DESIGN OF ECOMMERCE PLATFORM - 2022-2026
DynamicWeb
Redesigning a 20-year-old legacy platform into a modern, user-friendly eCommerce online solution - making it faster, smarter, and easier for businesses to manage content, products, and digital sales in one place.
Role
UX&UI Product Manager
Duration
4,5 years
Team
1 designer, 9 developers, 5 product managers
Responsibilities
UX&UI design, prototyping, research, user tests
Tools
Adobe XD, Lovable, Figma, Miro
Overview
When I joined the company one of my first projects was redesigning DynamicWeb 9, a platform that had been evolving for nearly 20 years into a new version - DynamicWeb 10. DynamicWeb is an all-in-one platform that combines CMS, PIM, eCommerce, and digital marketing, which meant designing for people managing everything from product catalogs to online stores. As the project grew, so did my role. Alongside design, I became more involved in product decisions, helping shape new features and the overall direction of the platform.
The Challenge
Redesigning a product that people rely on every day isn't just about making it look better. The platform had years of features, different user needs, and workflows that had grown more complicated over time. The challenge was to make everyday tasks easier without removing the flexibility that customers depended on. Every decision had to balance user needs, technical limitations, and business goals.
Research
- A big part of the project was understanding how people actually used the platform. I worked closely with developers, product managers, stakeholders, support teams, company owners and customers to identify pain points and improve existing workflows.
- Through workshops, user testing, feedback sessions, and everyday conversations with the team, we gradually shaped better solutions instead of making assumptions.
Some of the key areas
Product Overview
Making complex product data easier to view and manage.
Bulk Edit
Helping users update hundreds of products more efficiently.
Product Import & Export
Simplifying large data imports and exports.
Design System
Creating reusable components to keep the experience consistent across the platform.
Design Process
I was involved throughout the entire process, from the first ideas to the final implementation. I created wireframes, prototypes, and high-fidelity designs, ran workshops, tested ideas with users, and worked closely with developers during development. As my role evolved, I took on more product responsibilities, helping prioritize features, define requirements, and connect user needs with business goals. I also mentored an intern and a student designer and represented the product at conferences and partner events. Over time, my role grew beyond design, and two years later I moved into a UX&UI Product Manager role, taking a more active part in shaping the product and where it was going.
Selected Screens
Lessons Learned
This project completely changed the way I think about product design. I learned that good enterprise software isn't about removing complexity - it's about organizing it in a way that makes sense. The best solutions came from working closely with developers and users, asking questions, testing ideas, and improving the product step by step. Looking back, I'm most proud of being part of the platform's evolution over several years and seeing how much both the product and my own role grew during that time.