— PROJECT NAME
Uplift & Design System
— ROLE
Head of Product Design
— DATE
2024-2025
Between 2024 and 2025, I led a major UX/UI uplift of a large-scale enterprise web application, transforming both its usability and visual design.
This initiative included establishing a scalable Figma-based design system, implementing a design token approach, and introducing advanced UI patterns that significantly improved clarity, efficiency, and overall user satisfaction.
At the core of this transformation was a robust design system built in Figma. Leveraging advanced features—components, typography and color styles, tokens, and variables—we enabled the platform to support dynamic theming (light and dark modes) with full consistency across the product.
By applying an 8pt spacing and sizing grid, we ensured the interface was visually balanced, scalable, and adaptable to future product needs.
Previously, users had to open multiple tabs to compare campaigns.
I introduced a new "Comparative View," allowing seamless switching between levels (Insertion Order, Package, Line Items) within a single page—eliminating workflow disruption and enabling side-by-side analysis.
New contextual flyouts surface pacing, charts, and campaign details without disrupting workflow. They give users quick insights at the right moment, always in context.
Redesigned list views with pacing pills, sortable interactive columns, and clean visual hierarchy, making data scanning faster and more intuitive.
The new design system transformed how both designers and developers work day to day. By standardizing components, tokens, and variables, we reduced inconsistencies and eliminated repetitive design decisions. This accelerated design-to-development handoff, allowing engineers to build with greater confidence and fewer errors.
For the product team, the system enabled faster iteration, predictable patterns, and scalable theming across complex workflows. For end users, it translated into a clearer, more intuitive experience—whether in light or dark mode—building trust and confidence in the platform.
Now, with Figma introducing its AI capability through Figma Make, we’ve taken this foundation one step further. By integrating our system into AI-powered designed workflows, we’ve entered an exciting new era where product design becomes even more intelligent, adaptive, and scalable.
Clarity and consistency in light mode, powered by a systematized design foundation.
Seamless adaptability in dark mode, ensuring scalable experiences across themes.
System-driven flyouts that flex effortlessly between light and dark, maintaining usability and balance.
A structured variables framework that fuels scalability and innovation behind the scenes.
