Improving build speed, user trust, and consistency across a scattered UI
CultureAI
Design System, SaaS
2025
Overview
CultureAI is a fast-growing B2B SaaS platform and in May 2025, speed of delivery had outpaced consistency. I led the creation of a design system rooted in Tailwind CSS, aligning design and engineering to improve scalability, user trust, and delivery speed.
“Designing faster than I could organise”
As the sole designer, I was shipping UI quickly but without structure: styles were duplicated, components rebuilt, and engineers often had to guess. This created wasted effort and inconsistent user experiences.
A Shared Language Between Design & Engineering
I embedded myself with the engineering team and built a system that:
Used token-driven styling for color, spacing, and typography.
Applied semantic naming conventions engineers could instantly understand.
Delivered 250+ well-documented variants and states in Figma and Storybook.
Balanced systemisation with refined UI, tone, and styling.
Outcome
~20% faster build time for new features
Visual and interaction consistency improved, building more user trust
Engineers could ship confidently, even on projects without design involvement
Internal teams began reusing the system as a foundation for future tools
