// Figure 01 Design system component documentation — props, states, scenarios, and brand-overwrite guidance
Led the replatforming and end-to-end redesign of the entire Points product line — 9 products serving partners across the global loyalty industry. Built a multi-brand, multi-language design system from scratch, scaled the team from 1 to 5, and transformed design from service function into strategic partner.
When I joined Points, a replatforming initiative was underway that gave design a once-in-a-career opportunity: rebuild every product from the ground up. But there were three compounding issues standing in the way.
Design was perceived as "pixel pushers" — not as business enablers with strategic impact. Decisions happened before design was in the room.
The organization lacked product design methodologies or frameworks. Even rudimentary inputs for decision-making were missing from projects.
The product team lacked maturity and required mentoring across product management, design thinking, and systems-level thinking to scale.
I couldn't wait for permission to lead. So I built the conditions for design to earn its seat — running three parallel tracks of work simultaneously, each reinforcing the others.
Phase 1 — Flagship rebuild. We used the flagship product as the proving ground: established design process and standards, created the reusable component library, and proved design's business impact through metrics. This earned the trust (and budget) for phase two.
Phase 2 — Scaling across product lines. With the system in hand, we launched the remaining 8 products — ahead of schedule. Partner site launch time dropped from 2–8 weeks to 1–2 days. That efficiency freed capacity for 2 net-new products and a second product-line redesign.
Key to success: Close collaboration with PM, Engineering, Data Science, Sales, and Marketing — treating design as business strategy, not decoration.
The numbers tell part of the story. The cultural shift tells the rest.
Transformed design from service function into strategic partner in 2 years.