SocialHub Redesign
One UI system across a responsive web platform, mobile apps and a product that kept growing.
Caso de estudio en inglés
SocialHub did not need another collection of polished screens. It needed one visual and interaction system that could hold together across the inbox, content planning, integrations, responsive web and mobile apps.
One product, many surfaces
SocialHub had a responsive web platform and mobile apps serving different moments of the same work. The UI could not feel like a different product every time the surface changed.
My job was to create enough shared structure that the product felt recognisably SocialHub everywhere, while giving the inbox, planner and mobile workflows exactly what each needed.
That meant treating visual decisions as product decisions. Hierarchy, interaction patterns and reusable UI had to make sense beyond the screen where they first appeared.
Build the rules once
I built and maintained the design system across responsive web and the mobile apps. It gave recurring UI decisions a shared home instead of solving the same thing differently every time a feature moved.
The system had to work inside a product that was still changing, so I built and evolved it through the product work itself.
Design and engineering stayed close while those patterns evolved. The goal was enough clarity that the system could keep working without me having to explain every decision again.
- One languageRecurring interactions could behave consistently across web and mobile.
- Real product useThe system grew through actual product work rather than hypothetical component coverage.
- Engineering includedPatterns were shaped with implementation and scale in mind from the start.
Design decisions were made with implementation and scale in mind… allowed engineers to make decisions independently.
Inbox, planner, integrations
A design system only matters if the actual product gets better. I used it while shipping UI across the inbox, content planner and integrations, letting each surface strengthen the system as it grew.
Each surface had different jobs and density, but they still needed familiar hierarchy, controls and interaction behaviour. The system gave me a base to work from without forcing every part of SocialHub into the same layout.
This is where the detail mattered most. A shared visual language is useful only if it still holds up when the product gets busy.
Consistency had to survive growth
The redesign needed to keep working as SocialHub grew. I built a system that could absorb new product work without every addition becoming another exception.
I maintained the UI system while continuing to design the product, so new work could feed back into the shared patterns instead of quietly drifting away from them.
The platform redesign received OMR Usability Excellence recognition in 2024. It also gave the people designing, building and extending SocialHub a much stronger shared language.
Consistently delivered thoughtful, high-quality, and incredibly detailed design solutions.
- A design system earns its keep when the product can keep changing without looking or behaving like it changed teams halfway through.