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EDRA Publishing / Digital Commerce / Product Strategy

Helping professionals find the right book, then keep learning.

Redesigning how healthcare professionals discover specialist books, evaluate clinical knowledge, purchase educational content, and continue learning after checkout.

My marketing work focused on attracting the right professional audience. The next product challenge was what happened after the click: could visitors recognize relevant titles, evaluate them confidently, and use their digital books after purchase?

I led the redesign around that journey, prioritizing discipline-based discovery, product evaluation, and ongoing reading utility. A more flexible platform also gave the U.S. business greater control over changes and merchandising.

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Live EDRA Publishing homepage, captured November 2026.

Company
EDRA Publishing US LLC
Product
B2C ecommerce and digital learning platform
Launch
September 2026
Tools
Base44, Figma, Photoshop
Role
Product Strategy, UX/UI, Ecommerce Experience, Growth & Operations
Audiences
Dentistry, Veterinary Medicine, Human Medicine
Status
Live product

The product is live. Read the measurement section for the post-launch evidence and the distinction between shipped features and incremental growth.

01.The Challenge

Valuable books were in stock, but too hard to discover.

EDRA Publishing serves specialized healthcare professionals with books authored by recognized experts across Dentistry, Veterinary Medicine, and Human Medicine.

The existing store ran on PrestaShop, with technical management coordinated by the company's Italian team.

Although the team fulfilled operational requests, the geographic separation and communication dependencies limited how quickly the U.S. business could respond to new commercial opportunities, test customer experiences, and introduce product improvements.

At the same time, valuable titles were sitting in warehouse inventory without receiving sufficient visibility.

The underlying issue was broader than the storefront's appearance: the business needed a faster way to connect its specialist catalog with customer demand.

The business challenges

  1. 01

    Limited operational agility

    Website changes depended on coordination with another team and time zone, making rapid experimentation and local decision-making more difficult.

  2. 02

    Fragmented product discovery

    Three distinct professional audiences needed to navigate a broad specialist catalog without unnecessary complexity.

  3. 03

    Underexposed inventory

    High-quality publications could remain undiscovered even when potentially relevant to customers.

  4. 04

    Disconnected customer experience

    A conventional ecommerce transaction did not fully capitalize on the opportunity to provide ongoing digital value through educational content.

  5. 05

    Need for integrated intelligence

    Customer behavior, product demand, promotions, and inventory availability needed to inform better merchandising decisions.

The product opportunity

Create an ecommerce experience that connects the right professional audience to the right clinical content, at the right point in their journey, while giving the business better information and greater control over execution.

02.My Role

I connected the acquisition work with the buying experience.

My contribution extended beyond visual design.

I worked across business needs, product architecture, customer journeys, interface design, operational integrations, merchandising strategy, and performance measurement.

I approached the platform as an interconnected product: the customer-facing experience, the commercial strategy, and the operational processes needed to support one another.

Areas of ownership

Product strategy

Identifying the business opportunity, defining the customer experience, and prioritizing improvements around discovery, conversion, and customer engagement.

Customer experience and UX/UI

Designing the information architecture, discipline-based navigation, homepage experience, product discovery, product evaluation, and digital reading journeys.

Ecommerce and monetization

Developing the experience for bundles, promotions, personalized product relevance, and complementary-product discovery.

Operational integration

Connecting inventory availability and order-related processes with the customer-facing storefront.

Analytics and growth

Using sales, behavior, demand indicators, and ecommerce performance data to guide merchandising and product decisions.

AI-assisted product development

Using Base44 and AI-assisted workflows to translate business requirements, product architecture, and design decisions into implemented digital experiences.

03.The Strategy

I prioritized professional relevance over an undifferentiated catalog.

The first strategic decision was to organize product discovery around the actual professionals EDRA serves.

A dentist browsing restorative dentistry titles has different needs from a veterinarian researching companion-animal neurology or a medical professional seeking clinical reference material.

A single undifferentiated catalog could not provide the most relevant experience to all three.

