TOV Furniture: How a Lean Cross-Functional Team Aligned Three Shopify Sites Around a Single Source of Truth with Noibu

How TOV Furniture aligned product, dev, UX, and customer service across three Shopify sites with Noibu

The lean ecommerce team began working  with Noibu to give every function the same view of what’s happening on the site — and ended the cycle of internal teams talking past each other.

• Customer: TOV Furniture
• Speaker: Daniela Ramírez de Céspedes, TOV’s Ecommerce Product Manager

Built around shared visibility from day one

TOV Furniture runs three distinct Shopify storefronts — retail, B2B, and rental — with a lean team responsible for keeping all of them performant, growing, and easy for customers to use. Daniela Ramírez de Céspedes, TOV’s Ecommerce Product Manager, owns the product roadmap across all three.

When TOV decided to invest in a new site monitoring platform in 2025, the goal wasn’t just to upgrade their tooling. It was to give every team — product, development, UX, and customer service — the same view of what was happening on the site. For a small team, that’s the difference between operating in sync and stitching together a different picture in every meeting.

The challenge: a platform built for analysts they didn’t have

Before Noibu, the data was there, but extracting actionable insight from it required dedicated analyst time the team didn’t have.

“We had a powerful platform, but it was built for teams with dedicated analysts who have the time and technical depth to extract value from it. As a lean team, we just didn’t have that bandwidth.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

The result was a tool that gave the team access to a lot of data in theory, but not the actionable insights they needed in practice. And only one part of the team could really use it. UI/UX, development, and customer service all needed visibility into the same site, but the existing platform wasn’t accessible enough for everyone to work from it.

That created a recurring tension between customer service and development. CS would surface a customer-reported issue. Dev couldn’t reproduce it. The conversation would stall.

“Not being able to reproduce something doesn’t mean it isn’t happening. It just means you don’t have the right visibility. We had real customers experiencing real problems, and our internal teams were essentially talking past each other because they were working from different incomplete pictures of the same situation.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

From hypothetical to concrete in a single POC

Daniela first met the Noibu team at Shoptalk in September 2025. The conversation got her attention, but what sealed the decision was the proof of concept that followed.

Running Noibu alongside their existing stack, the team started seeing issues that hadn’t been on their radar — JavaScript errors affecting product page interactions, performance problems on high-traffic pages — each one surfaced with revenue impact attached.

“It wasn’t a hypothetical pitch anymore. We could see real problems, ranked by revenue impact, that we hadn’t been fully seeing before. That made the decision straightforward.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

From quiet anxiety to a shared source of truth

Since rolling out Noibu, three things have changed about how TOV’s team works.

1. One source of truth across customer service, dev, and product

When customer service recently flagged a case where a shopper believed a system glitch had caused duplicate orders, the team went straight to Noibu. The QA engineer pulled up the sessions next to the order history and reconstructed what had actually happened: there was no glitch. The customer had completed the purchase twice across multiple browser tabs.

Without that visibility, the conversation would have looked very different. Customer service would have escalated. Dev would have looked for something to reproduce and found nothing. And the question of whether there was a real site issue would have stayed open.

“Before having this kind of visibility, there was always a quiet anxiety in the background. If a customer reports duplicate orders, how do you know it’s not a site issue? Noibu took that fear off the table. When something gets flagged, I can actually investigate it and know the answer, rather than just hoping nothing is wrong.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

That shared, objective source of truth has changed the rhythm of internal conversations across the team. What used to take a multi-day investigation now resolves in under an hour without much back and forth.

2. Issues TOV wasn’t actively looking for

Noibu also surfaces issues the team wouldn’t necessarily go looking for. A recent example: Noibu flagged TOV’s search results page as the slowest high-traffic page on the site. Customers experiencing it wouldn’t have called in. They would have just left.

“Without Noibu proactively surfacing it with traffic volume and load time data attached, we likely wouldn’t have known the scale of the problem or been able to make the case for prioritizing it.”

— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

3. Speed of cross-checking across three sites

TOV’s three sites serve genuinely different audiences and run on different models, so issues on one don’t always mirror issues on another. But having all three in one platform means the team can rule out cross-site impact in seconds — without switching tools or asking someone else to investigate.

“Even if the answer is usually that it’s site-specific, having that confirmation quickly matters. It removes a step and removes doubt.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

Data is data

For a lean team, the cost of debating data in long meetings is real. With Noibu, that conversation moves straight to what to do about the problem.

“Data is data. When something comes up now, we pull up the platform and everyone is looking at the same thing. The conversation moves straight to what we are going to do about it, rather than spending time arguing about what actually happened. For a small team, that shift in how we spend our time is significant.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

Visibility and partnership the team didn’t fully anticipate

TOV is still early in its Noibu journey, but the platform is already shaping the product roadmap — surfacing issues like the search page slowdown that the team can now prioritize with full context behind them.

Daniela also points to the Noibu team itself as part of the value. When she’s reached out about something she wanted to do on the platform, the response hasn’t been a workaround or a support ticket. It’s been a meeting to talk through how the product is evolving in that direction.

“We came in looking for a tool that was accessible to the whole team. What we got was that, plus a level of visibility and partnership we didn’t fully anticipate.”
— Daniela Ramírez de Céspedes, Ecommerce Product Manager, TOV Furniture

About TOV Furniture

TOV Furniture is a Miami-based, women-powered home furnishings brand founded in 2013 by Bruce and Chaya Krinsky. Built on the belief that great design belongs to everyone, TOV has grown from a basement idea into a trend-forward lifestyle brand with a loyal community.

TOV's motto says it plainly: Don't Be Boring. Every collection reflects that — bold silhouettes, confident palettes, tactile materials, and designs that help people make their spaces feel genuinely their own.

To serve a growing and diverse customer base, TOV operates three distinct Shopify storefronts:

• TOV Furniture — The flagship consumer retail experience, offering the full catalog direct to customers across all 50 states.
• TOV Trade — A dedicated B2B storefront built for interior designers, architects, and trade professionals.
• TOV Rentals — A rental-focused storefront expanding access to TOV's design-forward pieces for flexible living and staging.

Internally, TOV runs on close cross-functional collaboration — product, development, UX, and customer service all working in lockstep to deliver a seamless experience across every channel.