A modular system enabling rapid and consistent landing page construction.

Project Overview

The platform The Washington Post’s Events team was using for event landing pages was not meeting the needs for design flexibility and development speed, so the decision was made to switch to Webflow. I was asked to lead this process and create a design system, including a Figma library, documentation and Webflow components and a library.

Exploration/Discovery Process

My team did an audit of existing pages to understand how the Events team was currently executing landing pages as well as a competitor analysis to gather insights into the live events space in media.

The existing pain points mostly revolved around not having any system in place, and therefore not being able to build out pages quickly enough or with any visual consistency.

Design Process

The Brand team as a whole was in the process of consolidating and refining the corporate brand for The Post, so this was important to keep in mind while working in the Events space. A teammate worked on new designs for all Event collateral outside of landing pages while I worked on designing landing page components. We collaborated closely to ensure consistency across our designs.

I built out the Figma library, including components for various sections that were needed. I created a Webflow library site and built components to match everything I created in Figma. I wrote documentation for how to use Webflow and the components so that the other designers on the Brand team who are not familiar with code and web development could use the system.

Final Designs

The final designs for this project included a robust Figma library, written documentation and an extensive Webflow component library and classes.

Impact and Learnings

This project resulted in a drastic increase in speed of designing and building landing pages for events in particular, as well as setting up the framework for other marketing landing pages. With the robust setup, we enabled designers on our team who are not familiar with code or web design to generate designs and final pages that follow the framework. We’ve also been able to unify the design and layout of these pages, which helped codify the brand and decrease friction for users.