Adelina NOVA
adelinanovadesign@gmail.com
I am a Product Designer, leading complex B2B2C products end-to-end — turning user needs, business goals, and engineering constraints into scalable, high-impact systems that drive business growth.
projects.
Reduced workflow friction across roles through a unified dashboard system.
Expanded market reach with a new scalable, system-driven theme.
Improved cash flow flexibility for sellers and their customers.
Empowered sellers to resolve customer issues directly within the platform.
more context.
My work covers two completely separate products that serve the construction industry. While the Seller Portal is a "back-office" tool for business owners, the E-commerce platform is the "front-end" where their customers actually shop. I design the bridge between these two worlds.
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The Product: The Seller Portal
Their Goal: Managing operations, inventory, and cash flow.
What I Design for Them: I focus on high-utility tools that help dealers run their business. This includes complex tables for inventory management, customers & accounts data depiction, and financial dashboards to monitor payments. The design priority here is efficiency and data density—helping them get their work done quickly so they can get off the computer and back to the yard.
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The Product: The E-commerce Storefront
Their Goal: Finding materials, checking prices, and placing orders.
What I Design for Them: I design the actual shopping experience for seller’s customers. For the Pro Contractor, the focus is on speed, re-ordering, and job-site delivery. For the DIYer, the focus is on product discovery and clear pricing. Even though each seller has their own site, I build the underlying system that keeps these sites easy to navigate and optimized for conversion.
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The Seller Portal needs to be a dark-mode, high-density tool for power users, while the E-commerce site needs to be a bright, welcoming brand experience for shoppers. My challenge is keeping the designs and experience aligned with both users needs.