Danone
– Digital Commerce
A new digital website shop and user interface design for Aptamil, Danone
CREDITS
AKQA
Valtech
MY ROLE
UI Design
Website Design
Design System
MORE INFO
Aptamil is one of Danone's most recognised infant nutrition brands; trusted by parents navigating one of the most emotionally charged decisions they'll ever make. The existing website wasn't meeting that moment. It was cluttered, inconsistent, and difficult to navigate at a time when clarity and reassurance matter most.
Our task was to redesign the Aptamil website and build a new design system from the ground up to one that could scale across Danone's brand portfolio, reduce development friction, and most importantly, make new parents feel genuinely supported rather than overwhelmed.
From components to
a coherent experience
MY CONTRIBUTION
Working alongside UX and Creative Directors from both AKQA and Valtech, I was responsible for developing the page layouts, UI components, and visual design system with translating strategic and UX intent into an interface that felt warm, credible, and easy to navigate.
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PAGE LAYOUTS
Designed the full suite of page templates — product pages, help articles, navigation flows — ensuring each layout served parents at different stages of their journey.
DESIGN SYSTEM
Built a tokenized component library that could scale across Danone's brand portfolio — reducing design-to-development time and maintaining visual consistency at scale.
UI COMPONENTS
Developed a new component set — buttons, cards, navigation, forms — that integrated seamlessly with the brand language while improving clarity and usability.
RESPONSIVE LAYOUTS — DESKTOP AND MOBILE UI SCREENS
TOKENS / COMPONENTS
To help product teams design more quickly, we implemented a fully tokenized design system for each brand. By shifting to a centralized design system and standardized design decisions, we drastically reduced the time spent on UI development. The key was tokenizing our design decisions across all brands.
“Designing for new 
parents means designing under pressure. Every UI choice either increases anxiety or reduces it.”
DESIGN DECISIONS
The biggest design challenge wasn't visual, it was structural. Aptamil's existing brand language had warmth and credibility, but it wasn't built for digital scale. Components were inconsistent, spacing was arbitrary, and there was no shared vocabulary between design and development teams.
Building a bento tokenized design system meant making hundreds of small decisions that would compound into something much larger than any individual screen. Every token; colour, spacing, typography, radius that needed to work not just for Aptamil, but for the broader Danone portfolio. Consistency wasn't a design preference here. It was a business requirement.
