Enterprise Commerce ux

UX Strategy for Scalable Account & Workflow Experiences

Newell Brands operates a large portfolio of global consumer brands supported by a shared enterprise e-commerce platform. As part of the Account Ease Initiative, the UX team focused on modernizing account creation, authentication, rewards enrollment, and checkout workflows across multiple brand experiences.


I worked as a UX Designer on the enterprise platform team, collaborating with researchers, product stakeholders, engineers, and operational teams to simplify complex account workflows, reduce friction, and improve scalability across Newell’s multi-brand ecosystem.

The Challenge

The existing account and rewards experience contained workflow friction, inconsistent patterns, and operational complexity across authentication, checkout, and membership systems.

The initiative required balancing:

  • usability improvements
  • enterprise scalability
  • multi-brand flexibility
  • accessibility standards
  • operational consistency
  • engineering implementation constraints
  • customer retention and conversion goals

The challenge was not simply redesigning screens. The project focused on streamlining operational account workflows across a large white-label platform supporting numerous global brands and user journeys.

My Role

As part of the UX team, I collaborated closely with research, product, engineering, and stakeholder groups throughout discovery, ideation, testing, and prototyping phases. Responsibilities included:


  • workflow analysis
  • UX research collaboration
  • competitive benchmarking
  • wireframing
  • interaction design
  • usability testing
  • high-fidelity prototyping
  • white-label system alignment
  • accessibility collaboration
  • developer handoff preparation


I contributed to scalable workflow solutions intended to improve operational consistency across multiple brand environments.

Research & Workflow Analysis

The discovery process focused heavily on understanding account friction points and operational inefficiencies across the customer journey. User testing sessions validated proposed workflow changes and helped prioritize usability improvements before implementation.

Research activities included:

  • competitive analysis
  • customer support interviews
  • workflow reviews
  • lightning demo workshops
  • analytics evaluation
  • Baymard research synthesis
  • usability testing
  • collaborative ideation sessions

The team analyzed authentication and account experiences across major commerce platforms to identify scalable UX patterns supporting:

  • lower sign-in friction
  • reduced password recovery dependency
  • smoother checkout continuation
  • stronger rewards engagement
  • simplified account creation flows

UX Strategy & Workflow Design

The account modal system enabled authentication and account actions from multiple points throughout the customer journey without disrupting workflow progression.

The redesigned system emphasized:

  • workflow simplification
  • progressive disclosure
  • operational flexibility
  • reusable account patterns
  • accessibility compliance
  • scalable multi-brand implementation

Key UX initiatives included:

  • passwordless authentication flows
  • modal-based account experiences
  • progressive disclosure onboarding
  • rewards visibility improvements
  • cross-platform account continuity
  • scalable white-label workflows

Design Systems & Operational Scalability

Because the platform supported numerous brands, scalability and implementation consistency were critical. Designs were structured to support multiple brands while maintaining operational consistency across authentication and rewards systems.

The work included:

  • white-label design system alignment
  • reusable component structures
  • responsive high-fidelity prototypes
  • accessibility-focused interaction design
  • developer-ready Figma specifications
  • scalable account workflow architecture

Operational Impact

The project established a more scalable and user-centered framework for enterprise account workflows across Newell’s multi-brand commerce ecosystem. Most importantly, the initiative translated complex enterprise account systems into clearer, more intuitive experiences capable of scaling across a large operational platform.

Key improvements included:

  • reduced workflow friction
  • simplified account creation patterns
  • scalable authentication architecture
  • stronger operational consistency
  • improved usability across devices
  • accessibility-aligned interaction patterns

Let’s talk about your project

Fill in the form or call to set up a meeting at  (315) 530-5086 or email me at jlu@jlu.design