PWM: E-commerce Platform for a National Publisher

PWM needed more than a new e-commerce platform, they needed a complete redesign of how their catalogue, content and digital products were presented and sold online. Their previous system treated everything like flat listings, making it difficult for users to find, compare or purchase anything beyond standard print editions.

As Head UX Designer, I led the transformation of the platform’s information architecture, reorganizing a vast and fragmented catalogue into a coherent, intuitive structure. I introduced new navigation models, clearer product hierarchies and improved content relationships between editions, authors, collections and digital formats.

A key part of the work was enabling new revenue channels:
– B2B sales for institutions, schools and orchestras
– e-books and audiobooks
– digital shelves that allowed users to store and manage purchased content inside their account
– multi-format product cards that combined print, digital, audio and licensing options into one cohesive UX

This shift fundamentally modernized PWM’s online presence, moving the organization toward a digital-first publishing model.

From a product leadership perspective, I drove the UX strategy, facilitated alignment between editorial, sales, marketing and technical stakeholders, and prepared the design direction for development. My work ensured that complex content requirements were turned into a clean, scalable and commercially effective experience.

The new platform not only restored and stabilized PWM’s online sales — it expanded what the organization was capable of selling, giving users a seamless path from discovery to digital consumption.