CommerceIQ
Design System
Scaling Across 7 Products and
5 Teams
CommerceIQ’s fast-growing suite of retail media tools had become fragmented, with 100+ inconsistent component variants slowing down delivery and causing rework. I led the redesign of the design system using Atomic Design principles, rebuilding core components in Figma and rolling out across 5 teams and 7 products. The goal was to create a scalable, accessible foundation that accelerated collaboration between design and engineering.
SYSTEMS DESIGN
DESIGN LEADERSHIP
Role
Lead Product Designer
Timeline
5 months
2022
Contributors
Impact
45% faster design-dev delivery
$1M+ annual savings
Unified 7 products and 5 teams
Spreadsheet
Burden
Brand managers were spending over 8 hours weekly on slow, error-prone manual spreadsheet tasks, risking costly mistakes during critical campaigns like Black Friday. The challenge was to reimagine the tool to reduce friction, increase trust in AI suggestions, and streamline bid adjustments.
toothpaste
Product Bidding
Strategy
Product Bidding
Strategy
Product Bidding
Strategy
Product Bidding
Strategy
Winning bid
Brand Manager,
Palmolive
Brand Manager,
Colgate
Brand Manager,
Tom's of Maine
Brand Manager,
P&G
COSTLY ERRORS
20% budget wasted
Budget allocation wasted millions on underperforming campaigns
PRODUCT VISIBILITY
35% decrease
Missing key adjustments cost campaigns visibility and revenue
MANUAL WORKFLOW
25 hours per week
Analyzing data and adjusting bids for hundreds of products
LACK OF REAL-TIME INSIGHTS
15% daily revenue loss
Static data delayed reactions to sales trends, costing millions
COLLABORATION BOTTLENECK
15 hours per week
Constant meetings delayed critical decisions
TEDIOUS WORKFLOWS
10 hours per week
Manual bid adjustments were as cumbersome as spreadsheets
Bidder Experience
We transformed a rigid, manual bidding process into a flexible, transparent experience that adapts to each brand manager’s workflow. The interface provides real-time insights, clear AI guidance, and intuitive bulk editing—empowering users to confidently navigate complex bids, explore alternatives, and correct errors without disruption.
Impact
70% reduction in manual spreadsheet work
53% increase in Return on Ad Spend (ROAS)
Cutting weekly effort from 8 to 2.4 hours
75% decrease in bid errors
80% drop in support tickets