Openprovider Reseller Dashboard

A reseller dashboard used by 15K+ customers across English, Spanish, and Russian markets.

Years: 2022-2025
Role: Senior Product Designer
Output: Design system, 100+ screens, reseller flows

Challenge

Openprovider's reseller dashboard supports domain registration, billing, and reseller operations for 15K+ customers. Years of business logic, three language markets, and power-user habits shaped what the redesign could and could not touch.

Resellers run their own business on top of Openprovider. Every extra click multiplies across thousands of domains and millions of euros in billing each year. A wrong move on a checkout, a renewal flow, or a billing screen would not just frustrate users — it would cost the company real revenue and trust.

The redesign had to protect reseller speed while giving product and engineering a system they could use for every new page, in EN, ES, and RU, across desktop, tablet, and mobile.

Solution

I led the UX redesign and built the design system from the ground up.

Rather than ship a cosmetic refresh, I treated the design system as a delivery contract. Each pattern had to answer a real reseller question — how do I add a domain, how do I pay an invoice, how do I manage a customer — and survive translation, dense data, and small screens without breaking.

Multilingual dashboard patterns

I designed English, Spanish, and Russian interfaces around long labels, dense tables, validation states, and reseller terminology from day one. Localization stopped being a QA pass and became a constraint baked into the components.

Multilingual dashboard patterns

One system across devices

The component set covered desktop, tablet, and mobile flows for domain search, renewals, billing, account management, and admin-heavy pages. Resellers could finish urgent operations from a phone without losing access to power-user tooling on desktop.

Shared contract with engineering

I worked with 5+ engineers and product managers across the Netherlands and India. The component library, patterns, and decision docs cut repeated discussions and gave the team a stable delivery base for every new feature.

Execution

I designed the migration path with the final interface, not as a separate roadmap exercise.

Some flows could change fast. Others needed a slower path because resellers depended on muscle memory built over years. I separated users and workflows by risk, then redesigned the highest-value surfaces first — checkout, renewals, billing — where small wins compound into real revenue.

I started with basic styles and controls, then expanded into reseller-specific patterns. New pages stopped needing custom UI decisions for every table, form, empty state, or responsive breakpoint. Designers and engineers shipped faster with fewer review cycles.

Risk-tiered rollout

Quiet flows shipped first to surface system bugs. Mission-critical surfaces — billing, renewals, account admin — moved only when the system had proven itself on lower-stakes pages.

Risk-tiered rollout

Quiet flows shipped first to surface system bugs. Mission-critical surfaces — billing, renewals, account admin — moved only when the system had proven itself on lower-stakes pages.

Power-user defaults preserved

Keyboard shortcuts, batch operations, and dense tables stayed available. The new UI looked modern without forcing experienced resellers to relearn their daily routines.

Outcomes

15K+

Resellers on the new dashboard

−35%

Support tickets after redesign

+22%

Reseller checkout completion rate

The design system shipped to production and became the base for every new product page across desktop, tablet, mobile, EN, ES, and RU. Reseller workflows that used to require support hand-holding became self-serve, and the team kept delivering new features on the system long after the initial 4-month rollout.

Let’s build something useful together

Get in touch ↗rozhkov.dev@gmail.com LinkedIn ↗in/danil-rozhkov