Citibox
2018 – 2020
Product Design Lead
Branding, Design System, Webapp, iOS App, Android App, Parcel Selivery Solutions, Team Lead
When I joined Citibox, the company was entering a new phase of evolution with clear needs. I was tasked with creating a new brand approach, moving away from the traditional image of a cold, metallic mailbox provider and focusing on a more human and approachable identity.
With the development of this new brand, I introduced a strong design system called Lava, which gave the brand a fresh personality—dynamic, fluid, and animated, like a living being. This transformation helped establish a warmer, more relatable connection with users.
The most challenging aspect of this project was ensuring a continuous and cohesive user experience across the app, website, and the physical interaction with the package mailbox. I worked with every available resource to maintain a seamless brand experience. Collaborating closely with engineers, I helped refine everything from the sound feedback for success or error notifications in the mailbox, to the color of the PCB inside, and even contributed to improving the mailbox’s exterior design. It was a fully integrated, 360-degree user experience.
I also focused on ensuring smooth interaction between the physical and digital worlds, from the perspective of both couriers and package recipients, creating a fluid end-to-end flow.
