Architecture Unlock
Joined Axios HQ as Head of Design at a pivotal moment. The product, originally a single-page app spun out of Axios Media, had grown beyond its initial intent, accumulating complexity that made scaling difficult. Within the first month, I was tasked by the CEO to evaluate the architecture and propose a long-term solution.
Led the evolution from a rigid, single-surface tool into a modular, scalable platform. Overhauled the frontend architecture to support responsive design and multi-product expansion. Introduced a unified component library, guiding both design and engineering teams through its adoption to ensure consistency, speed, and maintainability. This new foundation enabled rapid iteration, smoother AI integration, and clear pathways for future growth. Across two major redesigns, I guided the transformation of Axios HQ into a product platform praised for its clarity, power, and ease of use.
01 Challenge & Goal
The original Axios HQ was an organically grown, single-page tool. It struggled under the weight of added features, poor architecture, and limited scalability.
Goals:
Redesign the architecture to support a modular, scalable platform.
Enable rapid feature expansion and AI integration.
Modernize the interface while maintaining simplicity and clarity.
Align internal org design with new product ambitions.
V1 - Prior to my arrival
02 Approach & Leadership
Met with sales execs, COO, CTO, VP of Sales, and early product teams to understand constraints and ambitions.
Delivered a scalable information architecture within 30 days of joining, shifting product thinking from a tool to a platform.
Introduced a componentized design system to support flexibility and mobile responsiveness.
Championed and led two major product redesigns (V2, V3), each grounded in user research, JTBD workflows, and cross-functional alignment.
Reorganized product functions: hired designers, researchers, PMs, and eventually a CPO.
Brought AI into focus—partnered with CTO and Head of AI to transition from homegrown models to OpenAI/Anthropic, embedding AI into workflows.
Version 2
Laying the Foundation for Scale
Version 2 marked the first major step in transforming Axios HQ from a single-use tool into a scalable platform. We rebuilt the information architecture, introduced responsive design, and launched a component library—enabling the team to move faster, build consistently, and lay the groundwork for new features and future products.
03 Solution & Impact
V2:
Delivered platform-ready architecture with fully responsive design.
Enabled parallel feature development and faster experimentation.
V3:
Defined a North Star vision that reimagined user journeys as seamless JTBD workflows.
Flattened siloed features into intuitive, cross-functional flows.
Elevated craft quality and customer satisfaction; beta testers called it “the update we didn’t know we needed.”
Results:
Cut development bottlenecks and accelerated roadmap delivery.
Doubled AI feature usage across the platform.
Helped secure new funding from investors.
Customer feedback consistently praised clarity, usability, and design.
Version 3
Streamlining for Simplicity and Speed
Version 3 was a strategic reset. As AI rapidly expanded our feature set, the product had become fragmented and harder to navigate. We stepped back to streamline workflows around clear Jobs to Be Done, simplify the UI, and unify the experience. This release wasn’t just an upgrade; it was a redefinition of what Axios HQ could be.
