Systems Design
The platform layer other teams build campaigns on top of, composable modules with governance built in, not bolted on.
Live Converse.com components built from the design system
As Converse scaled globally, campaign and content velocity kept climbing, but every new landing page, seasonal drop, and regional variant was still competing for the same design and engineering time. One-off builds were quietly compounding into technical and design debt nobody owned. I led the design and ongoing evolution of a system and page-builder kit that let teams assemble pages from proven, pre-approved patterns instead of building each one from scratch.
Teams across product, marketing, and merchandising were shipping pages and promotional experiences under tight timelines with no shared patterns to build from. That pushed everyone toward one-off solutions, each with its own quirks, its own accessibility gaps, and its own maintenance burden nobody had budgeted for.
One-off page builds, no shared system
The brief wasn't "build a component library." It was to give teams a way to move faster without brand integrity, usability, or performance becoming someone else's problem to catch later.
The design system is built around composable modules that work across page types without custom design or engineering for every instance. Each one ships with its own constraints and usage guidelines, so teams can move fast without quietly drifting from brand, accessibility, or performance budgets.
Composable, pre-approved modules
The page-builder kit extends that system: a way to assemble full pages from approved modules instead of reaching for a one-off build. Governance lives in the modules themselves, not in a review queue somebody has to staff.
The system and page-builder kit became the default way teams ship campaign and content pages, not the exception when there was time to do it properly. Marketing and merchandising build inside the system instead of filing a one-off request, which pulled routine page work out of the design and engineering queue and into hands that already knew the constraints.
The bigger shift was where decisions live. Instead of re-litigating brand, accessibility, and performance on every campaign, those calls live in the modules once and hold for every page built after. The system evolves; individual pages don't have to.