Cross-Functional Fintech Design System Framework

When I joined Helcim, a fintech startup, the company was growing from 30 to over 120+ employees in under a year. Design needs exploded across teams:

Product teams - needed scalable UI components and patterns

Web team - constantly evolving site map with changing design needs

Marketing teams - needed brand assets for campaigns, ads, social media, and events

Sales & partnerships - required branded pitch decks, product shots, and collateral to close deals

Internal team (CX, HR, and operations) - lacked structured materials

The original ask was to organize the brand's existing digital asset management (DAM) system. Through a thorough design audit and interviews with teams I uncovered the core issue; a need for a cross-functional, scalable system that served multiple verticals.

I built a design system framework that ensured consistency across teams and platforms. The system centered on three key areas:

Product - Standardized patterns and design components for Helcim's products

Marketing & Brand - A structured system for campaigns, outbound ads, and web content

Internal - Templates, pitch decks, and customer-facing documents for teams

By structuring design at a systems level, we ensured all teams operated within the same design language and created cohesion from lead generation to product experience.