Confused.com Design System
Tools: Figma • Illustrator • Zeroheight • Storybook
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The Challenge:
Confused.com’s mission is to bring clarity to a complex world — yet its growing suite of digital products and marketing channels had become visually fragmented. Inconsistent patterns slowed delivery, eroded brand trust, and made it harder for teams to move quickly and confidently.
Our goal was simple but ambitious: create a design system that unified every touchpoint — from the quote journey to internal tools — into one seamless, accessible experience.
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The Vision
We set out to build more than a component library. The aim was a living design ecosystem that reflected Confused.com’s promise of simplicity and clarity in every interaction.
By stripping back visual noise and focusing on accessibility, hierarchy, and coherence, we created a minimal, scalable design language that could flex across products, campaigns, and platforms — without losing its identity.
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My Role:
As lead UI designer, I directed the end-to-end creation and rollout of the design system, collaborating closely with product, engineering, and brand teams to ensure adoption and long-term sustainability.
Key contributions:
- Built a modular, scalable component library — including typography, color tokens, icons, illustrations, and reusable UI components, all optimized for global updates.
- Embedded accessibility as a foundation, not an afterthought, ensuring WCAG compliance across all products.
- Unified cross-functional workflows through regular design reviews, sprint rituals, and iterative feedback loops.
- Led adoption and governance, running workshops, onboarding sessions, and maintaining comprehensive documentation in Zeroheight and Storybook.
This wasn’t just about creating assets — it was about changing how teams design, build, and collaborate.
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The Outcome:
The Confused.com Design System became the single source of truth for digital design — a cornerstone for consistency, efficiency, and brand expression.
Results:
- 2× faster design and development velocity through shared libraries and reusable components.
- Improved cross-team collaboration, with designers, developers, and stakeholders aligned around the same visual and functional language.
- Streamlined third-party integration, supported by live, interactive documentation in Zeroheight and Storybook.
Today, the design system continues to evolve — a dynamic ecosystem that empowers Confused.com to scale confidently while staying true to its mission of clarity.