Empowering Turkey’s E-commerce Ecosystem by Redesigning the Ticimax Admin Experience

At a Glance

• Client: Ticimax

• Service: Product Studio (User Research, UX Strategy, UX/UI Design)

• Focus: Admin Panel / SaaS Dashboard

• Impact: Serving thousands of merchants & 18+ years of legacy features

Introduction

Since 2006, Ticimax has served as the backbone of Turkish e-commerce, providing the infrastructure for more brands than any other provider in the region. With nearly two decades of growth, their platform offers immense functionality. However, the complexity of managing thousands of features created a steep learning curve for merchants.

Ticimax partnered with Switas Product Studio to undertake a complete strategic overhaul of their Admin Panel. Our mission was to transform a feature-heavy legacy system into a modern, intuitive, and efficient workspace that empowers merchants to manage their businesses effortlessly.

The Challenge

Redesigning the backend of a market leader presents a unique set of challenges compared to consumer-facing sites:

1. Legacy Complexity: We had to organize 18 years' worth of accumulated features and modules without removing critical functionality.

2. Diverse User Base: The design needed to cater to everyone from small business owners managing their first store to enterprise teams handling massive catalogs.

3. Operational Efficiency: For merchants, the admin panel is a daily tool. The primary goal was to reduce the time spent on routine tasks (product entry, order management) and lower the cognitive load.

The Process: Research-Led Strategy

Unlike a standard visual update, this project was grounded in deep discovery.

• User Interviews & Research: We conducted extensive interviews with actual Ticimax merchants to identify pain points, bottlenecks in their daily workflows, and "feature blindness" caused by cluttered menus.

• Strategic Simplification: Based on the data, we restructured the Information Architecture (IA). We grouped related functions logically, making navigation intuitive rather than memorization-based.

• Data-Driven Decisions: We prioritized high-traffic areas like the "Order Dashboard" and "Product Editor," optimizing them for speed and clarity.

The Solution

Switas Product Studio delivered a comprehensive UX/UI design system that modernized the Ticimax infrastructure.

• Modular Dashboard Design: We created a customizable dashboard that gives merchants an at-a-glance view of their most critical metrics (sales, traffic, pending orders) immediately upon login.

• Optimized Navigation: A clean, collapsible sidebar and a powerful global search function allow users to jump between complex modules in seconds.

• Enhanced Data Tables: We redesigned how data is viewed—introducing smart filters, bulk actions, and clearer visual hierarchies to make managing large inventories significantly easier.

• Modern Visual Language: We moved away from the legacy look to a clean, accessible, and professional UI that reduces eye strain during long working hours.

The Impact

By placing the merchant experience at the center of the design process, we helped Ticimax future-proof their platform.

• Increased Productivity: The new workflows significantly reduce the number of clicks required to complete core tasks.

• Reduced Learning Curve: The intuitive interface makes onboarding new employees easier for merchants, reducing the need for extensive support tickets.

• Scalable Design System: Ticimax now possesses a flexible UI kit that allows them to add new features in the future without cluttering the interface.