ProtoPie growth platform & content operations system
This design case is from my experience at
ProtoPie
Role
Senior UX Designer
Industry
SaaS
Active team
Date
2025–2026 · Ongoing
Outcome
From marketing site → Operational platform
When I joined ProtoPie, the website was treated as a marketing surface, but in reality it supported feature launches, product education, enterprise sales, learning resources, and ongoing campaigns across the company. Multiple teams depended on it daily, yet the workflows behind it were fragmented, updates were slow, ownership was unclear, and even small changes required developer support. At the same time, the company was preparing a platform migration while launching major initiatives like AI Prototyping and User Testing, which added urgency and complexity. This created an opportunity to reposition the site as ProtoPie’s digital front door and evolve it into a scalable platform that supports ongoing product operations.
My role
I led this initiative end-to-end, from strategy through implementation, spanning UX strategy, interaction and visual design, and building pages directly in Framer. I partnered across teams and with an external agency during the migration. I defined workflows, created scalable systems, and enabled teams to manage content independently while supporting onboarding and knowledge sharing as new processes rolled out.
Collaboration
The website sits at the intersection of many teams with different priorities, requiring a balance of flexibility, accuracy, and long-term scalability. I acted as a bridge across these groups, translating business and technical needs into shared workflows and reusable systems while helping build alignment and a stronger sense of ownership around how the platform evolves.
Tools & methods
This work began with stakeholder interviews and workflow mapping to identify user needs, pain points, and operational friction. I translated insights into information architecture, wireframes, and high-fidelity prototypes, then built the final pages directly in Framer. Accessibility, performance, localization, and integrations were considered throughout the end-to-end design and implementation process.
The challenge
Launching a new feature or campaign required heavy cross-team coordination and often meant rebuilding pages from scratch, creating bottlenecks and slowing time to launch. Updates depended on technical support, publishing workflows were inconsistent, and integrations with sales and support tools required manual work and repeated effort. It became clear that the website needed to evolve into a scalable platform that empowers teams to publish, update, and grow content independently while reducing reliance on ongoing design and development support.
The process
Research & ideation
Through interviews with over 40 internal stakeholders and external users and discovery sessions, I learned that publishing knowledge and workflows were siloed, slowing launches and limiting experimentation. It became clear this wasn’t a visual redesign problem, but an information architecture and workflow challenge focused on empowering internal stakeholders. The key insight was that the website needed to evolve into both a customer-facing destination and an operational platform that enables teams to work more independently and efficiently.
Exploration & conceptualization
Early exploration focused on moving away from one-off page design toward reusable systems by defining templates, modular components, and CMS structures that could support a wide range of content and campaigns. This reframed the work from designing individual pages to designing the underlying infrastructure that enables teams to build, publish, and iterate safely and efficiently.
Iteration & refinement
The platform evolved through continuous feedback and real-world usage as teams began adopting the new system. We refined content editing workflows, expanded component flexibility to support new use cases, and improved accessibility and performance based on real publishing scenarios. Each iteration focused on reducing operational friction and increasing team confidence when creating and launching content.
Delivery & implementation
I played a key role in the migration of a 50+ page marketing website across four locales, helping establish the long-term foundation for scalable content creation. In addition to designing and building long-form pages such as ProtoPie AI Prototyping and ProtoPie User Testing directly in Framer, I created master templates, CMS structures, and internal dashboards that allow cross-functional teams to create and manage content independently. This transformed the publishing workflow: updates that previously required engineering support and up to two weeks of turnaround can now be shipped instantly. The new system enables faster experimentation, reduces bottlenecks, and ensures the website can scale sustainably as the company grows.
Designing platforms that empower teams
This project transformed how teams operate around the website. After interviewing 40+ stakeholders across the company, I helped migrate and systematize a 50+ page, multi-locale site and built the foundation for long-term scalability. Through master templates, CMS structures, and internal dashboards, teams can now create and publish content independently, turning updates that once required engineering and up to two weeks of turnaround into near-instant releases. This work required clear trade-offs. We prioritized scalable systems, consistency, and maintainability over one-off customization, creating a stronger long-term foundation and showing how better internal tools and workflows directly accelerate team efficiency, ownership, and product growth.
