Wise WMS

The Web Marketing System (WMS) aimed to elevate quality, speed, and brand visibility across wise.com. Despite a recent rebrand, we lacked a true design system for the website, often relying on superficial tweaks to outdated components. This initiative was the first to address these gaps, creating a platform-agnostic system deeply rooted in brand principles, ensuring consistency and scalability across all surfaces.

What the work entailed:
Strategy, Brand, Design System, Creative Direction, UI/UX Design, Accessibility

Role & Responsibilities:
As Principal Product Designer I took full ownership from identifying the need to final delivery, building a cross-functional team and securing stakeholder buy-in to create a platform-agnostic design system. Leading the end-to-end effort, I produced a comprehensive library —spanning from small atomic components to full-page templates—and ensured widespread adoption by effectively championing the system’s benefits across the organization.

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Challenge

The absence of a unified pattern library led to inconsistent design, reduced brand trust, and inefficiencies. A platform-agnostic design system was needed to streamline processes, boost consistency, and drive sustainable growth.

With over 7,000,000 pages live globally, wise.com suffered tremendously from inconsistencies. Spacing was a mess, typography wasn’t consistent components inflexible to the vast variety of content needs we had. All of this amounted to an experience which was far from good enough, especially on mobile devices which is roughly 60% of our monthly traffic.

Approach

We introduced key shifts with the Web Marketing System, moving from fragmented design to a unified, systemized approach. By adopting a platform agnostic framework and anchoring the system in our brand principles, we ensured consistency, reduced development time and creating a cohesive digital experience.

From stale to stand-out

The vision was to create a pattern library that embodied our new brand identity, tailored for responsive surfaces. Grounded in core brand values, the Web Marketing System ensures a cohesive digital experience and strengthened our website as a key brand asset.

From dated, cluttered component options, poor type hierarchy and bland layout choices

To more bold, simplified, and intricate components that stand out supporting our new messaging and visuals.

Maximum flexibility, minimum fuss – The system is organized into six sections, featuring categorized components, mobile-first breakpoints, theme options, layout variations, standardized spacing, and responsive adaptability. This setup ensures a flexible, consistent, and brand-aligned design across all screen sizes and content types.