I prioritized a homepage and navigation model built around three clearly identifiable professional disciplines:

  • 01

    Dentistry

  • 02

    Veterinary Medicine

  • 03

    Human Medicine

The experience was designed to help visitors recognize the relevant section of the catalog within approximately five seconds.

Evidence note: That was a UX design objective, not a measured performance result.

The personalization strategy

For returning and registered visitors, the platform was designed to adapt product discovery around their known interests.

Rather than requiring users to repeatedly navigate a large catalog, the experience can surface more relevant professional topics, publications, and collections.

This connects user segmentation to a practical product goal: reducing the effort required to discover relevant educational content.

The strategic hypothesis

If the platform presents the most relevant publications earlier in the journey and reduces friction in product evaluation, customers may be more likely to explore additional titles and complete purchases.

If the platform also provides useful digital reading tools after checkout, customers have additional reasons to return.

Evidence note: These are product hypotheses. They are not represented as statistically validated conversion or retention improvements.

04.The Solution

I redesigned the steps from finding a book to using it.

01.Discovery

Make professional relevance immediately visible.

The same homepage hero adapts its campaign, color and titles to Veterinary Medicine and Human Medicine, while the catalog keeps discipline filters one click away.

The redesigned homepage organizes the bookstore around the needs of Dentistry, Veterinary Medicine, and Human Medicine audiences.

Clear discipline navigation, editorial hierarchy, search, product collections, and flexible promotional hero treatments help customers discover relevant titles.

The page can accommodate targeted campaign takeovers while preserving access to the core professional categories.

My product decision

Prioritize audience relevance before displaying the entire catalog.

Growth objective

Improve product discovery and reduce unnecessary browsing friction.

Measurement opportunities · not achieved results

  • Discipline selection rate
  • Homepage-to-category click-through rate
  • Product discovery time
  • Product listing engagement
  • Search success rate

02.Product evaluation

Give customers enough information to make a confident decision.

Product page for The Art of Oral Surgery: original cover, paper and ebook options with ISBNs, stock status, and the Look inside preview alongside the author video tab.

Specialist publications represent meaningful investments for professional buyers.

The product page was therefore designed around clear pricing, trusted product information, recognizable book covers, and straightforward purchase options.

A healthcare professional evaluating a specialist book needs to understand its relevance, format, contents, and purchase conditions before committing.

The implemented experience includes

  • Original book cover presentation
  • Author information
  • Paper and ebook options when available
  • ISBN information
  • Product descriptions
  • Stock status
  • Book previews and excerpts
  • Author video content where available
  • Wishlist and cart actions
  • Shipping, returns, and secure checkout information
  • Relevant product-set offers

My product decision

Reduce uncertainty during evaluation without overwhelming customers with unnecessary interface elements.

Growth objective

Support informed purchase decisions and reduce unnecessary friction between product exploration and checkout.

03.Merchandising and conversion

Turn complementary titles into relevant offers.

Example from a captured live offer: a three-book veterinary bundle displaying its combined value, bundle price, and 44% savings. A time-limited offer captured in November 2026, not a permanent price or a conversion performance result.

A major commercial opportunity was identifying ways to make existing inventory more relevant and accessible.

The new platform supports curated specialist collections, bundled offers, promotional pricing, stock visibility, and direct purchase actions.

Rather than forcing customers to add every item individually, the bundle experience allows an entire complementary set to be placed in the cart with one action.

The interface communicates

  • The titles included
  • Individual product information
  • Combined value
  • Bundle price and displayed savings
  • Availability
  • Genuine promotional deadlines
  • A clear purchase action

My product decision

Connect relevant specialist topics through offers that are useful to buyers while creating opportunities to increase product exposure and basket value.

Growth objective

Improve relevant cross-selling, product attachment, and average order value.

Measurement opportunities · not achieved results

  • Bundle click-through rate
  • Bundle add-to-cart rate
  • Bundle purchase conversion
  • Average order value
  • Products per order
  • Revenue from complementary titles

04.My Library

The customer relationship should continue after checkout.

