Unified type, color, and motion into one kit applied across 7 surfaces without a redraw each time.
See the full storyProof of work
The product had grown inconsistent enough that users felt the friction before they could name it, and every team had its own idea of the right pattern. I led the research to find where it actually hurt, then the redesign that fixed the causes rather than the symptoms.
Unified type, color, and motion into one kit applied across 7 surfaces without a redraw each time.
The brand felt dated and drifted a little further apart on every surface it touched. I gave it a coherent identity flexible enough to survive contact with real work — type, color, and motion defined once and then applied, rather than reinvented per campaign.
Reworked the flow around what usability testing surfaced; task success rose from 33% to 53%.
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.
Componentized 17 patterns with usage guidance; 10 teams now design and build from one source.
Make the right thing the easy thing for every engineer I work with.
Off the clock
Practical bits
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