Embedded Files
πΒ eCommerce Product Design, Leadership & Growth strategy
π Full project review only during interviews. Artifacts do not contain real data.
The cost of digital friction
The billing engine is often treated as a back-office necessity rather than a core driver of growth. At GoTo, the central administration portal responsible for managing heavy-duty communication and IT management tools faced a critical scaling challenge between 2024 and 2025. The underlying billing infrastructure handled complex transactions for both product and billing administrators, yet it required a structural overhaul to support rapid financial expansion.Β
The objective for the billing division was not to implement basic interface updates but to orchestrate a comprehensive strategic intervention aimed at eliminating legacy technical debt and optimizing global revenue generation.
Modernizing the operational engine
The product team confronted an intricate ecosystem where users routinely collided with institutional friction when handling quotes, invoices, and subscriptions.Β
To systematically eliminate this user experience debt, the cross-functional team launched the Broken Windows initiative to repair systemic inefficiencies across the OnePay and Unified Commerce System touchpoints. Concurrently, internal operations required a complete overhaul to match the pace of continuous delivery. By abandoning rigid legacy project management platforms like Jira and migrating tracking operations entirely into a customized Slack infrastructure, the team seamlessly blended daily coordination with project execution to accelerate delivery cycles.
Re-engineering for precision and scaling
The investigative focus shifted to establishing complete data clarity within quotes and subscriptions, ensuring that administrators never missed a financial deadline while building long-term corporate trust. Through continuous discovery practices and the specialized Insiders research program, the team bypassed conventional focus groups to extract unvarnished operational insights from real-world administrators. This direct field data fueled iterative enhancements to the payment architecture, transforming a fragmented billing portal into a predictable ecosystem that significantly reduced administrative error.
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The multi-million dollar reality
π The financial trajectory of the portal demonstrated that treating user experience as a strategic lever yields immense corporate returns. β Over the course of the deployment, weekly annual recurring revenue expanded from $300,000 to an unprecedented $3 mil. This exponential growth proved that refining the transactional core of enterprise software is not merely a cosmetic exercise but a vital business strategy capable of unlocking massive dormant capital.
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STRATEGIC INITIATIVES
Broken Windows program: A dedicated engineering and product effort targeting the reduction of systemic UX friction across core transactional workflows.
Continuous Discovery: Implementation of active field research and the Insiders program to pull unvarnished operational insights directly from platform administrators.
Operational optimization: Transitioned team project tracking from Jira into a unified Slack infrastructure utilizing Kanban boards, canvases, and integrated tasks to merge project tracking with primary communications.
π― Core focus: Accelerating business growth and systematically eliminating legacy design debt.
π Team: One Product Manager, one Engineering Manager, approximately ten Developers, four Product Designers featuring a Staff level lead (me), one Content Designer, and one UX Researcher.
π§° Resources: GoTo products, Figma, Chameleon Design System, Miro, Slack, MS Office, Confluence, Jira
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