BECS
Empowering Business Growth
Project in Short
Client
PacketFront Software I BTB
Project Type
Redesign of a telecom network management system
Duration
November 2024 – Mars 2025
Team Setup
Product Owner
Senior Product & Service Designer
Solution Architect
Developers
Tools
Figma
Languages Used
Swedish & English
Platform Focus
Prioritized desktop interface due to time constraints and user context.
The Need
​BECS was a legacy network management system, critical to PacketFront’s operations and its customer base. The interface was outdated, inconsistent, and difficult to use, which caused operational inefficiencies, high onboarding time, and a reliance on manuals and external support.
Key challenges​
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High cognitive load and complex navigation
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Inefficient workflows disconnected from users’ mental models
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A rigid tree navigation tied to legacy functions, limiting scalability
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No scalable design system, increasing maintenance costs
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Business stakeholders (CTOs) demanded automation for cost efficiency, while end users (network engineers) felt threatened by it
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Non-compliance with WCAG 2.1 AA accessibility standards
My Role & Responsibilities
​As the Senior Product Designer, I led the UX and UI workstreams and was responsible for delivering a scalable, user-centered design solution aligned with PacketFront’s product and business strategy.
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Analyze user needs and business goals
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Lead discovery, synthesis, and UX strategy
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Facilitate stakeholder and user workshops
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Design workflows and interaction models
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Create a modular design system for scalability
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Ensure accessibility (WCAG 2.1 AA compliance)
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Conduct usability testing and iterate prototypes
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Collaborate with development for smooth implementation
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Drive cross-functional communication with marketing, sales, and product
Impact & Results
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40% reduction in onboarding time
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0% reliance on manuals during usability tests
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Increased user confidence and trust
Business Impact
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Reduced friction in sales and evaluation phases
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Clearer product positioning improved adoption
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Faster future development with scalable component library
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Reduced dependency on PacketFront support teams post-sale
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Increased customer satisfaction, lowered churn risk
Process & Methods
I applied a user-centered, agile design process, structured around discovery, ideation, prototyping, validation, and delivery.
Discovery / Define
The goal was to understand user needs, map current pain points, and align the team on product vision and priorities.
Methods
Stakeholder Interviews / Product Vision Workshops
User Interviews (Tech sales, Network Operators, Product Managers)
UX Audit (Heuristic evaluation of the legacy system)
Customer Journey Mapping
Jobs-To-Be-Done Analysis
Value Proposition Canvas
Impact Mapping (to align goals, users, actions, deliverables)
Scalability Planning (for future modular packaging)
Card Sorting (for information architecture)
Outcome
We identified three core functional areas that were critical for users to efficiently manage their daily operations: Inventory Management, Firmware Upgrades, and Troubleshooting.
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These areas were initially prioritized by the client for modular packaging and sales opportunities. However, through user research, Jobs-To-Be-Done analysis, and customer journey mapping, it became clear that separating these functions into individual, purchasable modules would create friction and frustration for users.
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Users needed seamless access to all three functionalities in order to complete their core daily tasks without unnecessary interruptions or additional purchases. By splitting these into separate modules, we risked compromising the user experience and reducing the system’s overall efficiency and value.
Strategic Recommendation
All three functional areas were repositioned as part of the "core offering", ensuring that essential workflows were fully supported out-of-the-box. Additional features and advanced modules could then be added on top, based on each customer’s specific needs and business context.
Segmentation for Scalable Modularization
During the discovery phase, it became clear that the redesign was not just about modernizing the interface. One of the most important strategic insights was the need to identify a common denominator across different user groups. By analyzing user needs through Jobs-To-Be-Done frameworks and user journey mapping, we uncovered that different user roles had distinct day-to-day workflows, yet they shared a core set of functionalities critical to their daily operations.
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This insight led to a new approach in segmenting the user base, which became essential for scaling the product through modular offerings. Rather than segmenting based on traditional customer tiers or company size, we focused on segmenting by user goals and operational tasks. As a result, the core product offering was defined to include the essential modules (Inventory Management, Firmware Upgrades, and Troubleshooting), while additional features could be packaged and scaled according to specific organizational needs.
Cross-functional Insights & Alignment
We also discovered a critical gap between two key customer stakeholder groups
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Business Stakeholders (Buyers/CTOs): Focused on cost-saving and scalability, motivated by automation to reduce staffing and onboard more customers.
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Network Engineers (End Users): Responsible for evaluating the product’s usability, skeptical about automation due to concerns over job security and fear of losing control of network operations.
