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How do you sell 50+ cloud services through one consistent experience? Designing a unified service pattern for a complex B2B control panel — and getting three disciplines to actually use it.
Role
UX / Product Designer (owned the pattern end-to-end)
Company
Selectel, one of the largest independent cloud providers in the region: IaaS, dedicated servers, managed Kubernetes, security and AI products inside one control panel.
Team
cross-functional: backend platform team, product managers, fellow designers, engineers
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Context
Selectel's control panel offers dozens of services across very different domains — compute, storage, networking, security, AI. Each had grown its own way of being presented, ordered, provisioned and managed. For users, the same action felt different from one service to the next. For teams, every new service meant reinventing flows from scratch.
Problem
High uncertainty and no shared standard. Ordering flows were fragmented across services, responsibilities overlapped between teams, and there was no single source of truth for "how a service should behave in the panel." The cost landed on both sides: a confusing experience for users, and slow, duplicated work for the org.
Process
1
Research
Audited every existing way services are presented and ordered across the panel, mapping the variations and where they diverged.
2
Concept
Designed a single pattern — from how a service appears in navigation to unified flows for ordering, connecting and managing it — covering the full information architecture and its edge cases.
3
Align
Pressure-tested the concept with the team that owns the services backend and with product teams as domain experts.
4
Present & iterate
Ran an internal presentation for designers and PMs, gathered feedback, and refined the pattern.
5
Enable
Wrote documentation and shipped ready-made templates and components so each discipline could self-serve.
Solution
One pattern, three audiences:
— Product managers get documentation on when and how to apply it.
— Designers get ready-made templates instead of starting from a blank canvas.
— Engineers get ready-made components.
The same service now looks and behaves consistently everywhere it appears — in
navigation, ordering, and day-to-day management.
Result
- Unified `[N]` fragmented flows into one reusable pattern.
- Cut design-and-build time on routine service tasks (adopted by `[N]` teams / services).
- Simplified the launch of new services and made the experience consistent for users.
What this case shows
- Systems thinking — I design patterns, not one-off screens.
- Cross-functional leadership — I aligned backend, product and design around one standard.
- Design that ships — docs, templates and components others actually reuse.