Crafting a B2B Product Management System
I led the UX efforts to design a custom product management system that served as the single source of truth for thousands of SKUs across multiple B2B websites. Built to handle complex attributes, variations, and categorizations, the new system enabled teams to efficiently manage high-volume product data at scale.
Context
As the company expanded its B2B offerings, the existing product management tool couldn’t support the growing complexity of its catalog. Products required deeply nested attributes, intricate variation structures, and category-specific logic — none of which were feasible in the old system. The internal supply and content teams needed a robust backend capable of powering multiple storefronts and automating parts of their operational workflow. This wasn’t just a UX upgrade — it was a foundational shift toward a scalable, centralized system for managing product data across the ecosystem.
The Problem
The legacy tool created operational bottlenecks because it wasn't designed for the scale or complexity of B2B product data:
No support for nested variations or category-based logic
Inconsistent structures that made it hard to maintain data integrity
No validation or enforcement of standards (e.g., units, formats), critical for technical products
Cluttered UI that exposed irrelevant fields regardless of product type
Manual workarounds and high dependency on engineering to make updates
My Role
I was the lead product designer on this initiative, partnering closely with a product manager, technical stakeholders, and the internal operations teams.
My responsibilities included:
Auditing the current workflows and system limitations
Interviewing stakeholders and shadowing users
Designing the new end-to-end experience from scratch
Delivering wireframes, high-fidelity UI, and documentation
Testing prototypes and iterating based on user feedback
Process
Discovery & Research
Shadowed supply and content teams to observe real workflows
Identified recurring pain points through user feedback
Mapped the existing end-to-end product creation and publishing process
Strategy & UX Design
Prioritized key features in collaboration with the PM
Structured workflows like single and bulk product creation into progressive steps with draft-saving functionality
Designed clear feedback messages and validation patterns (inline and in tables) to support a clean, intuitive experience
UI Design & Delivery
Created wireframes and hi-fidelity screens for all workflows
Designed a reusable UI system that improved consistency across admin tools
Delivered final screens with annotations and edge case documentation
Impact
Cut down time-to-complete for product creation
Reduced support tickets and post-submission corrections
Created reusable patterns for future backoffice tools
Helped align internal teams around clearer product workflows
Earned positive feedback from operations teams and built trust in the design process