Unified type, color, and motion into one kit applied across 8 surfaces without a redraw each time.
See the full storyProof of work
Content and design had drifted apart, so the interface said one thing and the words said another and users trusted neither. I brought the copy into the design work — one voice, decided once — and the product finally sounded like it knew what it was.
Unified type, color, and motion into one kit applied across 8 surfaces without a redraw each time.
The flow looked fine in review and tested badly with real people, which is the gap that costs the most to find late. I owned the usability work through several rounds — watched where people stalled, changed one thing at a time, and stayed on it until the numbers moved.
Designed in the team's real components; 10 flows shipped matching the file, with no reinterpretation.
Handoff was where good design went to die — engineers reinterpreted every spec and the shipped thing never quite matched the file. I closed the gap by designing in the same primitives they built with, so what I handed over was buildable as drawn rather than a suggestion.
Rebuilt the flow around the first real win; early drop-off fell 30% without adding a feature.
Bring craft and measurement to work that usually gets neither.
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