07Global
Creating a scalable foundation for a multi-brand product.
A shared design foundation connected experience quality, cross-functional ownership and progressive adoption through live product work.
- My role
- Lead Product Designer
- Industry
- Media & entertainment
- Focus
- Design systems, Product quality
- Scope
- Multi-brand digital product
The short version
The case in three moves.
- Challenge
- A growing multi-brand product needed a clearer shared foundation for recurring design and engineering decisions.
- Leadership
- I built organisational support, established ownership and introduced the foundation progressively through live product work.
- Outcome
- The system improved consistency and made common experience decisions easier to reuse across the product.
01 / Opportunity
Consistency is an organisational problem.
Customer and team frustration had a common root. Foundational styles and content patterns varied across the product, while designers and engineers lacked dependable reusable components.
A shared product foundation therefore needed more than a library. Teams also needed common principles, clear ownership and a practical route for improvements to reach live experiences.
02 / Case
Connect customer quality to delivery value.
I documented inconsistencies and connected them to customer experience, repeated design work and engineering delivery. Rough product concepts helped leadership see what a more coherent experience could enable.
This created a broader reason to invest than visual alignment alone. The system could improve product quality while reducing the cost of decisions that teams were repeatedly making from scratch.
03 / Governance
Create ownership beyond one designer.
I initiated a reusable Figma library and trained designers to build and use components well. A senior designer with a strong interest in systems took ownership of the UI kit and worked directly with engineering leads.
A regular cross-functional group resolved issues, set guidance and communicated decisions. This reduced reliance on one leader while making the system part of product delivery rather than a parallel design initiative.
04 / Adoption
Prove the system through real product work.
The homepage became an early proving ground for components, libraries and tokens. Subsequent features used the updated system, creating a progressive rollout rather than a costly parallel rebuild.
Live design and engineering work shaped the visual direction and component guidance. Reuse improved consistency, reduced avoidable iteration and made it easier to scale solutions across brands and platforms.