TE Connectivity
Global Design System + E-Commerce Experience
Overview
Role: Lead Product UX Designer (Design Systems & Marketing Design)
Platform: Global E-Commerce System (B2B) – Web
Duration: 18+ months
Tools: Figma, Sketch, UserTesting, Analytics Suite
TE Connectivity is a global leader in sensor and connectivity solutions, operating across more than 150 countries with a complex product ecosystem serving engineers, manufacturers, and procurement teams. I led the UX design efforts to transform TE's global e-commerce platform and unify its fragmented product experiences across North America, Europe, China, and Japan.
Our mission was to streamline the digital experience, build a scalable design system, and enable consistent product discovery and ordering workflows across markets.
The Challenge
TE’s digital experiences had grown in silos — product pages, commerce tools, and navigation structures varied widely between regions, teams, and business units. Core issues included:
No unified design system or visual language
Inconsistent product search and filtering experiences
Redundant UX patterns are slowing design and development
Lack of personalization across key buyer journeys
TE needed a comprehensive UX strategy to support their scale, localization needs, and B2B user base — from individual engineers to high-volume procurement teams.
Project Goals
Create a unified global design system to support design consistency and development efficiency
Redesign the product discovery and ordering experience for technical users
Build localized experiences for China, Japan, and EMEA
Drive higher conversion, engagement, and self-service
Deliver scalable UX patterns across teams, systems, and content types
My Role & Key Contributions
As Lead Product Designer, I directed end-to-end UX strategy and design execution, partnering closely with Product, Dev, and Global Marketing teams. My contributions included:
What I inherited
Auditing the current experience — I began by auditing all of TE Connectivity’s web touch points. I discovered lots of great content, but it was fragmented, difficult to find, and disjointed.
UX Research & Testing
During our discovery, I collaborated with a researcher, content strategist, and product managers. I wanted to understand our user’s goals and desired outcomes, their content preferences, and now they currently engage with competitor sites and best-in-class destinations.
Led stakeholder and user interviews locally and across NA, EU, and APAC regions
Conducted task-based usability studies and analytics reviews
Delivered test reports with clear UX recommendations and design pivots
15 User Interviews 9 Stakeholder Interviews
2 Current State Journeys 4 competitor Audited
100’s Data points analyzed
Which entry point do we need to consider?
How can we build an assembly of products?
How often can new content be created?
What do you think competitors are doing well?
Which entry point do we need to consider? How can we build an assembly of products? How often can new content be created? What do you think competitors are doing well?
What is the number one reason why this initiative would fail?
Which journey's should we prioritize for MVP and why?
How can we create value in the pre-login?
What is the number one reason why this initiative would fail? Which journey's should we prioritize for MVP and why? How can we create value in the pre-login?
To what extent can we create new content?
How does this work tie into the native experience?
How can we ensure the AEM platform is efficient?
To what extent can we create new content? How does this work tie into the native experience? How can we ensure the AEM platform is efficient?
Synthesis — Insights & Opportunities
We were able to distill our findings into key themes, which would help guide any design decisions thereafter.
Design System Creation
Built TE’s global design system and component library to align teams across business units
Defined interaction models, visual standards, accessibility rules, and responsive components
Created a design playbook with reusable templates and documentation
E-Commerce UX Redesign
Led redesign of PDP, PLP, and search flows across 20M+ product records
Introduced filters for part variants, cross-referencing, parametric search, and lead-time visibility
Improved page performance, hierarchy, and microcopy for global audiences
Designed modular templates used across multiple TE verticals
Personalization & Localization
Created personalized dashboards and content recommendations by user role and location
Designed regional-specific UIs for China and Japan based on regulatory and behavioral differences
Developed market-specific flows for procurement, sample requests, and engineering docs
Business & User Impact
Reduced redundant UX debt across platforms by over 45%
Increased global consistency across 5+ product teams and 3 regional markets
Improved findability of product data, leading to a measurable boost in quote requests and sample orders
Cut design and development cycle time by over 50% using shared UI kits
Enabled marketing and product teams to self-serve design assets via system documentation
Summary
This initiative was a pivotal step in transforming TE Connectivity’s digital operations. Through a robust design system and
e-commerce redesign, I helped TE unify global teams, scale UX processes, and improve customer outcomes across highly technical, B2B experiences.
