Enriching the Partner Journey at bol.
Improved the daily experience for partners by identifying and addressing critical friction points across their journey. .
Overview
As a Lead Product Designer working on Partner Experience, I led a strategic initiative to identify and prioritize the most critical friction points partners face — from daily logistics to longer-term growth decisions. The goal was to uncover what really blocks partner success and propose scalable building blocks that could be embedded across teams and journeys.
This was not a UI project. It was about zooming out, building alignment, and influencing both product strategy and cross-functional conversations.
Final outcome
As the design lead focused on the day-to-day journey of our partners, I identified critical friction points that affect operational decision-making — from logistics to content clarity and platform tooling. My work laid the foundation for improving partner workflows and aligning product teams around shared pain points.
Together with a peer design lead, we translated these insights into three strategic building blocks to support partner growth. While my colleague led the overarching decision-making framework, my role was instrumental in surfacing real-world challenges, informing strategy, and ensuring the outcomes reflected what partners truly need in their daily experience.
These building blocks are now being used to:
Guide roadmap discussions across product teams
Inform platform-wide improvements in partner tooling
Support more confident, scalable partner decision-making
Presented the Partner Journey for the whole domain (Product & Tech), and did multiple roadshows on director's level
Key lessons & Reflection
Scope clarity is strategic: I learned to link design capacity to impact, and set boundaries that protect focus.
Work in progress is power: Early sharing made the end product stronger and stakeholder trust higher.
Momentum comes from relationships: Peer alignment shaped outcomes just as much as insights did.
Leadership beyond execution: I didn’t just deliver; I influenced, aligned, and shaped direction (with the support of our Design Director)
Co-led a strategic initiative that informed platform-wide improvements and shaped product team priorities at scale
Partner Journey Strategy
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Credits
Design: Ruddy Rodriguez
bol.com
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