Website Redesign
Greenlight's website was becoming a primary acquisition channel, but the overall system was outdated in design innovation and technology. I was hired to lead what became a multi-year website redesign spanning brand evolution, design systems, motion, experimentation, and crossfunctional delivery across Brand, Product, and Engineering. The goal and result was evolving a marketing site into a scalable, system-driven web platform.
ROLE
As Digital Design Director, I led the development of shared design foundations, component governance across Figma, CMS, and code, and an incremental rollout strategy that allowed the site to modernize in production while staying aligned with product timelines.
STRATEGY + APPROACH
01
Site audit + experimentation
02
System foundations
03
Incremental redesign + rollout
04
Experimentation and iteration
MY WORK INVOLVED
Design systems
Motion design
UX/Visual
CMS architecture
Accessibility
Website Redesign
Greenlight's website was becoming a primary acquisition channel, but the overall system was outdated in design innovation and technology. I was hired to lead what became a multi-year website redesign spanning brand evolution, design systems, motion, experimentation, and crossfunctional delivery across Brand, Product, and Engineering. The goal and result was evolving a marketing site into a scalable, system-driven web platform.
ROLE
As Digital Design Director, I led the development of shared design foundations, component governance across Figma, CMS, and code, and an incremental rollout strategy that allowed the site to modernize in production while staying aligned with product timelines.
STRATEGY + APPROACH
01
Site audit + experimentation
02
System foundations
03
Incremental redesign + rollout
04
Experimentation and iteration
MY WORK INVOLVED
Design systems
Motion design
UX/Visual
CMS architecture
Accessibility
Website Redesign
Greenlight's website was becoming a primary acquisition channel, but the overall system was outdated in design innovation and technology. I was hired to lead what became a multi-year website redesign spanning brand evolution, design systems, motion, experimentation, and crossfunctional delivery across Brand, Product, and Engineering. The goal and result was evolving a marketing site into a scalable, system-driven web platform.
ROLE
As Digital Design Director, I led the development of shared design foundations, component governance across Figma, CMS, and code, and an incremental rollout strategy that allowed the site to modernize in production while staying aligned with product timelines.
STRATEGY + APPROACH
01
Site audit + experimentation
02
System foundations
03
Incremental redesign + rollout
04
Experimentation and iteration
MY WORK INVOLVED
Design systems
Motion design
UX/Visual
CMS architecture
Accessibility
01
Site audit + experimentation
Understanding the system before redesigning the surface
When I joined Greenlight to lead the redesign, the rebrand was in transition, design leadership was evolving, and the marketing site lacked a unified system. Nearly 90% of the site was hard-coded, Figma files were disconnected from production, and we had lofty growth goals without a clear baseline for performance or accessibility. Rather than rushing into visual redesign, we focused on understanding the real constraints of the platform so we could define a path forward, cut to our unique reality.
Learning our situation
Legacy constraints
Most of the site was hard-coded, with limited reuse and growing tech debt, making large-scale redesigns risky without first addressing the foundation.
Design ≠ production
Figma files, design components, and live code had fallen out of sync, creating inconsistencies and slowing down collaboration across teams.
High stakes, live traffic
The website remained a critical acquisition channel, meaning changes had to improve clarity and performance without disrupting what already worked.
The outcome
Using this understanding phase to our advantage, we exposed important systemic gaps and clarified how the site could evolve safely before the redesign was set in stone.
01
Site audit + experimentation
Understanding the system before redesigning the surface
We established a shared foundation—organizationally and systemically—that enabled the website redesign to scale without introducing new inconsistency.
Learning our situation
Legacy constraints
Most of the site was hard-coded, with limited reuse and growing tech debt, making large-scale redesigns risky without first addressing the foundation.
Design ≠ production
Figma files, design components, and live code had fallen out of sync, creating inconsistencies and slowing down collaboration across teams.
High stakes, live traffic
The website remained a critical acquisition channel, meaning changes had to improve clarity and performance without disrupting what already worked.
The outcome
Using this understanding phase to our advantage, we exposed important systemic gaps and clarified how the site could evolve safely before the redesign was set in stone.
01
Site audit + experimentation
Understanding the system before redesigning the surface
When I joined Greenlight to lead the redesign, the rebrand was in transition, design leadership was evolving, and the marketing site lacked a unified system. Nearly 90% of the site was hard-coded, Figma files were disconnected from production, and we had lofty growth goals without a clear baseline for performance or accessibility. Rather than rushing into visual redesign, we focused on understanding the real constraints of the platform so we could define a path forward, cut to our unique reality.
Learning our situation
Legacy constraints
Most of the site was hard-coded, with limited reuse and growing tech debt, making large-scale redesigns risky without first addressing the foundation.
Design ≠ production
Figma files, design components, and live code had fallen out of sync, creating inconsistencies and slowing down collaboration across teams.
High stakes, live traffic
The website remained a critical acquisition channel, meaning changes had to improve clarity and performance without disrupting what already worked.
The outcome
Using this understanding phase to our advantage, we exposed important systemic gaps and clarified how the site could evolve safely before the redesign was set in stone.
