Design System & Page Builder Kit

Product, marketing, and merchandising were all shipping pages under tight timelines with no shared patterns to build from. A page went through a design queue, then an authoring queue, then an engineering queue, often 1–2 weeks or more before it shipped, and every one-off solution it produced along the way became something somebody else had to maintain later.

I built the system in Figma around a shared design-token system, then worked with engineering to implement each module as a reusable, production-ready template rather than a one-off build. Each module ships with its own constraints and usage guidelines baked in, so the guardrails travel with the component instead of living in a separate review step.

Every module is documented across its real breakpoints, not just a desktop mockup: desktop, desktop-fluid, and mobile layouts, each with height variants for how much space a given placement actually has to work with. A team dropping a module into a page isn't guessing how it holds up outside the happy path.

The kit now runs 150–200 modules deep, down to things like a region-specific cookie consent modal built for Western Europe's legal requirements, not a curated showcase set that only handles the easy cases. Some of it carries real shipped campaign copy, like an ambassador partnership bio or an abandoned-cart nudge, pulled from production, not written for a deck.

The page-builder kit turns that module library into something teams use directly: pull modules into a page, arrange them, publish. No design ticket, no authoring ticket, no engineering ticket, no queue.

• Before: design queue → authoring queue → engineering queue → launch, 1–2+ weeks per page
• Now: a marketer or merchandiser assembles the page from the kit directly, in days

150–200 modules doesn't mean every campaign fits the kit on day one. When a request needs something genuinely new, it still gets designed and built as a one-off, but the goal every time is for it to graduate into the kit afterward instead of becoming a precedent nobody tracks. That's the difference between the kit growing and the one-off pile growing back.

Marketing, merchandising, and regional site teams build inside the system instead of filing a request and waiting on a queue. The bigger shift is where decisions live: brand, accessibility, and performance calls get made once, in the module, and hold for every page built after, instead of getting relitigated on every campaign that comes through.