Twitter: Product, Brand, systems
Designing for Scale
Twitter had a large marketing ecosystem with many teams creating digital experiences. The challenge wasn't simply designing better pages—it was creating enough structure, flexibility, and support for teams to consistently build them well.
This work happened on two levels:
SYSTEM → Improve the design system, documentation, tooling, onboarding, and workflows supporting 37+ partners.
PRODUCT → Put that system to work redesigning and migrating a 200+ page creator platform with a small four-person team.
role: lead technical designer
product
ux/ui
systems
AEM
enablement
Accessibility
how i work
From systems to shipped experiences
I operated between brand, UX, technology, and business teams—turning ambitious ideas into scalable experiences that could actually be built.
01
Understand the Ecosystem
Audited existing experiences, components, workflows, and partner needs to uncover gaps and opportunities across the platform.
02
Build the Foundation
Strengthened the design system, documentation, Figma libraries, accessibility standards, and reusable AEM patterns needed to scale.
03
design the experience
Translated complex requirements into mobile-first architecture, user flows, wireframes, and visual experiences across 200+ pages.
04
build, test, refine
Worked directly in AEM alongside engineering and brand to produce a large volume of optimized, highly visual design assets—configuring components, testing responsive behavior, troubleshooting, and refining through launch.
