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My Role
Project Lead/ Product Designer
Team (3)
Developer (2)
Timeline
2022.11-2023.08
(Discovery / MVP / Beta)
Design Responsibilities
Research, Flow design, Interface design, Prototyping, Testing
Leadership / Collaboration Responsibilities
Stakeholder management
Team alignment
Integration handoff
1 | Context
Problem
Open4Home needed to transform a physical, sales-assisted buying experience into a scalable digital system, one that could support high-stakes purchases like flooring and cabinets, where clarity, pricing accuracy, and post-purchase reliability directly influence trust.
Goal
Create the company’s first end-to-end e-commerce architecture covering browsing, payment, and fulfillment while reducing uncertainty for both homeowners and professionals.
Business Constraints
The solution had to support complex product variations, tax rules, pricing logic, and a multi-team operational workflow (ops, finance, warehouse), all while the physical showroom continued running.
My Role & Impact
I architected the end-to-end shopping system (from IA and business logic to multi-team integrations) and delivered the platform’s first scalable foundation.

This work produced 200+ responsive screens, a unified design system, and a modular IA that now supports expansion into future verticals.
3 critical checkpoints of customer journey:
1. Browsing
Providing context and clarity for complex products.
2. Payment
The core flow where accuracy, compliance, and confidence matter most.
3. Shipping & Fulfillment
The supporting logic that determines transparency and reliability after purchase.
This framework became the backbone of the platform’s first scalable digital presence.
AUDIENCE DEFINITION
Dual audience informed by showroom sales data
Open4Home serves two distinct user groups with very different needs:
Low product knowledge → need clarity
High product knowledge → need efficiency & accuracy
Shared pattern:
High-value, low-frequency purchases with complex decision-making.
DESIGN APPROACH
These insights shaped my design priorities:
Clarity for homeowners
Efficiency & precision for professionals
Reducing uncertainty across the entire journey
RESEARCH & INFORMATION ARCHITECTURE
I identified baseline e-commerce flows and mapped competitor gaps, especially in evaluation, post-purchase, and loyalty.
This informed Phase 1 essentials vs Phase 2 enhancements and guided the modular IA I created.
DESKTOP AND MOBILE STYLE GUIDE FOUNDATIONS
A unified design system for desktop & mobile that eliminated inconsistencies, accelerated collaboration, and enabled 200+ screens to scale predictably.
Selected elements from the design system (full library omitted for brevity)
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