Product Store — Enterprise B2B eCommerce Platform

I’ve owned UX on Danfoss Product Store since 2019 — six years on a single B2B eCommerce platform with over 800,000 products across multiple markets, languages, and business segments. In that time, the platform has kept evolving — adopting our design system and growing steadily — without breaking what works. Here’s how that work happened.

The Product Store doesn’t look dramatic from the outside, but it’s genuinely complex underneath. It serves different business segments, user roles, and buying workflows. Not a single feature or a redesign sprint — the whole thing, continuously. That means I’ve touched practically every part of the experience over the years: product listings, filtering, quotes, saved configurations, data export, and more. Some of that work was about fixing problems. Some was about adding new capabilities. A lot of it was about keeping things coherent while everything around it changed.

The challenge

The Product Store launched in 2018 and was a significant step forward for Danfoss — combining catalog browsing and purchasing into one place. But like any product that serves many business segments and user groups, it accumulated complexity over time. New features were needed. Old patterns didn’t always hold up. And because it’s a shared platform across Danfoss segments, every design decision had to work for multiple stakeholder groups with different priorities.

A big part of the work has been modernising the experience and aligning it with the Mosaic design system — improving the UX while the underlying platform evolves, without breaking anything for the people who rely on it every day.

The solution

There was no single redesign moment. The work has been continuous and layered — a mix of incremental improvements, focused redesigns, issue resolution, and user validation when possible. All of it done through a design thinking approach and in close collaboration with product, engineering, and business stakeholders across Danfoss segments.

I treat the platform as one connected experience, not a collection of separate features. When I work on something specific — say, the quoting flow — I think about how it connects to product selection, configuration, and the overall buying journey.

I work closely with stakeholders who have very different needs. The Product Store serves multiple Danfoss segments, so alignment isn’t just a nice-to-have — it’s a constant part of the process.

As the platform evolves and aligns with the Mosaic design system, I lead the UX adaptation — redesigning pages while making sure existing workflows aren’t disrupted. That’s a balance between modernization and continuity, and it requires knowing the product deeply.

More recently, I’ve been following how AI is changing product selection and decision support in B2B — an area I’m especially interested in.

The outcome

Despite years of continuous change — new features, a new design system, an evolving platform — the Product Store has remained stable, usable, and consistent for its users, without breaking business-critical workflows.

Most importantly, the platform has maintained customer trust. Through years of change, customers have kept relying on it, and it has stayed business-critical. I don’t take sole credit for that — it’s a team effort across many disciplines — but consistent, thoughtful UX work played a real part in making the platform something customers want to keep using.