Indiegogo Design System & Redesigns

Indiegogo is a crowdfunding platform. The campaign pages drove 80% of platform traffic and were where entrepreneurs convinced backers to fund their ideas. Mobile visitors accounted for 60% of traffic but conversion lagged 20-30% behind desktop. The platform had also grown fragmented over time, lacking a unified design system.

Role

Senior Product Designer (IC)

Challenge

Close the mobile conversion gap on the platform's highest-traffic pages and build a design system that unifies the product experience.

Contribution

Led a mobile-first redesign of the campaign page with new information architecture, FAQ sections, and a production progress timeline. Built the design system that unified the platform across campaign, pre-launch, and internal tools. Worked with engineers on the front-end migration from Angular to Vue.

Impact

Campaign page: 25% increase in desktop conversion, 9% increase in mobile conversion, 200% increase in navigation engagement, 30% improvement in page speed. Design system: 100% accessibility scores on core pages helped secure enterprise deals via ADA compliance. Typography consolidation saved ~$20K annually in licensing. New pre-launch pages system doubled monthly page creation.

Mobile campaign page, before and after — new information architecture helped bridge the 20% conversion difference between mobile and desktop.
Mobile campaign page, before and after — new information architecture helped bridge the 20% conversion difference between mobile and desktop.
Sticky mobile navigation — balancing risk assessment with purchase confidence, surfacing project development status without overwhelming the purchase flow.
Sticky mobile navigation — balancing risk assessment with purchase confidence, surfacing project development status without overwhelming the purchase flow.
Campaign page redesign — desktop and mobile views showing the new mobile-first information architecture.
Campaign page redesign — desktop and mobile views showing the new mobile-first information architecture.
Component details — production stage indicators, perk cards, and funding progress at a glance.
Component details — production stage indicators, perk cards, and funding progress at a glance.
Design system foundation — color principles, typography tokens, and component patterns connected to production code.
Design system foundation — color principles, typography tokens, and component patterns connected to production code.
Pre-launch pages before and after — from a barely-used feature to a modular framework that doubled adoption.
Pre-launch pages before and after — from a barely-used feature to a modular framework that doubled adoption.