Turning Design Debt into a Scalable Design System
Client: Broadband Genie
The Challenge
As Broadband Genie continued to evolve its product, editorial content and marketing activity, the platform had gradually become inconsistent.
Different teams were solving problems independently, resulting in duplicated colours, varying UI patterns and an increasingly fragmented visual identity across articles, product pages and marketing communications.
The challenge wasn't simply to refresh the interface—it was to create a scalable design foundation that would bring consistency across the entire business while making future design and development more efficient.
The Approach
Rather than treating each request as an isolated design task, I established a structured design system that could support both the product and the wider business.
The work included:
- Redesigning editorial article pages to improve readability and establish modern UI patterns.
- Conducting a full visual audit of the platform, reducing a colour library of over 85 colours to fewer than 30 meaningful design tokens.
- Creating a reusable component library and documenting standards for typography, colour, spacing and interaction.
- Refreshing marketing assets and evolving the visual language to align with the product experience.
- Redesigning responsive email templates, including light and dark mode variants, to create a more consistent customer journey.
- Producing documentation and developer handover materials to ensure the system could be maintained long after implementation.
Rather than solving individual design problems, the focus shifted to creating a system that enabled teams to work more consistently and confidently.
The Outcome
The design system became a shared foundation across product, development and marketing teams.
As a result:
- The platform now delivers a more consistent and modern user experience.
- Design decisions are supported by documented standards rather than individual interpretation.
- Developers can build more efficiently using reusable design tokens and components.
- Marketing communications now align more closely with the product experience.
- Internal teams have a scalable framework that supports future growth while reducing visual inconsistency.
The work has continued to evolve beyond the initial engagement, providing Broadband Genie with a sustainable design foundation rather than a series of disconnected design updates
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