Dual Impact
Overview
A visual and web system that served both user and brand.
For over two years, I designed and developed in-app and web-based content for Univision’s interactive TV campaigns via the Mobii app. The system was built to enhance the viewer experience while improving brand performance — creating a win-win between audience and advertiser.
Velocity & Value
The Challenge
Delivering fast, adaptive design at scale.
The team needed to move faster and the design organism needed to be smarter so the content experience could scale without bloating. I know; I worked between the tension of design and front-end supporting a fast-paced business team and creatives that had their own set of deadlines.
Strategic response
The Approach
Web-first thinking.
I designed a process using Sketch templates I created to streamline the production of dynamic micro-sites—supporting a flexible, web-based strategy for the app. This allowed us to deliver a native look and feel while harnessing the speed and adaptability of the web, making it easier to meet the evolving needs of our content creators and advertising partners in real time.
Process maturity
A System Design Foundation
Designed to move at the speed of broadcast.
Both our design and web infrastructure were forced to mature under the pressure of the rapid environment:
- Started from ad hoc Photoshop templates with deeply embedded Smart Objects to Sketch with defined styles, objects and sized artboards for our product needs.
- Migrated to Foundation away from an undocumented framework for short-term consistency.
- Eventually moved to a custom design system that emphasized reusability, responsiveness, and modularity with a core design system comprised of base styles, essential components and use documentation.
Measurable results
Outcomes
Fast cycles, strong collaboration, better design.
The shift to a flexible, web-first system had measurable impact across several dimensions:
- Speed increased dramatically: What once took a week to publish could now go live in a matter of hours, enabling real-time responsiveness to events and promotions.
- Team efficiency grew: Content, design and marketing teams could work more independently and collaboratively using a shared design system.
- Scalability was achieved: The same design system and infrastructure were reused across campaigns, minimizing redundancy and increasing output without added complexity.
Personal growth
Reflection
This project deepened my ability to ship fast.
What began as a workaround became a scalable design process. Working under this level of pressure taught me how to turn rigid assets and tight timelines into systems that bridged creative, dev, and business. It shaped how I think, not just as a designer, but as a translator between vision and execution.
Contact Me
Have a project or problem to solve?
Use my form, send me an email at hello@johnhansen.design or schedule a call.