Infiniti Motors – Global Product Design System and UX Leadership

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Platform: Web, Mobile, Global CMS/CRM Ecosystem
Role: End-to-End Product Design and Product Management

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As global UX and product design lead for Infiniti Motors, I directed the redesign of its digital ecosystem across 180 countries and 34 languages. The challenge was to translate the brand’s luxury identity into a consistent digital experience while respecting regional nuances in culture, accessibility, and technology. I led the strategy for a modular design system that unified Infiniti’s online presence across web and mobile, ensuring a coherent user experience from Tokyo to Toronto.

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I worked hands-on in every stage of the UX process: facilitating design-thinking workshops, conducting user and market research, developing personas and behavioral archetypes for each region, and mapping end-to-end user journeys. On the UI side, I created adaptive templates for CMS/CRM integration, built component libraries, and oversaw the final visual design to maintain a premium, minimalist aesthetic aligned with Infiniti’s brand. Accessibility and performance optimization were baked into every interaction, achieving WCAG compliance across all digital properties.

 

The result was a scalable global design system that improved usability, reduced development cycles, and strengthened brand consistency.

Engagement rose across multiple markets, load times improved, and local teams could now deploy updates within days instead of weeks. The project positioned Infiniti as a digitally mature, design-driven automotive brand with a unified global presence.