Designing the System fora Wholesale Platform

World of CD Keys is a Swiss wholesale distributor, selling digital game keys to reseller partners around the world through both a dashboard and an API. The platform was originally built by developers, feature by feature, with no shared design language behind it.

I joined as the sole product designer, working closely with the product manager, to fix that, and then to keep building on top of it. Three to four years later, that work spans nearly every part of the business.

The platform wasn't broken, it was shipping, and the business was growing. But nothing agreed with itself. The same type of action looked and worked differently depending on which part of the app you were in, because there was no shared foundation to build from. For a team living inside this platform for hours every day, that added friction to almost everything.

The first job wasn't to redesign individual screens. It was to design the system the platform should have had from the start, the components, patterns, and logic every future screen could be built from instead of reinvented each time.

The clearest proof it worked: problems that used to get solved differently everywhere they appeared, like correcting an order, a delivery, or an invoice after the fact, now get solved once, the same way, everywhere. Learn it in one place, and you already understand it everywhere else.

With that foundation in place, the real work began. Over the following years, working alongside the WOCK team, I designed and shipped a long, continuous stream of features across every part of the business, not a handful of big launches, but dozens of shipped improvements, month after month: new tools for partners, deeper reporting, smarter search, third-party integrations, notification systems, security controls, and a support-and-dispute workflow that turned "I don't know what happened" into a traceable, resolvable process.

Three to four years in, the platform is genuinely consistent across every part of the business it touches. That's the visible result of building the foundation first, and it's what made everything built afterward faster to design and ship, not formally measured, but obvious in practice to anyone who's worked in both the old version and the new one.