OP Design System
2024-2025
When Objective Platform set out to build their marketing measurement SaaS platform, speed and flexibility were crucial. But without a design system in place, the product quickly began to suffer from inconsistent visuals, duplicated work, and inefficiencies between design and development. To support the platform’s growth and professional feel, I tasked myself with the design system project from the ground up — one that would unify the product’s look and feel, streamline collaboration, and scale alongside new features.
The challenge
As Objective Platform developed their marketing measurement SaaS platform, the absence of a design system quickly became a bottleneck. The product was being built with ad-hoc styles and one-off components, leading to visual inconsistencies, inefficient collaboration between design and development, and slower delivery of new features. The challenge was to create a scalable design system that would unify the product’s look and feel while supporting the platform’s rapid growth.
I was responsible for defining, designing, and implementing the design system from the ground up, ensuring it met both design and engineering needs.
The process
Step 1
Understand the problem
The first thing I did when I got hired was getting a walk through the app and take screenshots of every inconsistency that I spotted. I did design audit and took notes on which components are the most essential to this app.
Step 2
Internal alignment
I scheduled the meetings with the Product Owner, Salesperson and Dev Lead to understand what is the current technical scope of the app and where our users see the biggest issues according to the feedback so far.
Step 3
Design
With the list of the requirements regarding the product, for example how to tie it up with the brand guidelines, I started to work on design. From quick sketches, colors and types to wireframes and prototypes.
Step 3
Testing
I presented some flows redesigned according to the new system to selected users of the platform in order to gather feedback and identify pain points.
Step 4
Documentation
I built the design system on atomic design principles, ensuring complex components were broken into reusable parts, and aligned naming in Figma with code for smooth collaboration between design and development.
Step 6
Reiteration
As the product grew, the system was introduced in implemented step by step and ocassionally it was necessary to revisit, expand and readapt the system to the users needs and feedback.
The result
The design system brought clarity and cohesion to the platform’s interface, reduced design and development time, and improved scalability as new features were added. It created a single source of truth for both designers and developers, enabling Objective Platform to move faster while maintaining a polished and consistent user experience.
