Scaling Installation Services Content Management

Coolblue

My role

Product designer

The team

PM, Installation Services, Engineering

Duration

2 weeks

Product Context

Installation Services content at Coolblue was managed through an internal CMS used to maintain service attributes, product-specific requirements, and customer-facing USPs across multiple product categories. As installation services expanded, content became increasingly difficult to manage. Information was distributed across multiple tools and lacked a clear structure, making it challenging to maintain accurate and consistent customer-facing content. This project explored how installation service content could be restructured to create a more scalable and maintainable foundation for managing service information.

My contribution

As Product Designer, I partnered with stakeholders from the Installation Services domain, product management, and development. I analyzed the existing CMS landscape, mapped content relationships and workflows, identified operational bottlenecks, and developed concepts for managing service attributes and customer-facing USPs more effectively.

Challenge

The existing setup lacked a logical structure for managing installation service content. Customer-facing USPs depended on multiple content sources and service attributes, making them difficult to maintain consistently. Managing content often required navigating across different tools and workflows, creating unnecessary complexity and limiting scalability. The challenge was to design a simpler and more structured approach that improved maintainability while supporting future growth.

Challenge

a black and red abstract design with lines

Discovery

To understand why installation service USPs were difficult to manage and maintain, I started by analyzing how service information was created, structured, and distributed across the existing CMS landscape. The discovery focused on understanding how USPs were connected to installation service attributes, where content dependencies existed, and what prevented the current setup from scaling efficiently.

Discovery

Research methods

USP management audit

Reviewed how installation service USPs were created, maintained, and linked to product classifications.

Attribute mapping

Mapped installation service attributes and their relationship to customer-facing USPs to understand dependencies and opportunities for automation.

Workflow analysis

Analyzed the existing USP management process to identify manual steps, maintenance overhead, and content inconsistencies.

Opportunity mapping

Analyzed the existing USP management process to identify manual steps, maintenance overhead, and content inconsistencies.

Research methods

USP management audit

Reviewed how installation service USPs were created, maintained, and linked to product classifications.

Attribute mapping

Mapped installation service attributes and their relationship to customer-facing USPs to understand dependencies and opportunities for automation.

Workflow analysis

Analyzed the existing USP management process to identify manual steps, maintenance overhead, and content inconsistencies.

Opportunity mapping

Analyzed the existing USP management process to identify manual steps, maintenance overhead, and content inconsistencies.

Analyzing the Existing USP Ecosystem

Current state analysis

Before exploring solutions, I analyzed how installation service USPs were created, maintained, and connected to service attributes across the existing CMS landscape. The goal was to understand why managing accurate USPs had become increasingly complex and identify opportunities to create a more scalable and maintainable approach.

Key findings

Fragmented content management

USP-related information was distributed across multiple tools and systems.

No clear content structure

Relationships between service attributes and customer-facing USPs were not always transparent.

Manual maintenance effort

Managing and updating USPs required multiple steps across different locations.

Limited scalability

The existing setup made it difficult to efficiently support future service additions and content growth.

photography of astronaut standing beside rock formation during daytime

Solution

To address the complexity of the existing setup, I redesigned the USP management experience around a clearer relationship between installation service attributes, product classifications, and customer-facing content. Rather than managing USPs across multiple disconnected tools and workflows, the new approach established a more centralized and structured system for creating and maintaining installation service information. The redesign focused on improving maintainability, reducing manual effort, and making it easier to manage accurate USPs at scale as installation services continued to evolve.

Design principles

Single source of truth

Reduce fragmentation by creating clearer ownership and relationships between service attributes and customer-facing USPs.

Simplified management workflows

Reduce the number of steps required to create, maintain, and update installation service content.

Scalable content structure

Enable future service additions without introducing unnecessary complexity into the CMS.

Improved content consistency

Ensure customer-facing USPs remain accurate and aligned with underlying installation service requirements.

Solution

Design principles

Single source of truth

Reduce fragmentation by creating clearer ownership and relationships between service attributes and customer-facing USPs.

Simplified management workflows

Reduce the number of steps required to create, maintain, and update installation service content.

Scalable content structure

Enable future service additions without introducing unnecessary complexity into the CMS.

Improved content consistency

Ensure customer-facing USPs remain accurate and aligned with underlying installation service requirements.

— Product Manager, Installation Services

“Before, updating installation service content often felt like navigating a maze. The new structure gives us a clear and scalable way to manage USPs.”

Outcome and impact

The new CMS structure simplified how installation service USPs were managed and maintained. By creating clearer relationships between service attributes and customer-facing content, the solution reduced operational complexity, improved content consistency, and established a scalable foundation for future growth.