The missing middle.
Drag to compare, the OMV site before the rebrand and system, and after.
"Her impact goes beyond visuals, she brings structure, clarity, and long-term thinking into everything she touches."
Ágota Téti, UX Strategy & Digital Innovation, OMVWhen I joined OMV, the rebrand was already finished. An agency had delivered it: colours, illustrations, buttons, a kit of brand assets. It was beautiful. It was also unbuildable at scale, because what had been handed over was a style, not a system.
Meanwhile the front-end team had already started coding omv.com, the international site. And omv.at, the Austrian site, run out of the Vienna headquarters, the one everyone internally would judge the work by, was next. So the job wasn't to design a system. It was to build one underneath a product that was already moving.
A brand without a system
Structural gaps, not cosmetic ones
I went through the existing UI kit component by component and mapped what was there against what a multi-brand, multi-country rollout would actually need.
OMV
One token layer, not four rebuilds
The hardest part wasn't the architecture. It was getting agreement to change course while code was already being written.
OMV was not launching one website. It was launching the same product across countries and sub-brands, each with its own colour guidelines.
Hardcoded values meant rebuilding the interface every time. A token layer meant building it once and swapping the theme.
I defined the token structure, built the missing components, and set up mode-based theming in Figma so all four sub-brands live inside one unified library, documented and trained on so the design team could run it themselves.
From legacy screens to EV charging stations
The system now carries multiple sub-projects, including the redesign of legacy screens and specialised interfaces such as EV charging stations.
"One of her standout contributions is the development of our Design System in Figma, a foundational piece that is significantly improving the consistency and scalability of our product design.
Even as an external partner, she demonstrates a deep understanding of the full product development process, from discovery to delivery. She proactively adopts and implements the latest Figma features like Variables and Tokens, ensuring our system is future-proof and easy for the internal team to maintain and build on.
What really sets her apart is her collaborative mindset. She works closely with developers, product managers, and stakeholders, making sure everyone is aligned and that the design system truly supports our workflows and goals."
Ágota Téti, UX Strategy & Digital Innovation, OMVFlowcharts were too abstract. Wireframes were too expensive.
A gap with no shared process
Alongside the design system, OMV was defining a new EV charging app of their own. The product owners knew broadly what they wanted, and I was new to the domain myself.
Flowcharts were too abstract to discuss features in. Wireframes were too expensive to be wrong about.
Note: the original board contains OMV product data under NDA, so it's rebuilt here around a food delivery app instead. The structure, colour logic, and description-plus-actions format are identical to the original.
Text-only screens, mapped end to end
I mapped the entire product in FigJam as text-only screens, what's on screen, and what the user can do there. Colour carried the structure:
Navigation-level sections
Screens and sub-states
Account preconditions
Features under consideration
Open questions
I didn't clean it up before sharing it. Where I didn't know the answer, the board says so, in pink, in my own words, sitting in the flow exactly where the problem lives, so it produced conversation instead of silent approval.
Adopted, and kept in use
Flow Frame was adopted by the team and kept in use after my engagement on that project ended. It became the artefact OMV used to brief external vendors, a single document that was simultaneously a user flow, a feature inventory, and a scope definition, concrete enough to quote from.
OMV had brand assets but no system. The team had a long feature list for a new app, but the flow was missing. Both times, the work was the same: find the missing middle, and build it.