Impoqo — Case study

Overview

One platform, wearing twenty different faces

Impoqo is a made-to-measure commerce platform — a single engine that quietly runs wildly different stores, from a national telco (MTS) to electronics heavyweight Tehnomanija. As Lead Designer I owned its design and led a small team, shaping a system 20+ brands could make their own, serving 500,000+ shoppers a day.

My north star: make every store feel handcrafted for its brand, while a single platform did the heavy lifting underneath.

The challenge

Every client wants it to feel like theirs

That's the trap of a white-label platform: a sports retailer, a DIY chain, a telco and an electronics giant all want a store that feels unmistakably theirs — but you can't hand-build each one from zero and still ship on time.

Different catalogs, different customers, different brand worlds — one codebase. The work was designing a system elastic enough to bend into any of them, fast to launch and sane to maintain as the client list kept growing.

Approach

Flexible by design, led with a steady hand

Two jobs at once: make the platform bend gracefully, and keep a growing team rowing in the same direction.

Design for difference

Components and patterns that reshape to each brand's identity without ever breaking the underlying system.

Lead the team

Set direction, reviewed work and mentored three designers — so quality kept pace with the client list.

Build on real behavior

Worked with data analysts to turn how people actually shop into features clients wanted to launch.

Outcome

From one platform to twenty brands — and a team that grew with it

Impoqo went on to power 20+ stores and 500,000+ daily shoppers. I shipped flagship experiences like MTS GO and the Tehnomanija store, and grew a design team that could keep up with demand — my first real taste of leading, not just designing.

20+

brands on one platform

500k+

shoppers every day

designers I led

Multi-channel

retail & telco

Some work shown is from public client launches (MTS, Tehnomanija); other screens are representative.

One engine. Twenty storefronts. Half a million shoppers a day.