200+
New business clients acquired
85%
Increase in sale velocity
3→ 1
Teams consolidated
Role
Lead Product Designer
Team
2 designers, 3 PMs, 24 developers
Timeline
8 months
01
Context
This project aims to bring three separate products together under one platform, serving e-commerce store operations end to end from managing orders to delivery to customer service. Originally, the three products were built and offered separately.
02
Problem
The company offered e-commerce business clients three separate products: an e-commerce platform, a delivery management platform, and a customer service platform. Each ran on its own login and pricing, with no single system tying them together.
Customers were spending more time switching between accounts and tools than running their stores. And the team behind the products was buried in duplicated engineering, support, and sales work.
What users say
/3/
I had to log into three different systems just to run my store. It made the simplest tasks feel more difficult.
Store Manager
Runs day-to-day store operations
What stakeholders say
/3/
Pitching three separate products with three pricing plans made every deal harder to close.
Sales Manager
Sells the platform to new e-commerce merchants
03
Solution
Below are the key design decisions that shaped this project's outcomes. For each one, I first focused on solving the underlying challenge, then weighed it against constraints.
Shared login and unified navigation
Challenge
The three products needed to function as one platform, but they were three completely separate systems.
Constraint
Each product ran on its own codebase with its own structure. The timeline didn't allow for a full re-architecture.
Design Decision
Since a full re-architecture wasn't possible yet, I focused on what could unify the experience at the interface level. I designed a shared login and navigation that allows users to move between all three products.
Under the surface, each product is being migrated gradually, without disrupting the user experience or delaying the project timeline.
The result is a single platform experience
Cross-platform workflow continuity
Challenge
Shared login and navigation gave users access to all three products, but the workflows themselves still weren't connected, so completing one task still meant moving through separate, disconnected steps.
Constraint
Each product stored the same workflow data in a different structure. Reconciling them required more engineering effort than the timeline allowed.
Design Decision
With full data alignment out of reach for the timeline, I designed the interface to reconcile the mismatches and worked with developers to make sure each piece of data pointed to the right place in the new flow. That let me turn disconnected formats into a single, legible workflow, so users could complete a task without switching tools, while the underlying data cleanup continued in the background.
Users can now complete workflows in one place
Modular pricing and feature access
Challenge
Each product had its own pricing model. With the user base now combined, all three pricing structures had to work within one platform.
Constraint
Each pricing model's logic was built directly into that product's individual features. Consolidating the products into one platform collapsed that logic, so none of the three existing models could carry over into the new system.
Design Decision
With none of the original pricing models able to carry over, I worked with stakeholders to design a new structure from the ground up: a fully modular platform where every feature could be enabled on demand. Existing users migrated in with exactly what they'd already paid for, with no disruption. This also lets pricing scale with the product going forward.
Giving the platform a flexible pricing structure
04
Impact
200+
New business clients acquired
A single, unified platform made the product easier to sell and easier for new customers to adopt.
85%
Increase in sale velocity
One product with modular, flexible pricing meant fewer objections and shorter sales cycles.
3→ 1
Teams consolidated
Unifying the three products eliminated duplicated engineering, support, and sales work.
05
Process
End-to-end approach to platform consolidation
Consolidating three products into one platform meant more than research and design. With a tight timeline and the system being migrated underneath in real time, I stayed closely involved through build and launch, working with developers to protect the user experience through every change, and supporting the team through the migration once the platform shipped.
06
Next Step
This project set the foundation for how the company builds going forward: one platform, modular by design. The next phase is finishing the backend consolidation already underway. The tight timeline also meant the UI/UX isn't as polished as it could be. I'm continuing to collect feedback, test with users, and refine the experience.