Paweł CzerskiUX & Interaction Designer

Context

Procter & Gamble needed a modern, flexible platform to support its corporate presence globally—from pg.com and all its regional variants to countless campaign and initiative pages. The aim was to move away from rigid legacy systems toward a lightweight, scalable foundation that could evolve with the company’s digital brand and content strategy. This platform needed to support localization, easy content management, and brand consistency across a wide range of use cases.

Challenge

Technically, the project was straightforward with the right people in place. The complexity came from the organizational landscape: multiple teams, agencies, and stakeholders, each with their own responsibilities and priorities, operating within different organizational silos.

Our engineering team worked directly with the client in Warsaw, while branding and content direction came from an external agency in the US. That agency, in turn, worked with P&G’s senior management, introducing an entangled web of cummunications channels and detaching the design decisions from technical input. At the same time, another external team was expected to eventually take over platform maintenance, adding more moving parts to align.

Navigating this landscape meant addressing challenges such as:

• Adapting high-level design concepts from an external agency that didn't always align with web standards or technical constraints
• Clarifying roles, deliverables, and priorities across multiple stakeholders to define clear project goals and accountabilities
• Scaling the engineering team quickly while designing and building the platform on a tight schedule

Despite these challenges, we kept the platform grounded in practical design and development realities, ensuring a high-quality result.

My Role

Though originally hired as a UX consultant, I quickly took on broader responsibility for the success of the project. I led the effort end to end—from initial planning and technical architecture through implementation, stakeholder communication, and team coordination. My responsibilities included:

• Defining the product and platform architecture
• Designing the full content model for the headless CMS
• Coordinating work across internal and external teams
• Implementing key parts of the front-end codebase
• Providing UX feedback and alignment between design and engineering

This hands-on leadership role required both strategic oversight and practical problem-solving to keep the project on track and the product coherent.

Outcome

The final solution was a custom-made site builder based on React, integrated with a headless CMS that became the backbone for P&G's corporate presence.

The platform was lightweight, adaptable, and easy to maintain, providing solid core for content teams, flexibility for web developers, and consistency for the brand. Despite the organizational hurdles, we delivered a strong, well-considered product that met both business and technical goals.