Full redesign of Tribelio's core community platform, and the first formal design system the company ever had. The platform had grown organically for years with no shared visual language, so the work was less about making screens prettier and more about giving every future product a foundation to build on. I designed the system, then used it to redesign the four surfaces members touch most: feed, events, members directory and notifications. It is still in use across the entire product suite today.

- Inconsistent UI patterns across sections, and no design system causing visual debt.

- Key engagement features had drifted into menus where nobody found them.

- Onboarding never showed the core value quickly enough to hold new members.

- Every team rebuilt the same component, so nothing stayed consistent after handoff.

I treated it as a systems problem before a visual one. First I audited over 200 screens and catalogued every inconsistency, usability issue and high-drop-off area, then read six months of behavioural data and interviewed 20 active members to understand what they were actually trying to do. That combination told me where the information architecture had drifted away from how members actually used the product.

I built the design system before redesigning anything at scale tokens, components, usage guidelines then redesigned surface by surface against it, deliberately keeping enough familiarity that existing members were not relearning the product. The rollout ran in four phases behind feature flags, with metrics watched on each phase and issues fixed before the next one shipped.

- Member session length up 34%.

- Discovery of secondary features up 41%.

- Design QA turnaround down 60%, because teams now build from one system.