We aligned our efforts with corporate core objectives, including increasing customer self-service, ensuring omni-channel consistency, and enhancing personalization. However, achieving these goals required significant changes to the page architecture. The existing static structure was inflexible and lacked scalability. We recommended transitioning to a more modular design, enabling iterative enhancements over time to support continuous improvement.

Many of our proposed ideas were well-received by the Product team, but the prospect of a lengthy, resource-intensive redesign raised concerns about disrupting an already packed roadmap. To address this, we proposed a parallel initiative, independent of the roadmap, that would incorporate smaller, incremental efforts along the way. This approach helped us gain our Product partners’ trust, showing that the experience could be gradually rebuilt without compromising their roadmap or the customer experience.