Kleinanzeigen Themenseiten
UI design, design systems, conversion optimisation
As a Senior UI Designer at Moccu, I designed and optimised marketing and landing pages for Kleinanzeigen. My work centred on creating user-friendly, high-converting pages consistent with the brand’s evolving design system, balancing stakeholder needs, technical limits, and business goals for a seamless user experience.
Role
Senior UI Designer
Team
Moccu UI/UX & Dev, external product teams
Contribution
Page structure & userflow, UI/UX optimisation, UI components, accessibility & consistency
Duration
2020 – 2025
The Goal
The primary objective of this project was to design and develop pages, components, and modules for Kleinanzeigen’s marketing and landing pages, which exist separately from the core platform. This involved aligning the designs with the company’s rebranding process while optimising the CMS structure and module handling for editors. Additionally, I worked on refining components to enhance usability, flexibility, and performance. My role also included advising various teams to better and more effectively structure their content, inform users and increase conversions for paid services.
The Challenge
A key challenge in this project was to support the clients in clarifying their goals and refining their ideas to ensure effective outcomes. Decisions on whether to create new components from scratch or adapt existing ones required a careful evaluation of effort, impact, and technical feasibility. The process of managing stakeholder expectations across multiple teams added a further level of complexity, as did the existing constraints of legacy code and CMS limitations. Furthermore, the design was to focus on components that were both reusable and adaptable while maintaining design consistency, however, limited direct communication with the Brand and Product teams made collaboration more challenging, requiring structured workflows to ensure alignment.
The Insights
To address these challenges, I balanced adherence to the Kleinanzeigen design system with the flexibility to create custom solutions when needed. Together with Project Management, we established a structured process for feedback and collaboration with the Product and Design System teams, ensuring smoother workflows and better alignment across departments. Additionally, the input of the UX team was instrumental in helping clients refine their ideas and allowed me as a UI designer to translate them into effective designs, enabling us to implement design solutions that met both business goals and user needs.
