How to turn a complex product ecosystem into a clear buying experience?

Symfonia offered products with very different structures, pricing models and configuration options. The goal was to organize those differences into a system that helped users understand the offer, compare options and move naturally towards purchase.

CONTEXT

The challenge was to create a consistent e-commerce experience for a broad portfolio of software, packages, subscriptions and training products.

Figma · FigJam · Miro · Teams · Adobe Photoshop · Competitive analysis · Adobe Illustrator · Adobe Acrobat · MS Excel · Paper and Pencil

DESIGN & RESEARCH & COLLABORATION TOOLS

From behavioural data to interface decisions

Software, product packages, subscriptions and training products could not be explained or configured in exactly the same way.

PROBLEM

Different products required different information, configurations and purchase paths, while still needing to feel like one ecosystem.

MY WORK

Designing the new experience meant finding a shared structure without forcing every product into the same template.

Building the system around product differences

I worked on product pages, navigation, configuration patterns, comparison views, the cart and the wider shopping experience. The structure had to stay consistent while allowing different products to expose different information and options.

Moving from wireframes to reusable patterns

Early wireframes helped define hierarchy and purchasing logic before visual details were introduced. Repeated elements and behaviours could then become reusable patterns across the platform.

KEY DECISIONS

Different product types had to stay consistent without forcing users through the same purchase logic.

What was an effect?

The interface adapted to the decisions users actually needed to make, whether that meant choosing a package, subscription period, number of participants or additional services. This made the offer more consistent across product categories while keeping each purchase path clear and relevant to the product.

SPECIAL FEATURE OF THE PROJECT

One ecosystem, many ways to buy.

The project covered much more than individual product pages. Navigation, logged-in and logged-out homepages, product discovery, training offers, comparison views, configuration and the cart all had to work as parts of the same experience.

The biggest challenge for me...

...was deciding what should stay common across the platform and where the interface needed to adapt to the product itself. A software package, subscription and training course may belong to the same brand, but users need different information and make different decisions before buying each of them.

Product Designer · UX/UI Designer · Dog&human trainer

I turn complex problems into clear, useful, and buildable products. If you’re looking for a Product Designer who connects user needs, business goals, and technology - let’s talk. ;-)

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