Website Theme System Project
The challenge
Thousands of MSP members needed professional websites, but custom design wasn't scalable. Without a consistent system, website quality varied widely, making it harder for members to launch quickly and present a credible online presence.
The goal
Design a scalable website system that would:
My role
I led the design strategy and production of 30 website themes, defining the information architecture, layout system, design standards, and user experience patterns used across the entire library. I collaborated with the design team to ensure every theme was consistent, flexible, and production-ready.
Approach
Rather than designing 30 unrelated websites, I focused on creating a repeatable system that could scale.
Each theme was built with:
Story-driven page structure inspired by the StoryBrand framework
Flexible layouts adaptable to a wide range of MSP business types
Reusable components that improved consistency and accelerated production
Modern visual design focused on clarity, trust, and conversion
By establishing shared design principles and patterns, we created a cohesive library while giving each theme its own distinct personality.
The solution
The final library included 30 professionally designed website themes that gave members a polished starting point and significantly reduced the time required to launch a professional website.
Impact
Built a scalable library of 30 production-ready website themes
Standardized the user experience across the platform
Reduced the need for members to design websites from scratch
Helped members launch with a more polished and professional online presence
Key takeaway
Designing at scale meant thinking beyond individual pages. Every decision balanced flexibility, consistency, and usability so hundreds of different businesses could build professional websites from the same foundation without feeling identical.
Say hi at kevin.connally@gmail.com
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