The product experience extends into a personalized digital library.

Users can access supported educational content, organize books, continue reading, review recent activity, and monitor reading progress.

The dashboard includes

  • Discipline-based collections
  • Continue-reading functionality
  • Reading progress
  • Reading streak tracking
  • Recent activity
  • Notes and highlights indicators
  • Related reading suggestions
  • Navigation to purchased or available digital content

Evidence note: This is a designed retention mechanism. It is not claimed to have already improved retention without cohort data.

My product decision

Treat digital ownership and ongoing learning as part of the core customer journey rather than a separate utility.

Growth objective

Create recurring product utility and strengthen long-term customer engagement.

05.Integrated ebook reader

Make digital content useful beyond the transaction.

The EDRA reader: chapter navigation on the left, highlighting toolbar on selected text, and reader tools with private notes on the right.

The integrated reader brings educational content directly into the user's digital environment.

The product combines a commercial transaction with an ongoing educational experience.

Visible capabilities include

  • Chapter and section navigation
  • In-document search
  • Reading progress tracking
  • Highlights
  • Private notes
  • Bookmarks
  • Reading controls
  • Read-aloud functionality
  • Navigation back to the user's library

My product decision

Increase the value customers receive after purchasing digital content by giving them practical tools for professional study and reference.

Growth objective

Encourage repeat product usage, improve the digital experience, and create opportunities for future relevant content discovery.

05.Systems & Integration

Product experience is only as strong as the operations behind it.

Improving the storefront required connecting customer-facing decisions with the business systems responsible for inventory, merchandising, fulfillment, and customer communication.

A visually sophisticated ecommerce interface has limited value if availability is inaccurate, fulfillment information is delayed, or products are promoted without considering demand.

The EDRA ecosystem connects the storefront with inventory and warehouse information, supporting more current availability indicators and more coordinated operations.

Demand-informed merchandising

The merchandising approach considers several business signals:

  • Website product views and browsing behavior
  • Ecommerce sales and product demand
  • Inventory availability
  • Seasonal opportunities
  • Google Search demand indicators
  • Amazon-related sales and engagement data
  • Relationships between topics, specialties, and publications

These signals inform automated or assisted decisions about product visibility, relevant offers, and merchandising priorities.

Customer service and fulfillment

Integrated processes also support:

  • Order processing workflows
  • Shipment and tracking information
  • Customer notifications
  • Service-response organization and prioritization
  • More timely operational visibility

My product decision

Connect product experience, business intelligence, and operations rather than treating them as isolated departments.

Business objective

Reduce repetitive work and enable faster, more informed commercial decisions.

Relationship with the EDRA Media LLC SaaS

The customer-facing ecommerce platform is connected to a broader internal operations ecosystem.

However, the internal SaaS has its own dedicated portfolio case study covering Amazon Vendor workflows, warehouse management, accounting conversion, operational dashboards, and marketing attribution.

Explore the EDRA Operations SaaS

06.Growth Strategy

Designing the entire customer lifecycle, not just checkout.

  1. 1

    Acquisition

    Customers discover EDRA through paid advertising, email campaigns, search, editorial content, and related professional channels.

  2. 2

    Activation

    Customers identify their professional discipline and find a relevant publication or collection.

  3. 3

    Conversion

    Product previews, transparent format choices, contextual offers, and streamlined cart actions support the purchasing journey.

  4. 4

    Retention

    The personal library, ebook reader, reading progress, and useful educational content create reasons for customers to return.

  5. 5

    Expansion

    Related titles, specialist collections, bundles, and relevant recommendations create opportunities for additional purchases.

  6. 6

    Measurement

    GA4 and business intelligence connect customer behavior with decisions about experience, content, merchandising, and marketing investment.

The product principle

Acquisition brings customers to the platform. Product relevance helps them discover value. A strong digital experience supports conversion. Continued utility creates reasons to return.

Evidence note: This is the growth model behind the product, not proof that every stage has achieved its target performance.

