Design system uplift
Revitalising Trade Me’s Mobile design system from the ground up — uniting designers, stakeholders, and brand under a single, scalable visual language
When I stepped into the role of Principal Product Designer, I became accountable for the visual direction across Trade Me. It was clear we were shifting stylistically, but nothing had been formally defined. Our existing design system was built in 2017 and no longer met our evolving needs—designers were actively avoiding it to meet delivery demands. The lack of alignment was slowing teams down and resulting in inconsistent user experiences.
The Opportunity
Design is often a hard sell in our organisation due to the difficulty in attributing direct business value. However, I saw an opportunity. Two insights helped create urgency:
Pace: Designers were bypassing the system to move faster—ironically reducing efficiency across teams.
Customer feedback: Visual design scored low in satisfaction surveys, signaling a gap in user trust and brand perception.
I presented a case that showed how a modernised system would:
Increase delivery speed and consistency
Improve customer sentiment
Enhance collaboration, onboarding, and team confidence
Create brand alignment across marketing and product
I sold the vision—and gained leadership buy-in.
How I Led
As a Principal Designer, I knew this wasn’t just a design challenge — it was a leadership one. With no dedicated team, limited resources, and a complex organisational environment, I had to be strategic in how I inspired, structured, and scaled the work.
Vision & Influence
I led by connecting design to what the business cares about: speed, customer satisfaction, and cohesion. Rather than relying on subjective arguments, I used real signals — customer feedback and delivery inefficiencies — to build a compelling case for change. This reframed the design system as a tool for product velocity and brand consistency, earning leadership buy-in and trust.
Empowering the Team
Once the vision was approved, I shifted focus to empowerment. I created the conditions for others to succeed — through structure, clarity, and ownership. By designing sprints that balanced autonomy with clear guidance, I enabled 12 product designers to build 80% of the new component library in just two weeks. The process became a vehicle not just for delivery, but for upskilling and team pride.
Collaboration at Every Level
From early creative exploration with Principal Designers to structured stakeholder check-ins, I prioritised alignment without slowing things down. I maintained momentum through lightweight rituals, clear deliverables, and regular visibility — making sure the system was both loved by designers and trusted by the business.
“I didn’t just want the team to execute — I wanted them to shape it, own it, and grow through it.”
THE PROSES
OUTCOME
The visual design system refresh delivered far more than a new look — it transformed how Trade Me designs, collaborates, and ships.
Adoption at scale: Within months of rollout, components from the new library were inserted over 10,000 times in Figma, showing rapid uptake and integration into everyday design work.
Improved delivery speed: With reusable, consistent components, designers and engineers could move faster without sacrificing quality.
Elevated customer experience: The updated visual language addressed low satisfaction scores for look and feel, creating a more modern, cohesive, and trustworthy interface.
Team capability uplift: 12 product designers gained advanced Figma skills and deeper understanding of design systems — building long-term capability within the organisation.
Cross-functional alignment: Marketing and product now share a unified brand expression, strengthening consistency across all customer touchpoints.
This project not only modernised our design system but also embedded a culture of shared ownership, enabling faster, higher-quality delivery for years to come.
