SurveyMonkey Reshape – Content Strategy and Design for Blog

JMM.

Building a Unified Design System for a Post-Acquistion Editorial Platform

Role: Design Systems & Editorial UX

Duration: 4-8 Weeks

Teams: Branding Team & Product Designers

Stakeholders: VP of Design, Content Lead, UX Manager

Role: Product Designer — Design Systems & Editorial UX

Duration: 4-8 Weeks

Role: Design Systems & Editorial UX

Duration: 4-8 Weeks

Teams: Branding Team & Product Designers

Stakeholders: VP of Design, Content Lead, UX Manager

OVERVIEW

How might we unify SurveyMonkey and Momentive content into a cohesive, scalable content system while preserving brand identity and enabling repeatable storytelling?

When Momentive acquired SurveyMonkey, two brand systems, two content teams, and two visual languages suddenly had to become one. I led the UX and design of Reshape — building the system behind the platform, not just the screens on top of it. The goal was a scalable, modular editorial experience that a non-technical content team could actually own and operate without a designer in the room.

Post-acquisition, Momentive needed a unified, modern platform. I led UX and design for Reshape—a scalable blog showcasing insights, research, and stories to boost brand authority and traffic.

IMPACT

Designed a unified system spanning 5+ content types, two brand identities, and a CMS-ready component library — enabling a non-technical content team to publish at scale without design bottlenecks.

Designed a unified system spanning 5+ content types, two brand identities, and a CMS-ready component library

CHALLENGE

Momentive needed a central space to tell stories, share insights, and grow brand visibility.

No central hub for content or case studies.

Customers and enterprise readers were engaging with SurveyMonkey tools—but lacked a central place to learn from real data stories, best practices, and case studies. So Momentive sought to launch a brand-new blog product that would:

Position Momentive as a leader in user-driven insights
Drive organic traffic and SEO value through smart content UX
Align two visual systems under one evolving brand identity

Meanwhile, the internal content team needed flexible templates to publish content at scale—without relying heavily on dev.

Two brands, one platform, zero room for inconsistency. Momentive needed a unified content hub that would establish thought leadership, drive SEO, and give their content team the ability to publish without bottlenecks.

Designing the system behind the content

The problem wasn’t just inconsistency. It was scale.

To support a unified brand and scalable content creation, we needed more than individual layouts, we needed a system that could be reused, extended, and maintained across teams.

Layout Systems

Flexible templates for blogs, stories, and case studies

Consistent structure across content types

Component Library

Reusable UI components for content modules

Consistency across pages, reduced duplication

Brand Alignment

Unified typography, color, and visual language

Cohesive experience across merged brands

DESIGN STRATEGY

Crafted a modular, editorial system for unified brand storytelling

Crafted a modular, editorial system for unified storytelling

I didn't start with screens. I started with the system — because getting the foundation right meant everything else could scale without me.

I built the system before the screens.

Modular templates, a merged component library, unified art direction, and branded data visualization — all designed so a non-technical team could own it after I handed it off.

Editorial UX Framework
Mapped user flows for reading, sharing, and exploring related content across blog and resource pages.

Design System Merge
Unified Momentive and SurveyMonkey components into one scalable UI kit.
Art Direction Expansion
Established a grayscale-forward image library enhanced with branded color accents and patterns—creating a consistent, insight-driven editorial tone.
Modular Templates
Designed reusable layouts for longform articles, quick reads, and case studies to streamline publishing.
Data Visualization
Built branded chart and stat templates for use across CMS-driven content.

Editorial UX Framework
Mapped user flows for reading, sharing, and exploring related content across blog and resource pages.

Design System Merge
Unified Momentive and SurveyMonkey components into one scalable UI kit.
Art Direction Expansion
Established a grayscale-forward image library enhanced with branded color accents and patterns—creating a consistent, insight-driven editorial tone.
Modular Templates
Designed reusable layouts for longform articles, quick reads, and case studies to streamline publishing.
Data Visualization
Built branded chart and stat templates for use across CMS-driven content.

SOLUTION

Built a flexible, branded system for blog and case study content.

Launched Reshape as a modern, responsive blog platform—blending editorial storytelling with scalable brand consistency

Redesigned the experience architecture to improve structure and usability
Co-directed a unique image system using grayscale photography with branded overlays for visual cohesion
Developed a flexible data visualization style to make research accessible, engaging, and on-brand
Established scalable design systems that elevated Momentive’s thought leadership and supported future growth

Launched Reshape as a modern, responsive blog platform—blending editorial storytelling with scalable brand consistency

Redesigned the experience architecture to improve structure and usability
Co-directed a unique image system using grayscale photography with branded overlays for visual cohesion
Developed a flexible data visualization style to make research accessible, engaging, and on-brand
Established scalable design systems that elevated Momentive’s thought leadership and supported future growth