Screenshot of Zalando B2B Tooling

User-centered B2B


Zalando Brand Solutions is a B2B department at Zalando focused on improving how brands and suppliers integrate their systems into the Zalando e-commerce platform.

As a designer at Brand Solutions I worked on six different tooling projects, from Article Creation and Editing, to Order Fulfillment and User Management.

Overview of different B2B applications unified with the Dress Code styleguide

All apps were designed using our own style guide called Dress Code. At the time I joined, Dress Code was in its beginnings, a simple HTML style guide. Together with another designer and two developers, I improved and expanded the style guide into a complete component library with the goal of unifying the design language of platform products.

Screen captures from the Dress Code style guidewebsite

Highlighted Project: QUALA

My last projet at Brand Solutions, QUALA was a tool built for the team assessing the quality of product data submitted by brands to Zalando’s Partner Program.

When a brand wants to sell directly on Zalando through the Partner Program, the data it sends about its products – images, descriptions, metadata – must be checked against Zalando's standards. The team responsible for this task had been using an outdated 6-year old tool that caused them immense frustration and huge productivity losses because of bad user experience and performance.


For QUALA, I was responsible for the end-to-end design process from user research to high-fidelity mockups and design QA.

A crucial issue for team was they hadn't been consulted when the existing tool was built, and therefore it didn't match their way of working, intead forcing them to adapt to the system. To counter this, I introduced a user-focused research process:

  • I started the proejt by observing members of the team using the tool in their daily work. This helped us understand the team's mental model for their work and identify the most important pains.
  • I then led a series of co-creation workshops with different team members. Starting with paper prototypes, and moving gradually to mid- and high-fidelity interactive prototypes, the future users were asked to complete their core task of reviewing the product data for one item.
  • Finally, during development, the alpha and beta versions were used in usability testing sessions which were recorded and shown to the engineering team, to create a connection between developers and future users.
Overview screen of QUALA. Each row is one article can be expanded to display the product images, which are the most common rejection reason
Main screen of QUALA, where data for one product is reviewed


Due to this being an internal tool, exact numbers can't be disclosed. However, QUALA is now used by a team of around 50 to review data from thousands of products every day, with a clear increase in output and reduced input errors.