02
System foundations
Building structure before sweeping changes
Early discovery made it clear that a traditional waterfall redesign would fail: building new components without addressing underlying systems would only increase fragmentation and tech debt—especially while the brand was still evolving. I shifted the approach from a single end-to-end redesign to a system-led foundation. This meant prioritizing shared patterns, component logic, and clear ownership across design, CMS, and code—so the website could evolve incrementally without breaking production or creating parallel sources of truth.
Establishing system alignment
Brand × product alignment
Brand and Product designers collaborated to validate how the evolving brand should live across web and product experiences.
Designers as governors
Clear ownership was established to ensure consistency across design, CMS, and code.
Shared system language
Design and engineering aligned around common component logic and naming to reduce fragmentation.
The outcome
We established a shared foundation—organizationally and systemically—that enabled the website redesign to scale without introducing new inconsistency.
02
System foundations
Building structure before sweeping changes
Early discovery made it clear that a traditional waterfall redesign would fail: building new components without addressing underlying systems would only increase fragmentation and tech debt—especially while the brand was still evolving. I shifted the approach from a single end-to-end redesign to a system-led foundation. This meant prioritizing shared patterns, component logic, and clear ownership across design, CMS, and code—so the website could evolve incrementally without breaking production or creating parallel sources of truth.
Establishing system alignment
Brand × product alignment
Brand and Product designers collaborated to validate how the evolving brand should live across web and product experiences.
Designers as governors
Clear ownership was established to ensure consistency across design, CMS, and code.
Shared system language
Design and engineering aligned around common component logic and naming to reduce fragmentation.
The outcome
We established a shared foundation—organizationally and systemically—that enabled the website redesign to scale without introducing new inconsistency.
02
System foundations
Building structure before sweeping changes
Early discovery made it clear that a traditional waterfall redesign would fail: building new components without addressing underlying systems would only increase fragmentation and tech debt—especially while the brand was still evolving. I shifted the approach from a single end-to-end redesign to a system-led foundation. This meant prioritizing shared patterns, component logic, and clear ownership across design, CMS, and code—so the website could evolve incrementally without breaking production or creating parallel sources of truth.
Establishing system alignment
Brand × product alignment
Brand and Product designers collaborated to validate how the evolving brand should live across web and product experiences.
Designers as governors
Clear ownership was established to ensure consistency across design, CMS, and code.
Shared system language
Design and engineering aligned around common component logic and naming to reduce fragmentation.
The outcome
We established a shared foundation—organizationally and systemically—that enabled the website redesign to scale without introducing new inconsistency.
03
Incremental redesign + rollout
Making the future site tangible
With foundations in place, we worked in cross-functional pods to extend the Core product design system (GLUI) into high-fidelity website prototypes: practical guides for how the redesigned site should look, feel, and function.
Homepage
Product feature page
Sitewide navigation
The outcome
After A/B testing a redesigned homepage for validation, we rolled out the redesign incrementally, focusing on modular upgrades rather than page rebuilds. This allowed the site to modernize in production while staying aligned with product timelines.
03
Incremental redesign + rollout
Making the future site tangible
With foundations in place, we worked in cross-functional pods to extend the Core product design system (GLUI) into high-fidelity website prototypes: practical guides for how the redesigned site should look, feel, and function.
Homepage
Product feature page
Sitewide navigation
The outcome
After A/B testing a redesigned homepage for validation, we rolled out the redesign incrementally, focusing on modular upgrades rather than page rebuilds. This allowed the site to modernize in production while staying aligned with product timelines.
03
Incremental redesign + rollout
Making the future site tangible
With foundations in place, we worked in cross-functional pods to extend the Core product design system (GLUI) into high-fidelity website prototypes: practical guides for how the redesigned site should look, feel, and function.
Homepage
Product feature page
Sitewide navigation
The outcome
After A/B testing a redesigned homepage for validation, we rolled out the redesign incrementally, focusing on modular upgrades rather than page rebuilds. This allowed the site to modernize in production while staying aligned with product timelines.
04
Experimentation and iteration
Validating change in production
To reduce risk and build confidence in the new direction, we used experimentation to validate redesign decisions in production. Rather than waiting for a full rebrand rollout, we tested high-impact modules and interactions—using performance data to inform what scaled next. I created the design roadmap to break down the steps to make it real.
The outcome
We tied rollout decisions directly to experimentation. The successful homepage test allowed us to move forward with confidence as we we integrated successful modules to landing pages.
04
Experimentation and iteration
Validating change in production
To reduce risk and build confidence in the new direction, we used experimentation to validate redesign decisions in production. Rather than waiting for a full rebrand rollout, we tested high-impact modules and interactions—using performance data to inform what scaled next. I created the design roadmap to break down the steps to make it real.
The outcome
We tied rollout decisions directly to experimentation. The successful homepage test allowed us to move forward with confidence as we we integrated successful modules to landing pages.
04
Experimentation and iteration
Validating change in production
To reduce risk and build confidence in the new direction, we used experimentation to validate redesign decisions in production. Rather than waiting for a full rebrand rollout, we tested high-impact modules and interactions—using performance data to inform what scaled next. I created the design roadmap to break down the steps to make it real.
The outcome
We tied rollout decisions directly to experimentation. The successful homepage test allowed us to move forward with confidence as we we integrated successful modules to landing pages.
Growth Experimentation
Know Your Flow Quiz
Web Product Dashboard
Growth Experimentation
Website Redesign
Web Product Dashboard
Growth Experimentation
Know Your Flow Quiz