Client: Waterboyz Romania
Industry: Outdoor Fitness · Play Equipment · Urban Furniture / Recreational Infrastructure (B2B/B2C).
Timeline: Periodic collaboration across 12 months | 2024
My Role: UX/UI Designer (with service-design support)
Team: Marketing agency, Product Designers, Front-end Developers, CEOs

Contribution

I contributed to the end-to-end UX and UI design of Waterboyz.ro — a large e-commerce platform with a complex catalogue spanning outdoor fitness equipment, playground structures, inflatables, urban furniture, and amusement installations. My work focused on strengthening user journeys, improving product discoverability, and enhancing the overall interface in collaboration with a cross-functional team.

Competences.
UX audit · Information architecture · Navigation design · UI components · Responsive design · Collaboration with dev & marketing · Service design thinking · Visual consistency

Click on the image above to go to the website

Challenge

Modern cities often prioritize efficiency and function over creativity and play, leading to sterile environments that discourage social interaction and recovery. This project explored how artistic and community-led methods could restore emotional connection, inclusion, and joy in urban spaces.

How might we use artistic and participatory methods to transform urban spaces into inclusive environments that promote play, recovery, and community connection?

Approach

1. UX Audit & Information Architecture

I began by conducting a UX audit to understand user behaviors, navigation pain points, and product scanning patterns. From these insights, I contributed to:

• reorganizing and simplifying the information architecture

• improving naming conventions and category hierarchy

• strengthening filtering logic and multi-level navigation

• enabling a more scalable structure for future product expansion

This helped the platform feel more intuitive despite its complexity

2. UX & UI Design Support

As part of the design team, I supported core UX/UI tasks during multiple phases of the project:

• designing layouts for category, product, and landing pages

• refining global navigation and mega-menu behavior

• shaping UI components (cards, CTAs, filters, tags, buttons)

• ensuring responsiveness across breakpoints

• improving visual consistency through content formatting and image preparation

• aligning visual elements with updated brand direction

My goal was to create a clean, functional, and conversion-friendly shopping experience.

3. Service Design & Cross-Team Collaboration

Because the project required multi-stakeholder alignment, I collaborated closely with:

• the marketing agency (brand, messaging, visual direction)

• developers (technical feasibility, handoff details, UI edge cases)

• other designers (patterns, consistency, component reuse)

This ensured that the UX/UI decisions were both user-centered and buildable, reducing ambiguity during development and supporting a smoother delivery process.

Result

The work contributed to a clearer, more navigable e-commerce structure, improved browsing for highly technical products, more consistent UI and content presentation, stronger alignment between marketing, design, and development

Users can now explore a large catalogue with more ease, clarity, and confidence.

Learnings

Designing for large-scale e-commerce requires precision in IA, careful component thinking, and tight cross-team communication. Working periodically across one year gave me a deep understanding of how business, marketing, and technical constraints shape complex digital storefronts.

Takeaways.
My contribution helped Waterboyz.ro establish a more structured and user-friendly foundation for its digital sales experience. It strengthened my expertise in e-commerce UX/UI, navigation systems, and service-design collaboration — all within a long-term, multi-team workflow.

Website: https://www.waterboyz.ro