Pernod RicardCase 02 · Ecommerce

Building Product Design from 0→1 while integrating Drinks&Co after acquisition.

Uvinum was becoming Drinks&Co after being acquired by Pernod Ricard. At the same time, the business needed a stronger marketplace experience, integration with Bodeboca, and a design foundation that could scale to future acquisitions. I was hired to create the Product Design / UX function and lead that change.

RoleUX Manager
ScopeDesign function · Product integration · Ecommerce experience · Design system
Team3-person design team · hiring, interviews and team direction
Drinks&Co marketplace design
The strategy

Build capability while the business keeps moving.

The challenge was bigger than a redesign. I had to create the team and operating model while defining a product direction for a marketplace going through rebrand, acquisition and integration.

I set up hiring, workflows and design rituals; defined a strategy and vision plan; and created stronger bridges between Design, Marketing, IT, SEO and Business.

Build the functionHire the team, introduce workflows, critique, rituals and clearer ownership.
Create shared directionUse research and prioritization to define the next 12–24 months, not just the next screen.
Design for scaleBuild reusable patterns and a stronger foundation for integration and future growth.
What changed

A design function, a clearer product direction and a reusable system.

0→1Product Design / UX function
3person design team
22Mmarketplace visits per year
Responsive content unit
Content unit — reusable behavior across desktop and mobile.
Page-level design system example
Page-level example — systemized modules working together in the marketplace experience.

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What I learned

Product integration is as much an organizational-design problem as a UI problem.

The leverage came from building the team, the rituals and the collaboration model at the same time as the product. When those systems improved, the product work moved faster and with more clarity.

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