We seamlessly rebuilt the platform behind Microsoft's retail digital experience program, end to end: from infrastructure and content engine to the management system, running on a large-scale device network worldwide.
The original platform ran on technology Microsoft was phasing out, on a fixed decommission timeline with no room to slip.
The core technical challenge was the content engine: a complex logic system that decides, in real time, what content to display on each device based on the data it reports. It had to be rebuilt entirely while preserving its exact production behavior across a large fleet of active devices in stores worldwide, with zero downtime, zero regressions, and without retailers or end users ever noticing.
The project also required coordinating multiple internal Microsoft teams alongside the retailers themselves, who needed to retain control over how their content is displayed inside their own stores.
We redesigned the infrastructure, services, and data pipelines behind the program at global scale, focused on reliability, security, and efficiency for the volume of concurrent traffic the system handles.
We rebuilt the logic engine that determines, in real time, what content should be shown on each device based on the data it reports. It's a critical point in the system: any change in behavior translates directly into the in-store experience.
We implemented security across every layer of the application, given the volume and sensitivity of the data flowing between devices, the content engine, and the management system.
We were responsible for the full technical implementation: architecture, development, QA, and DevOps.
The impact went beyond the platform itself, a better experience for Microsoft's team, more control for retailers, and a faster, more reliable experience for shoppers everywhere.
Today, it's the standard most major retailers run on.
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