Infinite Futures

A seventeen page redesign had stalled in Figma. Paid search was running against the old site, conversion tracking had been broken since February, and a competitor-brand ad test was quietly eating the budget while nobody could see what any of it was producing.

The instinct in that situation is to add budget. That would have been the wrong move.

• Took the seventeen page redesign to launch in Webflow, and built a real design system underneath it rather than styling pages one at a time: 17 color variables and 24 text styles, with roughly 99 percent of fills and text bound to tokens.
• Diagnosed the paid account on engagement metrics, since conversion data was unavailable. Impressions, clicks, CTR, CPC and impression share still tell the truth when conversions cannot.
• Separated a rank problem from a budget problem. Search impression share sat near 10 percent with lost-to-rank running about four times lost-to-budget, which points at bids, keyword pruning and landing page relevance, not at spend.
• Fixed the recurring text clipping at the system level. Font size was bound to variables across the type classes but line height never was, so the same bug kept reappearing in new places. Tokenized it and bound 31 classes.

The site

Seventeen pages, launched on schedule, on a design system rather than a pile of one-off styles.