One design system across four product brands
Leading design across an in-house product suite — the product UX, the system underneath it, and the brand language on top of it.
- Role
- UI/UX Lead
- Duration
- Nov 2024 — 2026
- Scope
- Product, system, brand
- Brands
- Four in the suite
The problem
A suite of in-house products built at different times by different teams accumulates inconsistency the way a house accumulates extension cords. Each product had its own patterns, its own components, its own answers to problems the others had already solved. Nobody had decided it should be that way — it just happened.
The cost shows up twice: engineering rebuilds the same table for the fourth time, and a user moving between two products in the same suite has to relearn where everything is.
Product design
- Owned end-to-end UX for the in-house products and their admin panels — user flows, information architecture, wireframes, prototypes and dev-ready specs.
- Built one structured design system used across every product in the suite, replacing per-product inconsistency with a single shared component library.
- Redesigned complex admin and back-office flows into simpler, repeatable patterns — the screens the operations team lives in all day, which almost never get design attention.
Brand and growth
- Brand strategy and visual direction for GammaPlus, GammaPlay, GammaSweep and GammaMatch.
- Design direction across website, social and podcast — one visual language running through every channel rather than four that happen to share a logo.
- Product marketing campaigns and funnel journeys designed with the marketing team, to drive awareness and acquisition.
What I took from it
A design system is only half a design problem. The other half is adoption: getting teams who are mid-sprint to use the shared component instead of the local one they already have. That's a leadership and communication job, not a Figma job — and it's the part that decides whether the system survives past the launch announcement.
Focus areas
- Design systems
- Admin & back-office UX
- Design leadership
- Brand & visual direction
- Marketing funnels