Linnea Holm FrisellSenior Product Designer
← Selected work

Project overview / Edenred

Turning a legacy B2B platform into a scalable product

A transformation of a business-critical benefits portal—from a difficult legacy service to a modular MVP that could evolve with customers and the organisation.

Legacy serviceComplexity, made workable.
From constraints to product direction
Customer needsBusiness goalsTechnical constraints
ResearchFocused MVPModular serviceContinuous migration
Selected Edenred MVP company profile interface.
Client
Edenred
Role
Product Designer & Design Advisor
Timeline
Q3 2021–Q4 2022
Scope
Product Design · UX · Product Strategy · Design Systems
Platforms
Web · B2B

01 / Challenge

A core service that was difficult to serve yourself.

Customers struggled to complete important benefits-administration tasks in the legacy portal, increasing dependence on customer service. The platform was also difficult for product and development teams to extend.

The challenge combined customer usability, operational cost and scalability. Improving screens alone would not address the underlying product and technical complexity.

How might we make a complex B2B service easier to use, easier to support and easier to scale?

02 / My role

Lead the design transformation from direction to implementation.

I led the design transformation and carried most of the product-design work across research, framing, concepts, prototypes, testing and final interface design. I collaborated with another designer on the design system and was responsible for implementing it in the product.

Working closely with the product owner, I helped connect development with the wider product organisation. I influenced prioritisation, MVP scope and discussions about the business model and technical direction, collaborating with engineering, marketing, sales and customer service.

Owned
Design transformation, research synthesis, UX, interface design and design-system implementation
Influenced
MVP scope, product direction and technical foundation
Collaborated
Another designer on the design system; product owner, engineering and business teams on delivery

03 / Organisational enablement

Build UX capability around the product.

Transforming the portal also required a shared understanding of UX. I created and delivered internal UX education for a cross-functional audience spanning executive leadership, product, technology, marketing and sales. The sessions reached senior leadership, including the CEO, as well as the teams shaping and communicating the service.

Across two to three sessions, I connected user needs and business goals with discovery, research, MVP definition, validation and delivery. This helped bring research into planning earlier and created a shared language for broader collaboration around the customer experience.

Executive leadership
to delivery teams
CEO & leadershipProductTechnologyMarketingSales
Technical constraintsWhat is possible
User needsWhat is valuable
Business goalsWhat is viable

Shared product direction

2–3 sessions

UX education connected research, planning, MVP definition and delivery across the organisation.

Explanatory reconstruction created for this case study from supplied project material.

04 / Process & approach

Simplify the product before asking it to scale.

  1. 01

    Understand the service behind the interface

    Customer and market research, stakeholder input and service knowledge exposed where customers needed support and where the organisation absorbed complexity.

  2. 02

    Frame a smaller, stronger core

    The portal was broken into modules and reduced to a focused MVP scope the team could validate and build.

  3. 03

    Validate while the product moved

    Concepts and prototypes were refined while the MVP developed. Continuous migration created a live learning loop rather than a single handover.

  4. 04

    Create a shared delivery foundation

    A design system aligned the rebrand with reusable patterns while product–engineering collaboration supported a more maintainable technical direction.

  1. DiscoverCustomer needs
  2. DefineShared strategy
  3. PrioritiseFocused MVP
  4. DevelopPrototype & test
  5. DeliverBuild & migrate
  6. LearnIterate in use
Explanatory reconstruction created for this case study from supplied project material.

05 / Key design decisions

Turn transformation into manageable product choices.

  1. 01

    Prioritise the core service

    Problem / insight
    The legacy portal’s breadth made usability and delivery difficult to improve at once.
    Decision
    Reduce the first release to essential customer tasks and separate the service into modules.
    Design / deliverable
    A focused MVP scope, modular information architecture and prioritised flows.
    Why it mattered
    The team could validate and launch a useful foundation before extending the offer.
  2. 02

    Learn during migration

    Problem / insight
    A big-bang replacement would delay feedback and increase risk.
    Decision
    Migrate customers continuously and improve the product as evidence accumulated.
    Design / deliverable
    Tested prototypes, iterative releases and an evolving migration experience.
    Why it mattered
    Real use could inform the product while customers moved platforms.
  3. 03

    Build a common product language

    Problem / insight
    Design and engineering needed shared patterns to scale consistently.
    Decision
    Develop the design system collaboratively, then implement it directly in the product.
    Design / deliverable
    Reusable components, interaction patterns and a design-system foundation co-designed with another designer and implemented by Linnea.
    Why it mattered
    Future work gained a clearer, more maintainable base across design and code.

06 / Deliverables

A product foundation the organisation could build on.

01

Product direction

  • Customer and market research findings
  • MVP framing and prioritisation
  • Product and technical recommendations
02

Experience design

  • Modular information architecture
  • Core customer journeys and prototypes
  • Tested portal interface
03

Delivery system

  • Final UI for the MVP
  • Collaboratively designed system implemented by Linnea
  • Migration and iteration support
Edenred design-system colour scales, states and selected components.
A common product language

The design system was developed with another designer and implemented by Linnea in the product, linking the rebrand to reusable patterns and delivery.

Shared design · Direct implementation

07 / Selected product evidence

A modular portal designed for self-service and growth.

The MVP focused the portal on core customer tasks, organised the service into modules and established reusable patterns for continued development. Customers migrated continuously while the team refined the experience.

One selected product view is shown here as evidence of the resulting modular structure. The transformation story sits in the research, prioritisation and organisational work that made this interface possible.

Edenred Benefits company profile in the MVP portal, with modular company information, contact and address sections.
MVP company profileA selected MVP portal screen from the transformation work, showing the modular self-service structure. Linnea led the design transformation and most of the product-design work.

08 / Impact

From a legacy portal to an evolving product.

Increased self-service and fewer customer-service enquiries were objectives; no numerical reduction is claimed without supporting data.

Customer impact

A focused MVP gave customers a clearer route through core benefits-administration tasks.

Business impact

The MVP launched and customers migrated continuously to the new platform.

Product & organisation impact

Research entered planning earlier, while a shared UX language, modular architecture and design-system foundation supported continued development.

09 / Reflection

What I took from this project

Transformation becomes practical when product scope, customer value, organisational understanding and delivery constraints are shaped together. Simplifying the first release created room for both learning and long-term ambition.