing the construction industry.

Successfully launched and iterated multiple products globally, including a B2B account and admin tool, order tool, floorplan material calculation tool, and the new centralized corporate website.

Established a User Experience Research Repository to centralize and filter research insights, supporting data-driven design decisions. Developed a design system to rapidly create consistent, high-quality products with integrated usabili- ty, accessibility, and growth hacking methods.