In Benu’s Website project, I was involved end to end in design and frontend: gathering requirements, creating wireframes, defining the visual identity, building the design system and developing the interface components. From day one, the focus was on increasing organic traffic and conversion. We created a dedicated area for memorials for loved ones, with a sensitive and easy-to-use experience. Throughout the project, we ran 100+ A/B tests in production to refine the user journey. On the performance side, even with 1,000+ pages, we kept scores above 90 (mobile and desktop) and achieved +40% conversion and +120% organic traffic growth.

For the Headless CMS, I implemented and customized Strapi to fit Benu’s specific needs. We integrated the CMS with Cloudinary, using its CDN and automatic image optimization per device. I modeled content using components and dynamic zones, so the content team could create flexible pages instead of being locked into a single template. We also set up a draft and scheduled publishing workflow, plus a tight integration with the Website, triggering cache revalidation only when truly needed.

On the Online Configurator, I worked on evolving the UI/UX and implementing new features on top of the existing product. The goal was to make the configuration flow clearer, reducing doubts and unnecessary steps. I also helped set up unit and E2E tests, increasing confidence in every release. In addition, I focused on performance improvements, optimizing rendering and loading so the configurator stayed fast even with complex business rules.

For the In-store Configurator, I designed a new interface and experience tailored for face-to-face consultations. During the conversation with the family, consultants can show product and service options in real time, adjusting everything on the spot. The configurator was directly integrated with Benu’s CRM, connecting offers, customer data and proposals into a single flow. This simplified the sales process and made the experience clearer and more organized for both the team and clients.

On the Digital Documents side, the goal was to bring consistency and efficiency to Benu’s administrative workflows. I standardized contracts, quotes and authorizations into a single model, with wording and structure aligned to the brand. All documents were integrated directly with the company’s CRM, reducing rework and manual errors. We also built modules such as digital signatures, allowing clients to complete processes remotely, with more agility and less paperwork.