Icomms
Icomms is a modular, multi-tenant web application developed for Philip Morris in collaboration with Dinamica Studio. It was created to streamline internal communication, training, and content delivery by serving three distinct user groups through independent yet connected sub-apps. These include tools tailored for sales representatives across Italy, IQOS retail locations and staff, and area managers and team leaders. All three sub-apps are seamlessly managed under a unified backend system, ensuring efficient coordination and a cohesive user experience across the platform.
Description
I played a cross-functional role encompassing product design, UX/UI, and front-end development, working closely with the client team throughout the project. My work began by gathering and analyzing briefs to define key features and align business objectives with user needs. I designed wireframes at various fidelities and crafted the complete UI for both the user-facing applications and the CMS backend. To ensure visual consistency and streamlined development, I developed a comprehensive design system including icons, visual components, and interaction guidelines. I also created dashboards focused on analytics, user engagement, and gamification elements such as points, badges, and rankings. Collaboration with front-end and back-end developers was key, particularly in building React components styled with Styled Components and supporting automated testing with Cypress. Throughout each sprint, I ensured the interface remained consistent and usable, while also supporting design implementation and quality assurance. Additionally, I served as the design liaison with product managers and stakeholders to keep the project aligned and on track.Problem
Philip Morris needed a unified yet adaptable communication system to support various internal roles, each with specific needs and levels of content access. The requirements included scalability across multiple teams and regions, a modular content structure, real-time analytics, and a gamified user experience to boost engagement. Additionally, they sought a CMS that balanced powerful functionality with ease of management. The main challenge was to develop a complex product capable of serving multiple audiences without fragmenting the overall experience or increasing the burden of management.Solution
We designed and developed a multi-tenant architecture featuring three dedicated sub-applications that share a core infrastructure and design system. The platform offers a categorized content hub for news, documents, videos, and resources, alongside a personalized user profile area that includes saved content and gamification statistics. Administrators benefit from a comprehensive analytics dashboard, while a fully custom CMS enables fast and flexible content creation. Leveraging AWS microservices and a pay-as-you-go model, the platform significantly lowered infrastructure costs and streamlined deployment pipelines. Our team also provided ongoing support to Philip Morris’ product managers, assisting in refining features, improving workflows, and accelerating the release of new versions.Impact
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Enabled centralized communication across thousands of users in different operational roles
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Reduced server costs through scalable cloud infrastructure (AWS microservices, pay-per-use)
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Improved delivery speed and version management for product updates
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Fostered stronger engagement through gamified UX and analytics tracking
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Provided long-term design and dev support to the internal PM team at Philip Morris
