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Alex Smorodin

Product design lead

Making complex B2B software easier to use.

I'm Alex. I bring product design and ownership together, from understanding customer problems to shaping practical workflows and supporting delivery.

Based in Auckland, New Zealand

Selected work

Cyncly (formerly SoftTech)

Dealer

Web quoting and configuration for window and door dealers. A new web product using the established V6 desktop system as its backend.

Product scope: The wider product covered 200+ screens across dealer, supplier, support and licensing interfaces, alongside reports and emails.

My contribution

Product design from customer exploration and interviews through pilot onboarding, adapting established V6 workflows for the new web product.

Product Designer · Approximately 2–3 years

View Dealer project

Keep the table. Bring the detail closer.

Clients needed to inspect options outside editing. I explored how to expose that detail while retaining the table used for printed quotes and purchase orders.

Dealer quote-item design with expandable specification groups beneath table rows.Inspect image and full context
Expandable rows group specification details beneath the relevant quote item. Design reference; the original includes multiple example states.

The detail remains attached to the table item. It uses more space, but answers a real review need without discarding the printable structure.

Cyncly (formerly SoftTech)

V6

Desktop configuration and quoting software for windows and doors. Built in Delphi, with business logic closely coupled to its interface.

Product scope: More than thirty years of established workflows, with extensive customer-specific customisation.

My contribution

Visual and navigation design, informed by customer and support concerns and refined with developers, QA and feedback.

UX/UI Designer · Approximately 6–8 months

View V6 project

A simpler menu, with room for familiar navigation.

Replacing the ribbon seemed a useful simplification. Pilot feedback changed the decision to preserve a choice of navigation modes.

V6 frame-editor design with a compact menu, product structure, properties and a technical frame drawing.Inspect image and full context
The frame-editor design places the drawing within a workspace of product structure and tools. Design reference; it does not show the navigation preference setting.

The compact menu sits above the drawing and surrounding tools. This design reference gives workspace context; the settings choice comes from the pilot account.