18% engagement lift for UNATION through a scalable design system
Design Systems
UX Strategy
Cross-Functional Collaboration
Interface Design
Design Ops & Documentation
🚀 Executive summary
The Problem
Fragmented UI components and slower workflows across UNATION’s platform led to high customer drop-off rates and internal inefficiencies.
My role
I led the creation of the Unity Design System, redesigned the event creation flow, shipped PWA versions of their apps, and launched a new discovery feature called “Experiences.”
The impact
→
+18% engagement due to PWA optimization following 3 months after launch.
→
47% reduction in time-to-publish for events after re-design.
→
110 experiences sold within the first few weeks.
→
Faster developer handoffs & fewer UI inconsistencies.
⚠️ Understanding the problem
A fragmented experience
UNATION had evolved quickly, but its design lacked cohesion. Multiple designers had contributed to various parts of the product over time, resulting in a fragmented experience across the website, iOS, and Android apps.
Without a design system or consistent UX strategy, the platform became difficult to scale for both users and the internal teams.
Key issues identified:
Inconsistent UI components and styling across screens and platforms.
Disorganized Figma files with no master components or naming conventions.
Cognitive overload in the event creation process, leading to drop-offs.
No accessibility compliance, creating usability barriers.
Why it mattered
Impact on users:
Impact on business:
Users often felt lost during event creation and dropped off midway.
Lack of reusable components slowed down feature delivery and development handoff.
Repetitive tasks and a lack of reusable inputs made the platform feel tedious.
Higher support and design overhead due to inconsistent design patterns.
Navigation inconsistencies reduced trust and increased frustration.
A disjointed experience reduced brand credibility and engagement especially for new users evaluating the platform.
🔬How I investigated
Heuristic evaluation & user research
To understand the full scope of the problem, I conducted a heuristic evaluation using Nielsen’s usability principles and reviewed the existing web and mobile experiences in depth.
Due to budget constraints, one-on-one user interviews with external users were not possible. To compensate, I spoke with internal stakeholders including developers, marketers, and a select group of City Leads.
I then gathered both qualitative feedback and technical pain points. These insights helped surface core friction areas, especially around event creation, navigation, and component reuse.
See interview insights on FigJam
🎨 The solution: Unity Design System
Designing for scalability & efficiency
I led the creation of Unity, a comprehensive design system to standardize UI and streamline workflows.
Key features & impact
Consistent UI
components
components
Faster development, seamless user experience.
WCAG 2.1 accessibility compliance
Faster development, seamless user experience.
Documentation on
ZeroHeight
ZeroHeight
Faster development, seamless user experience.
Reusable
components
components
Faster development, seamless user experience.
Optimizing the event creation flow
Key issue:
Users found the event creation process overwhelming due to a long, complex form.
Old single page event form
🔧 How I fixed it
Progressive disclosure
Split long forms into smaller, digestible steps.
Improved UX writing
Clear microcopy guided users at every step.
Progress indicators
Gave users visibility on where they were in the process.
Fewer required fields
Reduced cognitive load, making event creation quicker.
Paper mockups of main screens and ‘create an event’ flow
High fidelity prototype showcasing redesigned ‘create an event’ flow
📈 Outcomes and results
+18%
Engagement due to PWA launch
-47%
Time-to-publish events after redesign
110
Experiences sold within a few weeks
📖 Lessons learned
#1 Small improvements lead to big impact.
This project reminded me that great UX isn’t just about cleaner screens, it’s about building systems that support users end-to-end.
#2 Collaboration is key.
Partnering with developers, marketers, and City Leads ensured design decisions aligned with real user needs.
#3 Users know what metrics don’t.
Analytics showed drop-offs, but user interviews revealed why.
#4 Design Systems are more than rules.
They empower teams to build better experiences faster.
#5 Iteration is essential.
The first event creation redesign failed usability testing, we pivoted, refined, and launched a much stronger version.
Testimonial
Lucas Greg Milano
Product Manager
“Momina is a truly spectacular product designer. She has in-depth knowledge and passion for an intuitive user experience and has very advanced UI skills, always keeping up with design trends. She has also been a great team member, with great communication, reliability and consistently evolving her skillset.
Momina's attention detail, user empathy and product instincts helped us develop an entire brand identity and design system for our product. She is an invaluable asset to any product team that values aesthetics and first-class design 🙌.”
Momina's attention detail, user empathy and product instincts helped us develop an entire brand identity and design system for our product. She is an invaluable asset to any product team that values aesthetics and first-class design 🙌.”
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