A case study on designing for scale — how I helped Dotidot, one of Europe's fastest-growing marketing automation platforms, turn UX into a high-performing engine.
Client
Dotidot.io
Year
2023 — Now
Responsibilities
design system — ux — ui
The Mission
Since 2023, I’ve been leading product design at Dotidot, a Prague-based performance-marketing automation platform trusted by leading eCommerce brands like Alza, DrMax, CZC, Notino, and more. The company helps automate feed management, PPC campaigns, dynamic ads across Google, Meta, marketplaces, and data-driven decision-making — all powered by smart automation and seamless integration.
Setting the Stage
With tens of millions in marketing budgets running through Dotidot, the platform needed to be scalable, reliable, and agile. It delivers feed exports and campaign management at scale across 50+ countries — but internally, the design team lacked the infrastructure to match that growth trajectory.
In early 2023, I joined to help build a future-proof visual and data-driven design foundation, and align the UX/UI flow with Dotidot's ambitious product roadmap.
Leading the Transformation
From the ground up, I created and implemented a robust design system — the Dot Design System — aligned with Dotidot's rebrand and prepared for multi-channel, multi-theme scalability. By enabling designers and stakeholders to work directly with real components instead of wireframes, we cut multiple design cycles — replacing drafts with pixel-perfect, replicable patterns.
This system wasn't just a UI kit — it’s fully token-based, leveraging the Token Studio plugin for Figma to define all visual decisions (spacing, typography, colors, components) with precision. This approach streamlined design-to-dev handoff and gave us granular control over every design decision. It also synced with engineering through consistent documentation and a clear handoff structure that minimizes rework.
Elevating Design Process & Delivery
We restructured team workflows to better connect product discovery, research, data, and design handoff into a unified loop. Concepts now start with user insights — gathered from Microsoft Clarity, internal reports, and direct research — and evolve into UI that aligns with real user needs. This clarity drives intuitive UX patterns that perform across Dotidot’s automation-focused platform.
Together with the development team, we actively refined how we collaborate and manage handoff. This included updates to internal processes, building a custom annotation toolkit in Figma, and organizing file structures to ensure every design deliverable includes exactly what's needed for efficient development and deployment. The result is a highly efficient process that accelerates delivery and reduces costs — by making every step smarter, faster, and more predictable.
Driving Impact & Business Outcomes
Before the design system, creating new UI screens or testing new features often took multiple rounds and revisions. Now, with component-and pattern-driven design, designers can assemble pages rapidly. Delivery speed has increased significantly, and dev rework — especially around repeatable patterns — is drastically reduced.
At a higher level, the system reduces redundancy, keeps interfaces consistent across Dotidot's core modules (feed management, campaign automation, etc.), and prepares the platform to scale across country-specific variants or future sub-brands.
My continued collaboration with engineering — from refining feedback loops to evolving the component library — ensures that every release reflects thoughtful, research-driven UX. Combined with ongoing user data, our experience improves with every iteration.
"Martin built our entire design system from the ground up with remarkable speed and precision. His technical expertise completely transformed our design workflow - we now build wireframes directly from high-fidelity components, which has dramatically accelerated our development process. What sets Martin apart is his ability to just sit down and deliver, especially during critical pushes. After years of working together, he continues to solve complex design challenges and eliminate inconsistencies that had plagued us for too long. His combination of technical skills, clear communication, and relentless work ethic makes him an invaluable asset to any design team."
Šimon Jůn
COO at Dotidot
Why It Matters
Dotidot thrives on measurable performance: increasing CTRs by several dozen percent, boosting conversion rates significantly, and saving clients hours of manual campaign setup. Behind the scenes, our design system powers a faster, smarter product workflow — enabling the team to ship high-quality UI at speed, launch new features smoothly, and stay ahead of global growth demands.
In short: I didn't just design screens — I helped architect a scalable design engine built for automation, scale, and long-term success.
