Product Consolidation
Led the modular integration of five backend products by standardizing login flows, consolidating redundant modules, and establishing a scalable design system for a unified cross-platform experience.
Timeline
Nov 2024 - Feb 2025
My Role
Main Product Designer
Platform
Web
— Project Overview —
01 | Objective
Unified five backend products into a single platform with consistent UX and a shared design system—improving usability and reducing maintenance overhead.
02 | My Role
Led design efforts in auditing IA, consolidating key modules (login, notification), and establishing the design system in close collaboration with engineering, data, and PM teams.
03 | Challenges
Faced inconsistent logic, naming, and UI due to siloed development. Required strategic consolidation while supporting varied business needs and user roles.
04 | Outcome
Delivered three core module redesigns, reduced login errors, and established a scalable framework for future integration and design consistency.
Five products, five systems—each speaking a different language.
A collection of products lacking consistency.
Before the consolidation began, we faced three major challenges:
01 | Disorganized information architecture
Each of the five products was maintained by a separate team with its own modules and databases, resulting in inconsistent logic and data structures for similar features.
02 | Fragmented user experience
Users had to log in multiple times across products, with inconsistent UI and interaction patterns—creating high learning curves for both internal teams and external users.
03 | Heavy development and maintenance overhead
Redundant modules had to be maintained separately, reducing development efficiency and increasing testing and communication costs.
Turning Information Chaos into Modular Clarity
Audited the information and data architecture across five products, combining analytics and interview insights to clarify the consolidation roadmap and development priorities.
Functional Architecture Audit & Data Logic Mapping
Using spreadsheets and collaborative whiteboard tools, we documented the architecture of five products—detailing each module’s functions, data sources, API integrations, use cases, and maintenance status. To prevent data conflicts or permission errors during consolidation, we worked closely with engineering and data teams to map database structures and coupling relationships.
This process revealed that many modules shared the same data sources but differed in naming and presentation, causing user confusion. It highlighted that consolidation was not only a technical task but also required validating business logic alignment before merging modules.
Usage Analytics & Stakeholder Interviews
With support from Clarity analytics and backend logs, we identified module usage frequency and session duration in real user contexts. We supplemented this with internal stakeholder interviews to understand which features were critical for business and customer workflows, and which were underused due to poor UX.
This data-driven approach helped us move beyond “designer intuition” to prioritize modules for consolidation or redesign based on evidence.
Defining Consolidation Priorities
After completing the architecture audit and data analysis, we held planning workshops with product, engineering, and business stakeholders. To ensure both feasibility and user value, we used a framework based on Product Commonality × Technical Feasibility× User Experience Impact, reaching consensus on a three-phase roadmap:
✅ Priority 1: Login Module
As the common entry point across all products, login was a critical yet often overlooked flow. Unifying account and permission management allowed users to access multiple products with one set of credentials, reducing friction and errors—an immediate win.
✅ Priority 2: Modules with Similar Technical Structures
Modules like Notifications had minimal workflow differences but shared technical logic and data structures, making them ideal for low-risk, high-visibility early wins.
✅ Priority 3: High-Impact “Peak Experience” Modules
Modules with low usage but high influence at critical decision points—such as black/white lists for keyword blocking or exposure restrictions—directly shaped user trust. Applying the Peak-End Rule, we redesigned these flows to leave a strong positive impression in key moments.
This sequencing allowed the team to progress from low-risk, high-impact → medium-risk, high-value → high-risk, high-peak changes, positioning design as a strategic driver in the consolidation process.
Modular design strategy for cross-platform consistency
01 | Establish a unified module architecture and interaction pattern
Ensure consistent logic and behavior for shared modules (e.g., notifications, account management) across products to reduce learning curves and minimize user errors.
02 | Optimize data consistency and maintenance efficiency
Collaborate with the data team to refactor database schemas and API structures, reducing redundancy and maintenance overhead.
03 | Build a scalable design system
Standardize visual styles, components, and interface rules to support future module and product integrations.
These goals guided our design decisions and shaped the foundation for a scalable, cross-platform solution.
— Design Solution —
Unified experience
Standardized layouts, terminology, and interaction patterns create a seamless cross-product journey, reducing the learning curve for users transitioning between modules.
Scalable modularity
Each feature is designed as a reusable module with consistent logic and visual patterns, enabling future expansion and integration without disrupting the platform’s overall structure.
Data-driven clarity
Interfaces prioritize data hierarchy and contextual cues, helping users quickly interpret key metrics and make informed decisions, regardless of module complexity.
Login Module
Opening the Gateway to Platform Integration
The first step of consolidation began with account and login flows. Previously, each of the five products had its own account management system, requiring users to log in separately and resulting in a fragmented experience.
To address this, I designed a unified login process and account-mapping mechanism. Through scenario analysis, we developed three integration strategies to accommodate different account-combination logics. The solution included automatic account creation and 2FA verification, allowing existing users to migrate seamlessly without resetting credentials. Additionally, legacy entry points were retained to ensure a smooth transition for users with established habits.
Notification Module
Unifying Real-Time and Scheduled Workflows
To merge notification modules previously split across two platforms, I audited their workflows and data fields, then redesigned the campaign publishing process. Real-time push logic from Likr and scheduled push logic from LCDP were unified into a single-page flow.
To merge notification modules previously split across two platforms, I audited their workflows and data fields, then redesigned the campaign publishing process. Real-time push logic from Likr and scheduled push logic from LCDP were unified into a single-page flow.
Black / White List & Keyword
Simplifying the Interface Through Unified Logic
During the feature audit, we found that black/white list and keyword modules were inconsistently named and managed across products, despite significant overlap. While data sources were nearly identical, the UI and interaction patterns varied.
I cataloged all keyword and list types across backends, redefined their naming and logic, and clarified their data sources, usage scenarios, and business rules. Based on this, I redesigned a unified tab structure and visual layout, consolidating multiple blacklist data types into a centralized LCDP module for streamlined management.
Old ver.
New ver.
UI Integration & Design System
A Unified Experience Across Different Business Models
Alongside the consolidation work, I initiated the creation of a design system and the unification of UI logic. For example, while e-commerce and media products shared the same functional modules, their use cases and metric definitions differed.
To accommodate these differences, I designed a widget-based module framework that allows users to select metrics, customize sorting, and choose which content to display in reports and analytics pages. Default views are auto-loaded based on configuration settings, ensuring flexibility without sacrificing consistency.
I also designed a design system that enabled more efficient collaboration between designers and engineers, maintained consistency across products, and improved development efficiency.
— Outcomes & Reflections —
From Screens to Systems
Beyond visual unification, I redefined module boundaries, data structures, and shared rules—working with engineering and product teams to build reusable, sustainable design units.
Data as a Design Partner
Collaborated with engineers on data fields, flows, and APIs to ensure designs matched technical realities and reduced risks.
Lasting Impact
Set integration priorities, process rules, and design principles, giving the next team a clear foundation to continue the work.
