CDP Platform

CDP Platform was a custom-built data and product information platform designed for one of Mexico’s largest department store chains.

The goal was to help the company transition from a traditional retail model to a modern e-commerce infrastructure by creating a centralized system for product data management, taxonomy creation, and cross-department collaboration.

This B2B platform was created to help internal teams centralize, clean, and monitor product data for their e-commerce operations. The platform was later extended to another top national retailer.

The platform reduced redundant manual work and enhanced visibility into product content, stock, and pricing across internal departments such as Business Intelligence, E-commerce, and Finance.

Project Type: Internal SaaS Web Platform
Timeline: 2 years
My Role: Senior Product Designer
Tools: Sketch, Miro
Team: UX/UI designers, engineers (frontend/backend), data scientists, analysts, project managers, and content creators
Scope: From discovery and strategy to design execution and team scaling

‍

‍

My Role

As Senior Product Designer, I was responsible for driving the UX strategy, team growth, and delivery of a robust, modular platform that unified product data workflows.

Key Contributions:

• Designed core workflows for product onboarding, validation, and auditing.
• Created wireframes, interactive prototypes, and documentation to align with dev teams.
• Designed manager dashboards that highlighted progress, bottlenecks, and product readiness metrics.
• Scaled the design team, mentoring new designers and establishing design rituals.
• Conducted user interviews and usability testing to validate pain points and inform features.
• Spearheaded the creation of a new taxonomy to eliminate redundant categories and improve data clarity.
• Facilitated communication between cross-functional teams and business stakeholders.
• Built and led client-facing demo presentations to communicate design decisions, showcase product progress, and gather stakeholder feedback.
• Introduced traffic-light visual indicators for product validation states—making it easier for non-technical users to grasp status at a glance.

Problem / Opportunity

Internal teams were relying on outdated tools and disconnected processes to upload and audit product content across thousands of SKUs. Product data was often duplicated, miscategorized, or filled with inconsistencies—causing long onboarding times and operational bottlenecks.

They also felt behind other large retailers in terms of digitization and e-commerce capabilities.

Challenges Identified:

• Lack of workflow visibility and team accountability.
• High error rates in content due to manual processes.
• Inefficient onboarding time for operators (often over a week per person).
• Poor cross-team communication between departments managing the same product data.

Research & Discovery

We conducted structured interviews and collaborative workshops with:

• Product upload operators
• E-commerce and BI managers
• Content creators and validation analysts

Insights:

• Operators were duplicating work due to unclear taxonomy and disconnected tools.
• Data analysts struggled to report on progress due to fragmented systems.
• Managers lacked clear visibility into project status and bottlenecks.
• Validation teams spent hours finding errors that could have been caught earlier.
• Operators were spending hours uploading product info manually, increasing the risk of human error and burnout.

Solution & Key Features

We designed and launched a centralized web platform with customized dashboards, operator workflows, and validation tools.

Key Features:

• Custom workflows: Tailored to operator roles and validation rules.
• Progress dashboards: Visibility into each team’s completion rates and data health.
• Taxonomy system: Eliminated data redundancies and standardized product categories.
• Validation layer: Caught human errors in real-time and minimized approval loops.
• Manager overview: One-click access to team performance, alerts, and data gaps.

‍

Testing & Iteration

Using Miro and interactive prototypes:

• Ran usability tests with operators and managers.
• Iterated flows based on error reports and time-to-complete benchmarks.
• Presented walkthroughs to stakeholders using real case data to build trust and drive adoption.

Results & Impact

• Reduced onboarding time by 1/3 for operators.
• Decreased human error by 80% through guided workflows and validation rules.
• Created a new product taxonomy, eliminating data duplication and streamlining updates.
• Improved internal communication between E-commerce, BI, and Finance through shared workflows and alerts.
• Enhanced visibility for managers across all stages of data modeling and product lifecycle.

‍

Final Reflections

This project taught me how to navigate complex internal ecosystems and drive clarity in large organizations. By aligning business goals with operator needs, we built a solution that scaled across departments and directly contributed to operational efficiency and digital transformation.

It was also a defining moment in my design leadership journey—where I grew the team, mentored junior talent, and built a culture of collaborative, research-informed design.