Associate Marketing Designer, 2024–2026.
Audit, design system and replatform for the UK and Italian sites.
~200 pages rebuilt as one component system · page builds 20–70% faster · A/B testing capacity doubled.
The brief
The campaign promoted Moneyfarm’s trading account (Conto Trading) in Italy through Google App Campaigns, where the platform decides which ad each person sees.
It is a regulated product, so every asset also had to carry the mandatory legal line.
Maximise reach
Several distinct concepts for different audiences. Google serves each ad according to people’s browsing signals, so more concepts means more people reached.
Test the message
Where we weren’t sure which angle would work best, we ran different messages side by side and iterated on the variables.
Improve conversion
A second phase added motion, to find out whether animated assets would convert better than static ones.
01 — Audit
Before designing a single component, I laid out every live page from both sites side by side and grouped what kept repeating: heroes, product cards, rate tables, FAQs, disclaimers.
Most “unique” pages turned out to be the same few sections, rebuilt by hand each time. That board became the brief for the system.
Every live UK page on one board — the starting point for deciding what the system had to cover.
United Kingdom
Italy
02 — Design system
Those patterns became “stripes”: full-width, self-contained sections that stack into any page.
Underneath sit shared foundations. One type scale for desktop, tablet and mobile, a single colour ramp, a spacing scale and a responsive grid. So a page assembled by anyone on the team still looks designed.
Type
Colour
Spacing
Responsive Grid
Strtipes
The column stripe, one to four columns, in its light and dark themes. Heroes, text, carousels, product cards and tables follow the same logic.
03 — Replatform
The system was designed to outlive the platform. When the site moved from WordPress to Strapi, each stripe became a structured content block.
Marketers now fill in a few fields instead of nesting blocks and custom HTML… and the layout can’t drift.
Before · WordPress
One hero: a tree of nested blocks, plus custom HTML to hold it together.
After · Strapi
The same hero: one block, three fields.
Italy went first: six and a half weeks to build and around six to review. For the UK we planned and trained up front. Six weeks to build, three to review.
Results
faster page builds, depending on the page
A/B testing capacity on the website
pages across two markets, now on one component system
review and polish time, from the Italian launch to the UK one. The second migration was planned and trained for up front.
Next Case Study
Google App Campaign for Italy: seven concepts, three sizes, two experiments.