Case Study:
SoFi - UX/Product Design System
Role: Interim Director UX – Web
Company: SoFi
Team: Internal, cross-functional (Design, Engineering, UX, Product)
Duration: 4 months (Multi-phase initiative during rapid product expansion)
Background
As SoFi rapidly expanded its product offerings, maintaining consistency across web and mobile experiences became increasingly complex. Upon arrival for a 4 month contract, I conducted a rapid audit of the site and app and identified a disparate set of patterns and components that had evolved in silos. These inconsistencies impacted brand cohesion, user experience quality, and the team’s ability to work efficiently.
At the same time, new features—such as fractional investing, insurance products, and homepage updates—were launching quickly across multiple platforms. To support this growth, I led UX and creative efforts to establish a scalable, responsive design system that aligned product, marketing, and engineering teams around a shared foundation—enabling faster delivery without sacrificing UX or brand integrity.
The Problem
As new products launched at an accelerated pace, SoFi lacked a centralized, responsive design system to keep web and mobile experiences consistent and efficient. This increased design effort, slowed production, and made it more difficult to maintain a cohesive user experience across platforms.
How might we create a unified, responsive design system that enables faster feature delivery while ensuring consistent, high-quality digital experiences across SoFi’s product ecosystem?
The Process
Discovery & Alignment
I partnered with product, marketing, and engineering teams to align on business goals, user needs, and platform requirements. Competitive research and usability testing helped validate design patterns and establish system priorities.
Design System Overhaul
I rebuilt SoFi’s Sketch library into a scalable, component-based system with responsive layouts and reusable patterns. The system was designed to support rapid iteration while remaining flexible enough for future product expansion.
Product Design & Collaboration
Using the new system, I designed and launched responsive experiences for new products including:
Stock Bits (fractional investing)
Insurance product section
Homepage redesign
I also provided creative direction to external agency partners and worked closely with app development teams to ensure alignment across web, mobile, and marketing touchpoints.
Results & Learnings
The new design system significantly improved both efficiency and consistency across SoFi’s digital products:
40–55% reduction in design time through reusable, responsive components
Faster launch of new features such as Stock Bits and insurance
Improved UX consistency across web and mobile platforms
Stronger brand cohesion across product and marketing experiences
By investing in a scalable design system early, SoFi was able to accelerate product delivery while maintaining a polished, unified user experience—demonstrating how UX leadership can drive both speed and quality at scale.