Automating consumer trust


In November 2019, I joined Luxtag’s tech team and played a crucial role in defining the team’s process, leading to the implementation of various experiments to improve product creation that could attract businesses. Brandtag is one of it.

Throughout my three-year tenure, I gained valuable experience and learned new design methodologies, which helped me refine my overall comprehension of product design for the digital medium.


UI/UX Designer


Build anti-counterfeit products for FMCG

My Roles


As one of the earliest designers to join the team, I collaborated closely with both engineers and the marketing team to develop a fully-functional verification tool for Fast Moving Consumer Goods (FMCG). To achieve this, my manager and I introduced user-centered methodologies that helped us to better understand the pain points associated with verification in a large-scale product that produced millions of units daily.

During my time at Luxtag, I designed and launched numerous experiments on Brandtag. I have selected some of the most interesting examples to illustrate the workflow that I learned and practised during my tenure at the company.

Disclaimer: All designs presented were either designed by myself or in collaboration with designers under my direction.

Define Problem


On the third month, after covid hit my company director gave me following explaination

“We want to build a new SAAS that users can sign up and build their product verification in short time with little customisation”

He asked me to start on my own for 3 weeks straight to kick off the work and present him features and user flow.

Product Authentication

Luxtag’s focus on authentication and fraud protection. We try to position and provide solutions for the FMCG and manufacturing sectors. In order to bring its product to market, Luxtag should prioritize ease of use for clients and reduce the need for customisations.

By streamlining the verification process, Luxtag’s product can help reduce costs for low-margin products, ultimately benefiting both manufacturers and consumers. Additionally, the product can help foster greater engagement between brands and consumers, enhancing the overall customer experience.

Overall, Luxtag has a great opportunity to provide value to the FMCG and manufacturing sectors through its authentication and fraud protection solutions. By focusing on ease of use and cost savings, and leveraging emerging technologies, Luxtag can create a product that meets the needs of clients and consumers alike. The goal of our product is to ease the step of product verification that will:


Reduce the verification cost for low margin product


Create consumer engagement between the brand and consumer


App less and instant verification


User Persona
Competetive Analysis
Building Empathy


At this point, we started to have interesting material to work with and was able to connect the problematics to the map to start forming the first concepts.
However, the project was still very abstract and disconnected from real-life experience. To make it more tangible, I created user stories, based on our first potential clients product.

Because I did not have the resources for, I could not perform actual user research. But, given the early stage of the project, I needed something to build my first hypothesis and those stories were sufficient.

Product Mapping


Based on user stories collected from our team members we started to map out flow before we working on the low fidelity prototype.

Given our impossibility to rely on any previous data, the hero story begin with a screen that prompt the user to select a few interests. Then, the user land on the application home screen where the first delivery is presented.

Prototyping & Testing



Add Product SKU 

Verify Page customisation

Product Verify Customisation Page

Product On-bording

In retrospect


Working at Luxtag has been a great opportunity to apply a lot of the theoritical knowledge I had to product design. I have been able to lead the end to end design of an entire platform in a very high paced environment, always in collaboration with Product Managers, Back-end and Front-end Engineers, Product Writers and Data Analysts.

On top of it, I was given the responsibility to build, lead and grow a team of designers which was my very first experience to people management. This role came with its own set of challenges, all very interesting to be confronted to.