UX Lead, collab with Group Experience Director, Art Director, Senior UI Designer, and Developers


January - October 2023 (10 months)




CeX is an e-commerce store originating from the UK. They specialize in buying, selling, and exchanging various tech-related products, catering to both gaming enthusiasts and tech-savvy individuals. I had the opportunity to collaborate with the AKQA London team to enhance the experience for both the CeX website and their mobile app.


The client initially approached us with the challenge of modernizing their current design. However, upon reviewing the website, we noticed numerous opportunities to enhance the user experience and streamline business operations:

  1. Buy and sell functionalities: The current website doesn't clearly differentiate between buying and selling journeys for users.
  2. Navigation: Users face difficulties navigating through the numerous Product Lines and Categories.
  3. Categorization: The continuous release of new versions of tech-products posed challenges in effectively categorizing new items.
  4. Search: There's an opportunity to optimize the search engine for global and filtered searches, map searches, etc.
  5. Checkout/Selling flow: The buying checkout and selling process consist of multiple steps that can be better organized for an improved experience, ultimately increasing checkout and selling success rates.


To validate our challenge hypotheses, I conducted multiple interviews and in-person user tests. After comprehending the initial user feedback, I performed an extensive audit of our competitors. This process aided in designing an optimized flow for buying and selling products, aiming to enhance the user experience and establish it as best-in-class in the market.

Following this, we had several stakeholders review the functionalities to ensure alignment with business operations. For a more detailed understanding of the process, please feel free to reach out to me. In the meantime, here are some snapshots of the new experience.

Design process includes Research phase (empathize, define, ideate) and Design phase (prototype, test)).


Client Servicing: Alex Payne, Marisa Jolliffe, John Potters

Senior Project Manager: Luca Lombardi

Group User Experience Director: Nick Swaby

Art Director: Mike Pires

Senior UI Designers: Felix Isidorsson, Teresa Coelho

Data and Tech: Michale Skee, Snehil Bhushan, Will Hancock