UX strategy & IA
Structured an enormous, multi-country dataset into a guided, comparable journey people could actually navigate.
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Case study · UX & Analytics Lead
An award-winning digital platform helping Ukrainian refugees relocate and settle across Europe — built around real decisions people had to make under pressure.
Cannes Lions Grand Prix · Titanium Lion · multiple Gold/Silver/Bronze
Overview
Millions of people had to leave Ukraine and choose a new country to live in — fast, with incomplete information and high stakes. The platform turns scattered, intimidating data (cost of living, jobs, language, legal status, support) into a clear, guided comparison that helps people decide with confidence.
My job was to make that complexity feel simple, and to make sure every design decision was backed by behaviour, not opinion.
The challenge
The content was vast and uneven across countries. People arrived stressed, on mobile, often in a second or third language. The interface had to lower cognitive load, build trust quickly, and guide without overwhelming.
And it had to perform: we needed to know which flows actually helped people get to a decision, not just which ones looked good.
What I owned
Structured an enormous, multi-country dataset into a guided, comparable journey people could actually navigate.
Designed the decision flow end-to-end and synthesised UX research into concrete interface decisions.
Defined what to measure and instrumented it — so the team could see where people progressed, stalled or dropped.
Approach
Modelled how someone actually chooses a country, then shaped the IA around that journey — not around the data structure.
Progressive disclosure, strong hierarchy and a mobile-first comparison that stayed calm under pressure.
Built the analytics layer so the team could read behaviour and keep improving the flow after launch.
Outcome