We built a semantic token structure across four brand palettes (Default, Union, Laurel, Grey). Every pattern used tokens meticulously—no hex values, no one-off choices. I led the design of 65+ patterns using atomic design principles, each built for AEM's authoring model. Component properties, boolean variants, and instance swaps ensured patterns only offered valid configurations. Consistency became structural, not enforced through reviews.
TIAA serves participants (retirement savers), plan sponsors (employers), and consultants (financial advisors). Each needed different content strategies but the same brand consistency. We used AI to prototype quickly, then ran moderated testing with users from each group to validate that patterns could flex through content and palette without requiring separate designs. Testing confirmed participants needed education, sponsors needed ROI, consultants needed data—but the same structural components worked across all three. Patterns adapted without fragmenting.
Each pattern was designed for AEM reality, not just visual fidelity. Locked hierarchy, enforced aspect ratios, documented responsive behavior. Designers couldn't break the system, and neither could content authors. I worked directly with engineering to bridge design intent and CMS constraints—eliminating interpretation gaps entirely.
I operated as both consultant and decision-maker, bridging design, engineering, marketing, and external agencies. Working directly with developers, I defined technical constraints and authored component specifications that eliminated interpretation gaps. With the atomic design team, I shaped token architecture and pattern standards. For agency partners, I provided system guidance while maintaining final authority on what shipped. This dual role—advising stakeholders while making definitive design decisions—ensured the system stayed coherent as it scaled across teams with competing priorities.
As volume scaled to 500+ pages, I introduced templates to shift from custom design to standardized assembly. Predefined content zones, pattern sequencing rules, encoded responsive logic. Before: custom design → review → interpretation → launch. After: select template → populate → launch. Teams shipped 60% faster without designer bottlenecks.
The system didn't just ship faster—it performed. The Account Homepage won a Gold Medal from Corporate Insight. The Lifetime Income page drove 94% growth in advice sessions. The public homepage saw an 80% surge in enrollment starts. Bounce rate dropped 41%, SEO improved 76%. 500+ pages launched accessible by default.
