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Website
A 6,000-page migration and design system overhaul
Deriv, an award-winning trading platform with a 25-year legacy, serves 2.5 million customers and 21 million monthly visitors worldwide. As senior designer for Deriv.com, I contributed to a major redesign and digital transformation, migrating 6,000 pages to Webflow and implementing a scalable design system that streamlined content management and improved operational efficiency.
Company
As a senior designer, I drove a scalable, collaborative transformation for Deriv.com
Overview
As a senior designer for Deriv.com, a leading global trading platform serving 21 million monthly visitors, I worked with the web design team on a comprehensive digital transformation that revolutionized their web presence and operational efficiency. The project involved migrating 6,000 pages to Webflow while implementing a scalable design system that dramatically improved content management and release cycles.
Challenge
Deriv.com faced several critical challenges in maintaining their position as a leading trading platform
Managing an extensive multilingual website supporting 18 languages
Inconsistent design implementation across thousands of pages
Heavy reliance on developers for content updates
Time-consuming page creation and deployment process
Complex content management across multiple subdomain
Solution
Design system implementation
I worked othe development of a modular design system that transformed how Deriv.com approached web development:
- Created reusable design blocks for each site section
- Established consistent design patterns across the platformImplemented a cleaner, more intuitive user interface
- Developed scalable components that could be easily replicated
Technical migration
The transition to Webflow Enterprise marked a significant shift in our development approach:
- Migrated over 6,000 pages from traditional development to Webflow
- Integrated Webflow CMS with native localizationImplemented a no-code/low-code approach for content management
- Streamlined the deployment process for rapid updates
Results
Quantitative improvements
- 3x Faster page creation: Reduced page building time from 3-5 weeks to 2-3 days
- Rapid migration: Completed 6,000-page migration in 3 months instead of 2+ years
- Content consolidation: Successfully merged and organized 400+ blog articles
- Increased release frequency: Achieved more than two releases per week
Qualitative improvements
- Enhanced brand consistency: Unified design language across all platform elements
- Improved team efficiency: Enabled content and SEO teams to make direct updates
- Better user experience: Cleaner, more intuitive interface for users
- Streamlined workflows: Reduced dependencies on development team
Process and implementation
1. Strategic planning
- Conducted comprehensive analysis of existing infrastructure
- Developed migration roadmap with clear milestones
- Established priorities for feature implementation
2. Design system development
- Created modular components for scalability
- Implemented consistent styling patterns
- Developed reusable block library
- Established design guidelines for future development
3. Content Migration
- Organized and structured existing content
- Implemented new content management system
- Established workflow for content updates
- Created templates for future content creation
4. Stakeholder collaboration
- Coordinated with multiple departments including SEO, content, and translation teams
- Aligned design decisions with business objectives
- Maintained clear communication channels throughout the project
- Ensured all teams were properly trained on new systems
Impact
The transformation has positioned Deriv.com for continued growth and success:
Tripled the speed of page creation
Reduced release speed from once a month to 3 times a week
Significantly improved operational efficiency
Enhanced ability to respond to market changes
Reduced technical debt and maintenance costs
Empowered teams to work more independently
Established foundation for future scalability
Key learnings
The importance of a well-structured design system in managing large-scale websites
Benefits of no-code/low-code solutions for content management
Value of cross-functional collaboration in digital transformation
Impact of streamlined processes on team productivity
