Island Dental · Founding Product Designer & Brand · Case Study 08
Building a conversion-focused design system from zero and scaling it across teams
A 0→1 product and brand system for a two-sided dental marketplace, designed to create consistency across high-intent product journeys, financing interactions, marketing, and responsive implementation.
Design SystemsProduct DesignAccessibility
0→1Design System
45%+Audience Engagement Improvement
Cross-TeamAdoption
01 / Problem & Context
What had to become true
The challenge
A 0→1 product and brand system for a two-sided dental marketplace, designed to create consistency across high-intent product journeys, financing interactions, marketing, and responsive implementation.
My role
I owned the problem framing, system/product decisions, implementation direction, validation, and iteration represented in this case study. The emphasis is on the decisions that changed the system—not a feature inventory.
02 / Decisions & Tradeoffs
Architecture follows the constraint
Key decisions
- Build reusable foundations instead of solving each page as a one-off.
- Treat conversion hierarchy, responsive behavior, and accessibility as system properties.
- Connect Figma/product decisions to implementation patterns through close engineering collaboration.
- Extend shared standards across product and marketing so the customer experience feels coherent.
Working loop
PROBLEM → INVESTIGATE → ARCHITECT → BUILD → VALIDATE → ITERATE
The implementation was treated as a measured loop: diagnose the actual constraint, make the smallest architectural change that resolves it, then verify behavior and quality before moving forward.
03 / System Design & Build
What I built
- Visual foundations, reusable responsive components, interaction patterns, and implementation guidance.
- Marketplace information architecture and high-intent CTA hierarchy.
- Interactive financing experience designed as part of the product journey.
- WCAG/ADA-aware reusable patterns.
- Cross-channel application across web, social, email, and print.
04 / Validation & Outcomes
Evidence over claims
Validation
- Design system built from zero and adopted across teams.
- 45%+ audience engagement improvement associated with the broader conversion/design work.
- Shared standards supported collaboration across product, engineering, and marketing.
What changed
A design system creates leverage when it connects brand, product behavior, accessibility, implementation, and conversion—not when it stops at a component library.
05 / Skills & Positioning
What this project demonstrates
Design Systems · Product Design · AccessibilityThis case sits inside a broader portfolio spanning AI systems and agents, full-stack products and revenue infrastructure, design engineering, and creative AI leadership.
Portfolio Map
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Each project is a different proof point. The current project is highlighted so the portfolio reads as one connected capability map rather than a collection of isolated case studies.
