Information architecture redesign

Context

Realpad's core B2B workflow is deal processing - how developers move a project from setup through payments and close. Complexity had grown faster than clarity.

Problem

Information appeared in the wrong place and moment. Users needed heavy guidance for routine steps. In SMB segments and new markets, simpler competitors were winning evaluations.

My role

Product Lead on information architecture and redesign: research, prototyping, and migration planning with design.

Constraints

• Migrated customers: Self-onboard from an older product shape without a support tsunami.
• B2B learning curve: Workflows are inherently complex; the goal was less friction, not fake simplicity.
• Delivery timing: I left Realpad shortly before the redesign shipped.

What I did

• Partnered with design on ideation, prototypes, user research, and competitive workflow benchmarks.
• Reframed deal processing as IA-first, not a feature checklist.
• Planned onboarding for migrated tenants; used AI-assisted exploration for faster layout and copy iteration.

Key decisions

• IA before features: Fix structure and timing of information, not add more panels.
• Migration path as product requirement: Redesign is not done if legacy customers cannot switch alone.

Result

Redesign was ready to ship; I did not see it go live after my departure. The work targeted sales risk in SMB and new markets and reduced dependence on success calls for basic deal steps.

What this shows

Simplifying complex B2B workflows so customers depend less on manual guidance - the same thesis as operations work, applied to core product UX.