Analyze customer journeys holistically (navigation, listing, filters, PDP, cart, checkout) and derive strategic UX initiatives from NPS feedback, qualitative insights, and conversion data., Prioritize optimization initiatives based on business impact, effort, and scalability, taking ownership of entire flows., Design complex user flows, wireframes, and prototypes for new features and strategic roadmap topics., Support A/B tests from hypothesis to evaluation, independently interpret results, and further develop data-based UX standards., Continuously refine functional UI components and design patterns, thinking mobile-first and accessibility-first., Constructively challenge requirements from a business or brand perspective and confidently represent design decisions to internal and external stakeholders.