01
Problem
Every client wants to be different. The codebase would rather they weren't.
FSB runs a white-label platform used across multiple markets. I built and owned its design system from the ground up: design tokens, a scalable component library and themes, so each client could have its own look without fragmenting the core.
Clients included Gamesys, JenningsBet, Fitzdares, QuinnBet, BetGoodwin and PowerPlay.
High traffic and multiple markets. Without a shared system, every new client would mean another fork and another place for bugs to hide.
02
Approach
Core journeys. I led design for onboarding and account management.
Design-to-code. Close work with engineering, reviewing implementations and flagging drift early in the cycle.
Testing and accessibility. Usability testing and heuristic reviews, plus accessibility improvements towards WCAG 2.1 AA.
03
System
System from the ground up. Design tokens, a scalable component library and themes for white-label clients. One core library, themed for every white-label client.
Governance. Clear rules and brand values so themes stayed coherent without fragmenting the core system.
04
Results
- By the end, the system held 3k+ components, 500+ tokens as Figma variables, 37 text styles and 68 UI pages, all behind one white-label platform. It also included accessibility improvements toward WCAG 2.1 AA.
- Web and native mobile from the same foundation.
05
What I'd do differently
I'd write the governance rules before the second brand arrived, not after. Rules are easy to agree when everyone's still being polite.
Senior Product Designer · London
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Something complex? Good.