Industry
Fashion
Client
Zalando
Scalable Templates for Content Marketing
A modular design system that empowers content teams to build SEO pages faster — with consistent structure and clear creative boundaries.
As freelance Lead UX Designer, I developed a design system for Zalando's content marketing team to streamline the creation of SEO pages. The challenge: enabling non-designers to build pages independently, while ensuring visual consistency across markets. Working closely with content marketing and designers from multiple departments, I defined a scalable framework of components, modules, and templates — each with clearly assigned roles and constraints.
From components to templates: A three-tier system where UI elements are assembled into modules, each assigned to a specific area in the page framework. Templates then control which modules appear — keeping every page type focused and structurally sound.
Every module is mapped to a framework area — stage, content, or routing — and template types define which modules are permitted. A breadcrumb, for instance, is available only on content pages, not on the hub homepage. Each template is also assigned a level in the site hierarchy, creating a coherent information architecture. The result: content teams can build pages confidently, without guesswork — and designers maintain quality at scale.