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Additionally, PacketFront’s existing implementation process required extensive support, often a month-long effort post-sale, which further eroded user trust in the system’s ease of use.
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I led cross-functional workshops with Sales, Marketing, and Product teams to address these conflicting perspectives and align messaging and product positioning. The insight led to a refined communication strategy emphasizing empowerment and control rather than automation replacing human expertise.
Before The Redesign of BECS - Telecom Management System
Discovery of how bad the system's Accessibility was
Presentation of WHY the modular business model needs to improve
Presentation of who we should prioritize
Ideate / Prototype
The goal was to generate solutions, design workflows, and create prototypes for user testing.
Methods
Brainstorming & Brainwriting workshops
Task Flows & Interaction Mapping
Wireframing & Low-fi Prototypes
UX Writing refinement and language standardization
Prototyping in Figma
Outcome
During ideation and prototyping, we uncovered hardcoded architecture dependencies that made fundamental changes to the tree navigation structure impossible without alienating existing users. The operation table functions were tightly bound to this navigation, posing a major migration challenge.
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We focused on
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Labeling improvements and clarified navigation terms, using industry-standard language rather than internal jargon
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Progressive disclosure patterns to reduce cognitive overload in legacy structures
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Multiple sketching rounds and prototypes, balancing legacy familiarity with modern UX best practices
Workshops and Low-fidelity Sketching with my team
The start of a library in Figma
Important components in the design library
Validation / Delivery
Usability Testing with both legacy customers and potential new users
Task Success Rate Measurement
WCAG 2.1 AA Accessibility
Component Library Delivery in Figma
Developer Handoff and Implementation Guidelines
Design System Foundations & Cross-functional Workshops
Early in the design system process, we aligned branding and technical feasibility. Marketing had established a font, but it needed validation for SaaS use across Europe and the US.
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Primary font readability and fallback font strategy
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Cross-browser support: Chrome, Firefox, Safari, Edge
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Grid & Layout system optimized for desktop, with future tablet/mobile scalability
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WCAG 2.1 AA compliant color palettes for accessibility
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Accessibility considerations: visual impairments, ADHD, cognitive challenges
Key Design Decisions
Desktop-first focus due to NOC environments
Unified Core Functionality Offering: Inventory, Firmware, Troubleshooting
Segmentation by Jobs-To-Be-Done for modular product strategy
Modular Design System with scalable components
Progressive Disclosure to ease cognitive load
Accessibility (WCAG 2.1 AA)
Terminology standardization and UX Writing refinement
Communication Strategy: reframing automation as empowering engineers
Migration planning balancing legacy familiarity with scalable modern UX
People aren’t only made of logic and action, they are also full of
feelings, intuition, emotions and memories. That’s what to keep
in mind when designing products.
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Measured User Testing Outcomes
Impact & Results
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40% reduction in onboarding time
-
0% reliance on manuals during usability tests
-
Increased user confidence and trust
Business Impact
-
Reduced friction in sales and evaluation phases
-
Clearer product positioning improved adoption
-
Faster future development with scalable component library
-
Reduced dependency on PacketFront support teams post-sale
-
Increased customer satisfaction, lowered churn risk
Recommendations to PacketFront
To ensure continued success and scalability of the BECS platform, I strongly recommend maintaining clear design governance as the system evolves. Regular usability validation should be an integral part of future iterations to verify that design decisions continue to align with user needs and business goals.
Additionally, it’s crucial to establish a structured migration strategy for existing customers. While I delivered the foundation for this plan—including user workflows, interaction patterns, and a scalable modular approach—the actual migration will require careful execution to avoid disrupting current operations.
I also recommend hiring a dedicated product designer who can take ownership of the design system, continue to refine the migration plan, and collaborate closely with product and development teams to ensure consistent, user-centered design across future releases.
Reflection & Learnings
Redesigning BECS was a complex and rewarding challenge that reinforced the importance of early alignment between design, technology, and marketing. Working within the constraints of a legacy system meant balancing the need for modern usability with the reality of deeply ingrained workflows and technical dependencies.
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One of the key learnings was the necessity of a well-planned migration strategy that respects existing users' workflows while introducing improvements that increase efficiency and clarity. By focusing on scalable design solutions and delivering a clear migration framework, we laid the groundwork for a seamless future transition.
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The project also demonstrated how cross-functional collaboration—especially between product, development, sales, and marketing—ensures a holistic approach to solving user and business challenges. Acting as a design lead in this environment emphasized the critical role of design leadership in bridging the gap between strategy and execution.