07.Key Decisions

The decisions behind the interface.

Decision 01

Speed of execution versus centralized dependency

The U.S. business needed greater agility without compromising its existing commercial operations.

Moving to an AI-assisted, flexible product environment reduced dependence on externally coordinated website changes and supported faster local iteration.

Decision 02

Commercial visibility versus professional credibility

EDRA's audience consists of healthcare professionals who evaluate specialized publications carefully.

The experience needed to make offers and product recommendations commercially effective while preserving authentic covers, author credibility, accurate information, and clear purchase terms.

Decision 03

Immediate sales versus long-term customer utility

A conventional bookstore focuses primarily on conversion.

The integrated digital library and ebook reader extend the product into post-purchase engagement, making the platform useful beyond an isolated transaction.

These choices demonstrate how product strategy balances business performance, usability, trust, and long-term value.

08.Results & Evidence

The product is live. Incremental growth remains to be established.

The rebuilt ecommerce experience launched in September 2026.

In its first seven weeks, from approximately September 22 to November 9, 2026, GA4 recorded:

15,701
Page views

GA4 · Sep 22 – Nov 9, 2026

5,537
Active users

GA4 · Sep 22 – Nov 9, 2026

43 sec
Average engagement time per active user

GA4 · Sep 22 – Nov 9, 2026

39,788
GA4 events

GA4 · Sep 22 – Nov 9, 2026

That works out to roughly 2.8 page views and 7 GA4 events per active user.

How to read these numbers

  • Source: GA4 reporting, captured in November 2026.
  • GA4 events are not completed purchases, and not every event is a meaningful user interaction.
  • These figures describe post-launch activity. Measuring the lift in conversion, revenue, or retention needs a longer window and cohort data, which is the next measurement step.

Historical commercial context

Store records for June 1 through September 21, 2026 showed:

Paid orders
77

Methodology: These figures combine legacy-store activity and a small number of early new-store transactions. They are historical context, not a clean pre-launch control group. The legacy payment statuses had not all been independently reconciled, so they are not used to calculate a before-and-after sales lift.

What the evidence demonstrates

  • A live platform serving three professional audiences.
  • Discovery, bundles, the digital library, and the ebook reader are shipped.
  • Customer engagement and ecommerce activity are tracked in GA4.
  • Next: attribution, conversion tracking, and cohort analysis to quantify the incremental commercial impact.

09.Next Steps

The next phase is measurement-led optimization.

Building the product was the first milestone. The next is using reliable behavioral and commercial data to prioritize the strongest growth opportunities.

Recommended product experiments include:

  1. 01

    Personalized discovery

    Compare discipline-based and interest-based experiences using category engagement, product views, and downstream purchase behavior.

  2. 02

    Product evaluation

    Measure how book previews, author videos, and format selection affect product engagement and purchasing decisions.

  3. 03

    Bundle effectiveness

    Compare curated bundle offers with standalone product discovery using add-to-cart rates, purchase behavior, and revenue per eligible visitor.

  4. 04

    Digital retention

    Track library activation, reading activity, return visits, and repeat purchases using appropriately defined customer cohorts.

  5. 05

    Attribution quality

    Improve consistency between ecommerce orders, GA4 purchase events, and marketing acquisition data.

Evidence note: These are recommended next experiments, not claims that controlled tests have already produced positive results.

10.What I Learned

From selling books to building a connected product experience.

The EDRA Publishing project demonstrates how I approach digital product development.

I began with a business challenge: valuable specialist inventory, limited operational agility, and a customer journey that needed to better reflect the needs of different professional audiences.

I translated that challenge into an integrated platform connecting product discovery, ecommerce, merchandising, digital reading, customer experience, and business intelligence.

The result is a live product with 5,537 GA4 active users in its first seven weeks, with the measurement foundation to keep improving it.

For me, Growth Product Management means connecting what the customer needs, what the business needs, and what technology can realistically deliver, then turning that understanding into an experience that can be measured and improved.
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