DAY Design System & Marketing Funnel
shadcn/ui-based design system for DAY and a user journey map to treat recruitment and engagement as a measurable funnel.
Last updated on
2024 – Ongoing
What
- Led a UI/UX team to audit DAY's design history, then create a new visual direction that reflected how DAY grew as an organisation. Developed a design system based on
shadcn/uiand Tailwind CSS to standardise the visual language. - Collaborated with Marketing and senior partners to create a user journey map that models the lifecycle of the different archetypes/personas of people that interact with DAY to their ultimate goals so we could identify pain points at each stage and mitigate them.
Why
- Brand consistency was impossible to enforce manually due to the sheer size of DAY. We needed a component-based system where "correct" design is the default state, ensuring a professional appearance regardless of who is building the page.
- The organization lacked a clear understanding of why engagement was low. Mapping the customer journey allowed us to treat recruitment and engagement as a systematic funnel to identify specific friction points in the user experience. Currently being completely overhauled.
Literature Workflow Redesign with Ghost CMS
Migrated DAY Literature from a multi-tab Google Sheets workflow to Ghost CMS, restructuring articles as state objects and editors as first-class citizens.
GitLab-Inspired Handbook
Public, version-controlled handbook for DAY — documentation as code, with .codeowners files enforcing maintenance responsibility per department.