Pajamagram

Establishing Structured Collaboration During Platform Modernization (2017)

In 2017, Pajamagram and two additional brands migrated from Microsoft Commerce Server to Magento. An external agency was engaged to lead the redesign and development effort.

At the time, internal teams operated largely in silos. Design, merchandising, and marketing worked independently, with limited shared process, minimal structured prototyping, and no cohesive brand system guiding digital execution.

The migration presented an opportunity not only to modernize the platform, but to improve how teams collaborated.

  • Role:
  • Web Designer (Product & UX Design)
  • Scope:
  • Cross-functional collaboration, wireframing & prototyping adoption, brand system development

Introducing Structured Collaboration

While the agency led execution, I contributed deep institutional knowledge of the brands and user behavior. More importantly, I began introducing structured collaboration into the redesign process.

Key contributions included:

  • Adopting InVision to formalize wireframing and prototyping workflows
  • Standardizing mockups and interactive reviews across teams
  • Facilitating collaborative review sessions between design, merchandising, and marketing
  • Establishing the first cohesive digital brand style guide

These practices created shared visibility and alignment — reducing fragmented decision-making and improving clarity across stakeholder groups.

Organizational Impact

The shift toward structured collaboration resulted in:

Greater cross-team transparency during redesign discussions
  • Improved alignment between marketing messaging and UX structure
  • Consistent visual language across digital touchpoints
  • A repeatable design workflow that persisted beyond the agency engagement

This experience marked the beginning of a more mature, systems-oriented approach to digital design within the organization.

Reflection

This project fundamentally shifted how I viewed digital product work. I saw firsthand the enormous value of structured collaboration — not only in improving execution quality, but in aligning stakeholders around shared goals.

The processes introduced during this migration became the foundation for future in-house UX leadership and experimentation discipline.

  • Contact:
  • toddunn@gmail.com
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