DeltaBlaze: Institutional Infrastructure Redesign
Role: System Analyst designer
Timeline: 5 months
The Vision
Bridging Authority and Speed
DeltaBlaze is a fintech startup focused on mortgage-backed securities. The marketing team couldn't launch updates without developer support, while developers needed to focus on core product features. I redesigned the marketing site with a modular CMS structure that gave the marketing team autonomy to update content while establishing the institutional credibility needed for financial products.
Project Brief
Establish market authority for a financial startup
I was tasked with creating institutional credibility for MBS/ABS products through website design while giving the marketing team operational independence. The solution: a component-based design system with standardized modules that marketing could rearrange and update without developer involvement.Rega
32%
Engagement
Session duration and click-through rate improved after information architecture improvements and clearer content hierarchy.
100%
Content Autonomy
Marketing team can now update all website content independently without developer involvement.
60%
Faster Production
Reduced asset creation time by 60% using ChatGPT for copywriting and concept generation
Constraint Map
The Technical Bottleneck
The Problem: A Site Trapped in Code
The DeltaBlaze site was built on traditional WordPress with hardcoded templates. Every content update required manual code deployment by developers. Marketing couldn't add pages, update copy, or rearrange layouts without dev support. This created bottlenecks where developers had to pause product work for marketing updates, and performance suffered from unoptimized code.
Strategic Constraints
Business Challenge: High-Stakes Trust on a Budget
The MBS/ABS market demands institutional credibility. A generic startup aesthetic wouldn't work. Without a dedicated design team or agency budget, the marketing department was entirely responsible for creating custom iconography and visual assets that felt established and trustworthy within a 5-month timeline.
Strategy & Pivot
The Strategic Pivot
Moving from Static Maintenance to a Modular System
Rather than just reskinning the site, I migrated it to a block-based WordPress structure. I built a library of modular page sections (hero blocks, feature grids, testimonial cards) that marketing could arrange and customize through the CMS. This transformed the site from hardcoded templates into a flexible system, eliminating the developer bottleneck for content updates and new page creation.
Protecting Product Development
Navigating an Evolving Software UI
The product UI was still in active development, but the marketing site needed to show something to establish credibility. I used selective blurring on platform screenshots to demonstrate the product exists without revealing unfinished features. This approach maintained institutional trust with potential clients while giving the engineering team freedom to iterate without public pressure.
AI-Assisted Workflow
Executing high-end art direction solo
Without a dedicated design team, I used ChatGPT as a creative partner to synthesize UX copy and generate concepts for custom iconography. This AI-assisted workflow allowed me to produce and iterate on visual assets in hours rather than weeks, delivering work that would typically require a full creative team.
System Architecture & Asstes
AI Asset Production
Creating an Institutional Visual Language
Without a dedicated graphic design team, I used Midjourney to develop a custom library of high-end, brand-aligned illustrations. I focused on sharp geometric forms and geometric forms and abstract patterns that represented the complexity of the MBS/ABS market while maintaining institutional credibility.
Modular Component Architecture
Building a Custom Design Toolkit
I built a library of reusable components including data cards, contact forms, hero sections, and feature grids. These modular blocks act as digital building blocks that marketing can arrange and customize through the CMS without touching code. This system keeps the site consistent, fast, and responsive while giving the team creative flexibility.
Validation & future Proofing
Simplifying the Data Layout
Cleaning up "Density Friction"
The site was overwhelmed by dense technical content required for institutional credibility. I analyzed the content hierarchy and implemented an accordion-based layout for detailed information. This progressive disclosure approach surfaces key value propositions immediately while keeping technical details accessible through expandable sections. The result contributed to the 32% increase in user engagement.
Built to Evolve
System in Production
The DeltaBlaze site launched in June 2025 and is currently live using the modular component system. The marketing team actively maintains and updates content independently, adding new product pages and case studies without developer involvement. The design system delivered includes 15+ reusable components and 5 page templates that scale with the business.