Building a scalable design language from the ground up for a B2C unified inbox SaaS — then shipping a high-fidelity landing page designed to convert.
Base360 brings every customer conversation — email, chat, social — into a single inbox. Before any screen could be designed at speed, the product needed a real design system underneath it: consistent tokens, clear Figma naming conventions, and a component library that could scale across future features.
I owned this end-to-end: the full design system, and a polished, high-fidelity landing page built to convert visitors into signups.
Without a defined design system, every new screen would mean re-deciding spacing, color, and component behavior from scratch — slowing the team down right when they needed to move fast.
Base360 needed a design foundation that could scale with the product — not just a set of screens, but tokens and components future features could plug into without reinventing the wheel.
Two parts of this project leaned on AI tooling directly — mapping out the landing page's structure before locking layout, and getting first-draft copy that didn't sound generic.
The design tokens, component naming conventions, and the interactive scroll-synced lead card were built by hand — this is the layer where consistency and craft matter most, and where AI-generated defaults tend to feel generic.
AI tooling is at its best scaffolding structure and drafting first-pass content — it's not a substitute for the naming discipline and visual consistency a real design system needs. Those still take deliberate, unhurried craft.