Conversion-led product ownership on a live production shop — risk-managed, incremental, shipped.

Client: Deutscher Fenstershop (ItsLine)

Role: Product Owner E-Commerce

Timeline: Dec 2025 – Mar 2026

Industry: B2C E-Commerce (building products: windows, doors, sun protection)

A ~€4M online shop (~30k visitors/month) running on a 20-year-old legacy platform — covering roughly half of company sales, with no staging environment and a parallel relaunch in progress. The mandate: lift conversion measurably without breaking a production system the business depends on daily.

Conversion-led roadmap — reframed the roadmap around the product configurator, the shop's largest drop-off point, and drove a two-mode redesign concept the client confirmed as the target direction

Requirements prioritization — established Jira as the single intake channel with a clear framework: 1. legal obligations, 2. shop frontend, 3. backend processes

Release management — introduced staged, morning-only rollouts (Mon–Thu) with monitoring and rollback to protect production

Prototype validation — with no staging system, deployed feature prototypes to a personal hosting instance and validated them with the client before production

UX/UI delivery — shipped production-ready HTML/CSS: mega-menu (200+ unstructured items into a clear hierarchy), homepage, category templates, and a token-based design system with 19 components

EU compliance — turned upcoming EU regulations into a compliance roadmap, from the right-of-withdrawal page (live within the EU deadline) to warranty labeling in checkout

Conversion-led roadmap and release discipline established on a live shop covering ~50% of company sales — with zero staging infrastructure and no production incidents from the new rollout process.

Stack & methods: Jira, Figma, Miro, Microsoft Clarity, HTML/CSS Prototyping, Design Tokens