Newfold Digital Ecosystem
Scaling multi-brand design systems and leading core products for nearly 7M customers.
Newfold Digital · Lead Product Designer & Technical PM · 2021 - Present
7M+ customers across Crazy Domains, Vodien, BigRock, ResellerClub, Web.com and Network Solutions. The Builder & Technical Rigor Back in 2021, fresh off an intensive product design program, I knew I needed an environment with real technical weight. I packaged a few exploratory case studies on Medium, polished my portfolio, and joined SitePlus.
At the time, we were a tight-knit crew of ten — three product designers handling core system logic and seven web designers crafting visual themes and assets. Our flagship product was a proprietary whitelabel drag-and-drop website builder licensed to hosting resellers worldwide. The learning curve was steep, and the first six months pushed me well beyond typical UI work.
I quickly realized that visual mockups are only half the job; without rock-solid logic, complex software falls apart. I took ownership of our design documentation, mapping out granular user flows, error state matrices, edge cases, input validation logic, and micro-interactions.
Every feature hand-off turned into a collaborative walk-through where I worked directly with PMs, QA engineers, and developers to iron out dependencies and align on roadmap priorities. One of my biggest milestones during this phase was unlocking the mobile editing experience. Historically, the builder was practically unusable on touch devices, forcing users to rely entirely on desktop screens.
I took full ownership of researching, designing, and overseeing the development of our mobile editor from scratch. Translating dense toolbars, drag-and-drop mechanics, and inline styling controls into an ergonomic touch interface was a massive UX challenge, but it fundamentally transformed the product by letting clients update and manage their live sites directly on the go.
Alongside this, I designed key daily capabilities including native tab components, modal frameworks, an advanced embed-code block, and GA4 analytics integrations. The Unsung Backbone: Modernizing CRMS While client-facing tools got the spotlight, another massive responsibility landed on my desk: our internal CRMS. This was the multi-tenant mission control center used by internal teams and external resellers.
Support teams relied on it to debug user issues, QA used it to spin up test accounts, content managers published product news, and resellers configured their brand identity — logos, color palettes, custom copy, and domain settings. The legacy setup was showing its age, so I spearheaded a fundamental overhaul.
Collaborating closely with engineering, we migrated the platform to a modern CRUD architecture and completely rebuilt the permissions model. I mapped out a comprehensive role-based access matrix with semantic permissions, untangling years of technical debt and creating a streamlined administrative portal that continues to serve the company today.
