Case Study
How a website nobody owned became the company's growth engine
I took a revenue-critical website that nobody owned and turned it into a governed, coherent growth engine driving 90% of the company revenue.
built and led the team from a one-person start
from Awwwards, CSS Awards and Best Career Page in Poland
What I walked into
Netguru was one of the largest tech companies in Poland. The website drove roughly 90% of revenue. And nobody owned it.
It was kept alive by whichever designers or engineers happened to be between client projects that week, told to fix a bug or "improve something," with no plan, no roadmap, no team. Underneath sat thousands of pages tied to different teams, built across HubSpot, Ruby on Rails, React, and plain HTML, with no owner and no clean lever to pull.
What I found
The real problem wasn't a broken screen. It was organizational. A revenue-critical channel with no owner, no design system, no documentation, and no single source of truth.
Nothing about it was ready to scale. Adding people to a product with no shared definition of itself doesn't make it faster, it multiplies the inconsistency: more pages, more patterns, more opinions, less coherence. Foundations first, then headcount.
A clean rebuild was off the table. The business ran on this website in real time. So: how do you change a tire on a moving car?
The call
My instinct was to start with the data, not the homepage, which is the last place you experiment on a site the business runs on in real time. Analytics pointed somewhere else entirely: dozens of long-tail SEO landing pages, ignored by everyone, already pulling real traffic and conversion. That is where the design system started. Not as a rebuild, but as the handful of components those pages actually needed.
We shipped fast, measured what moved, and let the results make the argument. From that proof, scope only grew as far as each result earned it.
What I owned
I started as a one-person operation with no plan handed down, and scoped the work myself.
I built the design system out from there, using Figma and Zeroheight, a single source of truth for engineers, designers and marketing. I hired and led designers, engineers, QAs and project managers. With time I expanded it into a fully operational internal studio and introduced an automated, transparent brand governance process wiring Figma, Canva and Slack together, so everything carrying the Netguru logo stayed on brand.
Then I started the rebrand and rolled it out across a 60+ person marketing team. Nobody handed me that mandate. I earned it, one proven result at a time.
What changed
mobile conversion, from a robust CRO playbook
conversion on key landing pages, which also reached the top 3 on Google
conversion on the Careers page after redesigning the journey
Established the design system and workflows that kept a growing team consistent.
Built a governance model that made a 60+ person marketing org look like one brand.
Rebranded every touchpoint at 1,000-person scale, in a couple of months.
Product Design Manager
Apr 2019 β Apr 2022 Β· 3 years
Won Awwwards (Mobile Excellence), CSS Awards (Website of the Day) and Best Career Page in Poland '22- Owned website growth: the roadmap, the A/B tests and the tech stack
- Led a company-wide rebrand across a 60+ person marketing team
- Built and scaled a team from 1 to 10, owning hiring and performance
- +136%mobile conversion, from a robust CRO playbook
- +106%conversion on the Careers page, after redesigning the journey
- 90%of company revenue driven by the website I owned and scaled
