DISEO
As Head of UX UI at DISEO in Switzerland I led the complete redesign of Circles, our main app. The challenge was to create a more intuitive and scalable experience in the world of decentralized social networks, improving usability and setting solid foundations for growth.
Redefining UX at DISEO
Context
I joined a project that had been running for more than ten years. Circles is a social app designed to give users control over their privacy and prevent their data from being sold to big platforms.
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The challenge
The product was in a critical state. The Figma file had more than 300 mixed screens with no design system, no components and no auto layout. The app was massive, with scattered features and no clear usability base. On top of that the CEO had a closed vision. He didn’t want a redesign, only to add more features.
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My role and leadership
The CEO asked me to build a dedicated UX UI team. I interviewed candidates from around the world and formed a group of three designers. As Head of the area I had to set processes, bring order to the visual chaos and lay the foundation for a new design for both app and web.
2
Process and validation
At first the resistance was strong. The CEO believed that “users don’t know what they want” and that his vision alone was enough to innovate. It took months of conversations, tests and analysis until I could prove with real data and user feedback the value of applying UX strategically. Once I earned that trust I was able to redesign flows, modernize the interface and build a scalable design system from scratch.
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Feed
Profile
Objectives
Once the CEO agreed to rethink Circles, I focused on users. By analyzing metrics, heatmaps and session replays we identified where people struggled in registration, wallet and messaging. With that input I built quick wireframes, then high fidelity prototypes in Figma, and tested them with real users to refine and simplify the flows.
We identified drop offs and frustrations through data and recorded sessions
Every flow was validated in Figma before moving forward
I led usability tests and simplified navigation with each iteration
Design System and Scalability
When I arrived at DISEO, the design file was chaos: more than 300 screens with no auto layout, no tokens and no design system. My first move was to bring order with a basic library of components that gave the product some consistency.
Later I realized a design system had to be more than just components. I introduced variables and design tokens for color, typography, spacing and states. That gave us consistency but also flexibility, like switching themes automatically or connecting directly with development.
This shift took us from visual chaos to a scalable system. Now Circles can grow without losing consistency, iterate faster and keep designers and developers speaking the same language.
ARTISTS
The design of the “Artist Profile” feature focused on creating an intuitive and enriching experience. Users can follow their favorite artists with a single click, accessing a profile page that includes a full biography, a gallery of their works, and a news and updates section. The biography provides a clear and engaging narrative about the artist's life, his influences, and his major achievements. This comprehensive design not only improves the user experience by providing valuable information, but also encourages greater engagement and loyalty to the app.
Learning
Throughout the process, I worked closely with the development and sales teams to ensure that the designs were feasible and aligned with business needs. Smooth communication and constant collaboration were key to implementing the improvements efficiently and ensuring a user experience that was not only functional but also aligned with DISEO’s vision.
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C.R.O.