Role: UX/UI Designer & UX Strategist
Client: Waterboyz Romania
Timeline: Periodic collaboration across 12 months · 2024
Team: CEOs, Marketing Agency, Product Designers, Front-end Developers
Website: https://www.waterboyz.ro/

Summary

I contributed to the UX/UI design of Waterboyz.ro, a large e-commerce platform with a complex catalogue of outdoor fitness equipment, playground structures, inflatables, urban furniture, and recreational installations.

My work focused on improving product discoverability, navigation, visual consistency, and the overall shopping experience across a large and technical product catalogue.

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My Role

UX/UI Design

• Supported the design of category, product, and landing pages

• Improved navigation, mega-menu structure, filters, product cards, CTAs, and content layout

• Helped create a cleaner, more consistent interface across key e-commerce pages

• Designed with responsiveness, scalability, and conversion in mind

Information Architecture

• Contributed to reorganizing categories and product hierarchy

• Improved naming conventions and browsing logic

• Helped simplify navigation for a large and varied catalogue

• Supported a more scalable structure for future product expansion

Cross-Team Collaboration

• Worked with the marketing agency on brand direction, messaging, and visual consistency

• Collaborated with developers on feasibility, handoff, and UI edge cases

• Aligned with other designers to maintain reusable patterns and consistency

• Supported smoother communication between design, marketing, and development

Challenge

Waterboyz had a wide and technical product offering, serving both B2B and B2C users. The challenge was to make the catalogue easier to browse, compare, and understand while keeping the interface clean, scalable, and commercially effective.

The platform needed to support different user needs: city planners, schools, businesses, parents, event organizers, and recreational buyers.

Approach

I focused on three main areas:

Navigation & discoverability
Improved category structure, mega-menu behavior, filters, and browsing paths so users could find relevant products faster.

E-commerce UX/UI
Designed and refined product pages, category layouts, cards, buttons, tags, CTAs, and responsive components to create a clearer shopping experience.

Scalable design support
Helped create reusable patterns and clearer handoff documentation so the platform could grow without losing visual or structural consistency.

Key Work

UX/UI Design
Category pages · Product pages · Landing pages · Product cards · CTAs · Filters · Tags · Responsive layouts

Information Architecture
Category hierarchy · Navigation logic · Mega-menu structure · Product discoverability · Catalogue scalability

E-commerce Optimization
Browsing flows · Product comparison support · Content clarity · Conversion-friendly layouts

Collaboration
Marketing alignment · Developer handoff · UI consistency · Cross-team communication · Service design thinking

Results

• Improved navigation and product discoverability across a complex catalogue

• Created a clearer and more consistent e-commerce interface

• Supported better browsing for technical and recreational products

• Strengthened alignment between marketing, design, and development

• Helped create a more scalable structure for future product and content expansion

Core Skills Demonstrated

E-commerce UX/UI · Information Architecture · Navigation Design · Responsive Design · UI Components · Product Discoverability · UX Audit · Service Design Thinking · Developer Handoff · Cross-Functional Collaboration

Takeaway

This project strengthened my experience in large-scale e-commerce UX/UI, especially around complex product catalogues, navigation systems, and cross-team delivery.

My contribution helped Waterboyz.ro create a clearer, more structured, and more user-friendly digital sales experience across B2B and B2C audiences.