Role: Product Designer
Focus: Workflow design · SaaS experience · Collaboration
Timeline: 2 months
Tools: Adone XD, Jira, Google Analytics
Work / Internal SEO Management Tool
Overview
I designed a new internal SaaS product that introduced SEO management capabilities across a nationwide network of florist storefronts.
Before this project, there was no way to add or edit SEO metadata anywhere in the system. Neither developers nor editors had tools to manage titles, descriptions, tags, etc.
The goal was to design and deliver the first end-to-end interface for managing SEO content within our existing platform. It needed to be powerful enough for large-scale updates, but simple enough for non-technical editors to use with confidence.
Context and Goals
This project introduced functionality that had never existed in the product’s history. There was no backend logic, no interface, and no process to handle SEO data. Every site in the network used the same static metadata, which limited visibility and prevented optimization.
Our goal was to design and build a tool that allowed SEO customization at both the individual storefront and network-wide levels. I focused on creating a deep, flexible system that balanced precision and simplicity, allowing teams to make targeted or bulk updates without developer support.
Research and Discovery
Because there was no existing model internally, research focused on understanding what an effective SEO management system should include. I collaborated closely with SEO specialists to define core requirements and map out the relationships between metadata, templates, and storefront content.
To ground our approach, I conducted a competitive analysis of leading CMS and SEO tools. This helped us identify essential features such as inline validation, structured field relationships, and clear preview states. Those insights guided our early prototypes and informed how we balanced power with usability.
These findings became our foundation: build clarity into every step, provide visible feedback for every change, and design an experience that could grow over time.
Design Approach
Starting from a blank slate, I defined the information architecture and workflows for the new SEO system. In XD, I created wireframes that mapped out how editors would create, edit, and apply metadata to storefronts. Once the flows felt solid, I built interactive prototypes for validation with SEO and product teams.
The design centered around structured editing fields, live feedback, and clear visual hierarchies. Editors could see exactly how their changes would appear before publishing, reducing the risk of mistakes and improving understanding of SEO concepts.
I collaborated closely with engineering to align the interface with the new backend logic being developed in parallel. The process was iterative and collaborative, ensuring every visual pattern mapped cleanly to real data structures.
Design System Integration
Since the tool was built within an existing platform, consistency was essential. I extended our design system with new components for validation states, structured text fields, and bulk-edit interactions.
These additions were documented in XD with usage guidance, ensuring that the new SEO patterns could be reused across future products. The work on this tool set a precedent for how new internal features were added and documented going forward.
Testing and Iteration
We tested the tool with SEO and marketing teams to ensure it was intuitive, reliable, and flexible enough for both small updates and bulk operations.
Early sessions focused on clarity, making sure the interface made technical processes understandable for non-technical users. Later tests validated workflow reliability and data handling across large batches of storefronts.
Feedback from these sessions confirmed that the tool made SEO management both accessible and scalable for the first time. Teams could now manage and preview their content directly, with confidence in what would appear live.
Collaboration
The success of this project depended on close coordination across teams. I worked with SEO specialists to define the data model, with engineers to validate system behavior, and with product managers to prioritize feature rollout.
We kept communication open through design reviews, shared documentation, and weekly walkthroughs. This collaboration built shared ownership across departments and ensured that the final product balanced technical accuracy with usability.
Outcome
The Internal SEO Management Tool introduced a brand-new capability to the company. For the first time, teams could create, edit, and publish SEO content directly within the platform, no developer required.
It gave hundreds of florist storefronts unique, optimized metadata and increased their visibility in search engines. Beyond the measurable SEO gains, the tool became a model for how internal products could expand platform functionality while staying user-focused.
The project established a new baseline for internal product design: one that empowers teams, builds clarity into complex processes, and opens the door to future system-wide improvements.
