👨💻 Role: Lead UX Designer
Designing Funko’s D2C Boom
Designing Funko’s D2C Boom
In 2019, D2C was just 5% of Funko’s business. By 2025, it soared past 26%. As lead designer, I reimagined funko.com and built a global design system that put fans first.
In 2019, D2C was just 5% of Funko’s business. By 2025, it soared past 26%. As lead designer, I reimagined funko.com and built a global design system that put fans first.
🎉 The Outcome
+32% Conversions
Impact Post SFCC launch
+77% Sales
Impact Post SFCC launch
37 Global Sites
All Sites Live in 2025
🔍 The Problem
🔍 The Problem
When I joined Funko, our e-commerce sites were fragmented. Each brand had its own design, look, and feel. Fans faced inconsistent, confusing experiences that made shopping difficult.
When I joined Funko, our e-commerce sites were fragmented. Each brand had its own design, look, and feel. Fans faced inconsistent, confusing experiences that made shopping difficult.
"The site feels different every time I visit, and it's confusing to navigate."
JOE M
"The site feels different every time I visit, and it's confusing to navigate."
JOE M
"The site feels different every time I visit, and it's confusing to navigate."
JOE M
“The checkout process is the worst! I keep running into errors.”
ELIZA F
“The checkout process is the worst! I keep running into errors.”
ELIZA F
“The checkout process is the worst! I keep running into errors.”
ELIZA F
“I can’t tell what's available in my country!”
GRAEME S
“I can’t tell what's available in my country!”
GRAEME S
“I can’t tell what's available in my country!”
GRAEME S
🎯 The Goal
The goal was to unify Funko’s digital experience under a single, scalable design system, improving usability, driving conversions, and streamlining development to reduce overhead
🏠 Under one Roof
By unifying Funko, Loungefly, and Mondo under one cohesive design system, we transformed a fragmented experience into a seamless journey for fans. Shopping became intuitive, consistent, and accessible, leading to higher engagement, stronger brand loyalty, and a measurable lift in conversions.
🎯 The Goal
The goal was to unify the digital experience under a single, scalable design system, improving usability, driving conversions, and streamlining development to reduce overhead.
🎉 The Outcome
+32% Conversions
+32% Conversions
Impact Post SFCC launch
Impact Post SFCC launch
+77% Sales
+77% Sales
Impact Post SFCC launch
Impact Post SFCC launch
37 Global Sites
37 Global Sites
All Sites Live in 2025
All Sites Live in 2025
🏠 Under one Roof
By unifying Funko, Loungefly, and Mondo under one cohesive design system, I transformed a fragmented experience into a seamless journey for fans. Shopping became intuitive, consistent, and accessible, leading to higher engagement, stronger brand loyalty, and a measurable lift in conversions.
🛒 One Cart, Seamless Checkout
🛒 One Cart, Seamless Checkout
Bringing Funko and Loungefly under a unified cart streamlined checkout, reduced drop-off, and encouraged cross-brand shopping—boosting average order value and strengthening fan loyalty.
Bringing Funko and Loungefly under a unified cart streamlined checkout, reduced drop-off, and encouraged cross-brand shopping—boosting average order value and strengthening fan loyalty.
📜 Now Scroll or Click
📜 Now Scroll or Click
Fans could now browse with infinite scroll or pagination, boosting product discovery and conversions.
Fans could now browse with infinite scroll or pagination, boosting product discovery and conversions.
📷 Snapshot of Wins
📷 Snapshot of Wins
Once the system was in place and the brands connected, we started seeing some real wins—here’s a quick look.
Once the system was in place and the brands connected, we started seeing some real wins—here’s a quick look.
Geo Expansion
(Scalable Global Design System)
Geo Expansion
(Scalable Global Design System)
Geo Expansion
(Scalable Global Design System)
Pop! Yourself
(best selling product since launch)
Pop! Yourself
(best selling product since launch)
Pop! Yourself
(best selling product since launch)
Funko Fusion
(Brand Partnership Integration)
Funko Fusion
(Brand Partnership Integration)
Funko Fusion
(Brand Partnership Integration)
Funko NFT home page
(Critical Success)
Funko NFT home page
(Critical Success)
Funko NFT home page
(Critical Success)
Fan Rewards
(Driving more repeat purchases)
Fan Rewards
(Driving more repeat purchases)
Fan Rewards
(Driving more repeat purchases)
🏆 More User-Tested Wins
🏆 More User-Tested Wins
Reduced drop-offs by 18%
Reduced drop-offs by 18%
By optimizing our checkout flow
By optimizing our checkout flow
Increased engagement by 25%
Increased engagement by 25%
Through user-tested, targeted upsells
Through user-tested, targeted upsells
Lifted add-to-cart rates by 15%
Lifted add-to-cart rates by 15%
New page layouts like the A+ PLP
New page layouts like the A+ PLP
Over 10K User tests and surveys
Over 10K User tests and surveys
Founded Funko’s UX research team for user-led design
Founded Funko’s UX research team for user-led design
Adjusted typography and contrast
Typography and contrast
For better readability & accessibility (ADA)
For better readability & accessibility (ADA)
Added localized payment options
Added localized payment options
For international customers
For international customers