The Problem
Growth marketing at scale requires the continuous delivery of localized storefront assets across fragmented platforms including FireTV, Roku, Android, and Apple. However, the existing global pipeline was hampered by a high-friction, manual workflow. Managing thousands of unique assets across multiple territories led to significant version-control risks, extended review cycles, and a persistent bottleneck that delayed critical content launches.
The Objective
The primary goal was to architect a scalable, automated pipeline for global storefront assets that eliminated manual redundancies. I aimed to reduce speed-to-market for seasonal refreshes by creating a centralized "single source of truth" for localized creative, ensuring that every asset across FireTV, Roku, and mobile was brand-compliant and error-free.
Research:
I began by auditing the cross-functional handoff process to identify the root causes of the operational lag. By analyzing hundreds of unique assets, I identified redundant patterns in both string IDs and design elements. This data revealed that the existing system was over-complicated by fragmented text IDs and overlapping styles, which created a high margin for error during localization.
To eliminate redundancy, I consolidated disparate text IDs into a unified naming convention. I also performed a deep audit of the typography and character styles, merging similar styles into a single, scalable library. By standardizing these core building blocks, I created a streamlined foundation that could support high-volume content updates without technical friction.
Before moving into development, I organized a comprehensive inventory of localized IDs, global character styles, and curated UI screens. I mapped out the art content and technical specifications for each platform, ensuring that all necessary components were categorized and "build-ready" within our design environment.
Solution:
I engineered a modular design system in Figma using nested components and variables to automate localization. By building responsive templates that dynamically adjusted for different device orientations (TV vs. Mobile) and language lengths, I transformed a multi-week manual effort into a streamlined, high-velocity workflow. This system allowed for bulk-exporting thousands of assets with a single click, drastically reducing stakeholder review cycles and ensuring 100% consistency across all global App Store territories.
Wireframes, plug-in workflow, design system, and components
Base Components & High Fidelity Comps
I mapped the text data directly into my Figma components, identifying which parts of the design could be repeated and which needed to stay flexible for different regions. While most countries used similar layouts, each territory had unique text requirements that I had to account for. By organizing the components this way, I turned a massive manual task into an automated workflow that stayed consistent across every language and device.
Final Result
After four months of development and testing, we successfully rolled out the new workflow and template to the global design and copy teams. The project was a significant win for the organization; leadership saw an immediate improvement in production speed and a sharp decline in manual errors. Most importantly, our international teams now have a user-friendly system that simplifies localized updates, streamlines the feedback process, and ensures translation accuracy across every market.
