Story-led case study · No product screens
YOOBIC · Head of Product Design · 2018 — 2025
This page tells the story, not the product. Out of respect for YOOBIC's competitive confidentiality, screens, metrics tied to product performance and unreleased work are available only on request.
Most portfolio case studies are screenshots stitched together with retroactive narrative. This one isn't. After seven years leading product design at the same company through fundamental shifts — IPO-track growth, pandemic-era frontline criticality, an AI re-platforming — the work I'm proudest of isn't a screen. It's how the design org, the system, and the craft bar held together while the product mutated underneath.
If you're hiring at a Head of Design / Director level, the question isn't what does this person's work look like — it's what does this person do when the foundations shift. That's what these chapters are about.
I joined YOOBIC as the platform was already feature-rich: thirty-plus modules spanning task execution, communication and learning. Functionally rich, structurally fractured. There was no real navigation system. No design system. No design org in the modern sense. The first job wasn't to redesign anything — it was to understand why a product this useful felt this hard.
Three workstreams in parallel. YOBI, the design system, started as a Figma library and grew into 200+ components across six libraries with documentation, naming conventions and accessibility standards baked in. The team went from a small design function to a structured org with clear seniority ladders, rituals and a shared craft bar. Information architecture got its first principled rewrite — a unified navigation logic across modules so a store associate and a regional manager weren't fighting two different mental models.
When stores closed and reopened weekly, frontline workflow went from a business-improvement product to a business-continuity product. The mobile experience had to absorb that pressure overnight: faster task surfaces, clearer communication primitives, learning content that worked offline. We compressed a multi-quarter mobile roadmap into months without breaking the design system or the team. That period set the bar for how the org operates under pressure.
The product strategy moved from "task platform with reporting" to "AI-assisted frontline experience". That's not a feature — that's a re-platforming. Design had to lead a different conversation: what does an assistant feel like inside a checklist? When does AI suggest, when does it decide, when does it stay silent? How do you keep the design system honest when half the new patterns don't have an established language yet? The answer wasn't a single launch — it was a year of pattern-building, careful ethics work, and teaching the org to design around the model rather than on top of it.
Today, the design organisation runs on a system, a craft bar, and a culture of taste that didn't exist when I joined. The product has shipped through three distinct strategy eras with the same foundational language. That continuity — not any single screen — is the work I'd point a hiring manager at.
Verbatim LinkedIn recommendations from people I worked with at YOOBIC. See all on LinkedIn →
“For seven years, Arcangelo stayed focused, resilient under pressure, and showed strong commitment to every key project. […] You never refused any of our many requests, no matter how tight the deadlines were.”
“I worked with Arcangelo for 5 years at YOOBIC, where we collaborated on building the company's design system from the ground up. […] Arcangelo consistently focused on design consistency and contributed to key conversations around accessibility, tokens, and visual standards.”
“I had the pleasure of working with Arcangelo at YOOBIC on our dashboard and AI agent projects, and I can confidently say he's a standout design leader. His creative vision and knack for turning complex ideas into clear, engaging designs made all the difference.”
Screens, design system internals and product metrics are available on request, under a light NDA.