About Work
JibJab Web Redesign

In late 2024, I led JibJab’s first major web refresh in years. My role centered on expanding the existing design system, redesigning core pages, and creating reusable components that could be used across holidays, promotions, and future features.

My Role
Product Design Lead
Timeline
Late 2024 → May 2025
Team
Design · Engineering · Marketing
Scope
Homepage · Category pages · Design System · Mobile web
The Problem
Structural Limitations of the Legacy Website.
JibJab’s legacy website remained visually consistent for years. The design was familiar, recognizable, and on-brand. But behind the scenes, the pages were built on static templates.
That rigid structure gradually became a bottleneck. Any structural change — like adding a new module or updating layout — required engineering support and weeks of development time.
As JibJab expanded into Starring You AI, JibJab Invites, and new seasonal campaigns, the system couldn’t keep up with the pace. This gap between the brand’s fast growth and the website’s limitations is what triggered the full refresh.
Old Christmas Category Page
The Design Solution
From Static Template to a Modular System.
We quickly realized that updating the interface alone wouldn’t solve the underlying limitation of the website. Instead of redesigning a single page, we shifted the approach to building a modular component system with flexible building blocks that could be reused and rearranged across the site.
This transformed the website from a fixed template into a scalable framework, allowing the experience to evolve alongside JibJab’s growing content library and product offerings.
Reusable components power multiple pages across the site.
Component System
Build Once, Scale Everywhere.
The system is built from reusable components, starting with thumbnails and scaling into larger content blocks like Featured, Top 10, Starring You AI, JibJab Invites, and Cast Number.
Because each component functions independently, sections can be easily rearranged or prioritized to support different campaigns and content needs.
System Application
Applying the System to the Category Page.
The category page was the ideal place to first apply the modular system. As a high-traffic page that’s frequently updated for seasonal campaigns, it also exposed many of the structural limitations of the old template.
Applying the modular approach, reusable components such as the hero banner, content blocks, featured collections, and the All content section come together to form the full category experience.
By rebuilding the category page first, we established a scalable foundation that could extend across the rest of the platform.
UX Enhancement
Improving Browsing with Filter & Sort.
After establishing the modular category framework, I focused on improving how users browse within it. As JibJab expanded beyond Ecards into new product types, category pages evolved into content hubs for each occasion, making browsing more complex as the library grew.
The All section of the category page allows users to explore the full content library. Previously, filtering was limited to number of people, and filtering and sorting were separated, making it harder to narrow results.
I redesigned the experience to support filtering across product types and combined Filter & Sort into a single slide-out panel. This keeps controls organized in one place and makes it easier for users to refine results.
Final Designs
Category Page.
The redesigned category page organizes content through a series of modular sections that guide users through the experience. Featured highlights, curated collections, and ranked lists introduce content progressively before leading into the full library.
This structured layout improves visual hierarchy while allowing different content types to coexist within a cohesive browsing experience.
Homepage.
Once the category page system was finalized, the next step was bringing that same structure to the homepage. While category pages organize content for browsing, the homepage serves as the entry point for seasonal campaigns and product discovery.
Using the same component library, the homepage was rebuilt as a modular framework. A full-screen hero highlights the current campaign, while content blocks, featured collections, and category shortcuts guide users into different content experiences.
Because these elements are built from the same components, the homepage can easily adapt to new campaigns without redesigning the layout each time.
Mobile Optimization
Desktop First, Mobile Adapted.
Because most users accessed JibJab on desktop, the system was designed for desktop first to establish the core layout and components. The same modular system was then adapted for mobile, creating a clean browsing experience on smaller screens.
Launch
Phased Rollout.
JibJab’s long-term vision is to transition the platform to dark mode. To ensure a smooth transition, the new system was rolled out gradually, starting with the category pages to validate performance, CMS integration, and the modular layout.
While the system was designed with dark mode in mind, the initial release used a lighter theme. This allowed the platform to evolve toward the full design vision over time.
Phase 1 Launch · October 2025 · Hybrid light theme built on new system
Outcome & Impact
A System Built for Growth.
The redesigned system changed not only how JibJab looked, but how it worked behind the scenes. By replacing static templates with modular components, the team can now launch holiday campaigns faster, reuse assets across pages, and maintain a more consistent visual identity.
For marketing, seasonal pages can now be configured directly in the CMS using the same building blocks. For engineering, the modular structure reduces redundant builds and creates cleaner, standardized layouts. For users, the result is a smoother, more immersive browsing experience that better reflects JibJab’s playful brand.
One of the most rewarding outcomes was seeing the system continue to evolve after I left the company. The Halloween 2025 rollout adopted the framework and proved that the structure and design principles held up in real production.
More than a website refresh, this project transformed a rigid campaign-by-campaign workflow into a scalable system that enables the team to move faster and build new experiences with greater flexibility.
JibJab App Welcome Flow