Modernizing Iterable's UX
A strategic redesign that refreshed our visual language, strengthened our design system, and laid the foundation for scalable, customer-centered innovation.
Designing a Modern Foundation for Growth: As Iterable scaled to meet the needs of modern marketers, our platform's UI had started to show its age—visually inconsistent, functionally fragmented, and increasingly difficult to evolve. We knew it was time for a foundational transformation.
I led a company-wide modernization initiative, aligning design, engineering, and product around a shared goal: evolve the product experience without disrupting what customers already loved. We named this effort Aurora, symbolizing a fresh start with clarity and warmth at its core.
Balancing Familiarity with Progress: Modernization isn't just about aesthetics, it's about creating a coherent, resilient foundation for future innovation. We rebuilt the UI from the ground up: introducing a new design system, refreshing the visual language, improving accessibility, and reducing cognitive load across key workflows. But we did it with care—making incremental changes, validating decisions with customers, and preserving core interaction patterns.
This approach minimized disruption while steadily raising the bar for product quality.
Laying the Groundwork for the Future: Aurora was a mindset shift. We invested in scalable systems and patterns, enabling teams to build faster and more confidently. Alongside the visual upgrade, we fostered stronger cross-functional collaboration and raised internal expectations for craft.
Today, this modernization effort continues to fuel Iterable's evolution, shaping how we build, test, and design across the platform. It's been one of our most impactful and far-reaching design initiatives, and one that continues to pay dividends.