Experian Design System Refresh
Refreshing the component library behind experian.com/business, so the system that generates every page presents Experian's AI-driven products as forward-looking as they are.
- Role
- Product Designer
- Timeline
- 3 Months
- Type
- Product Design & Digital Marketing
- Tools
- Figma, ChatGPT Enterprise, Adobe Experience Manager
Problem
experian.com/business is where enterprise buyers form their first impression of products they may spend months evaluating. Experian had invested heavily in AI-driven data and decisioning tools, but the website presenting them had drifted. The visual language read as a legacy financial services site while the products it described were positioned as forward-looking. For a B2B buyer doing early research, that gap is a credibility problem before a single feature is read.
The harder constraint was structural. The site is built in Adobe Experience Manager, where marketing teams author pages from a shared component library rather than designing them individually. Inconsistency across the site was not the result of any one page being designed badly. It was the component library reproducing the same outdated patterns everywhere it was used.
Redesigning pages would not hold. The system generating them had to change.
Research
I audited the existing site and benchmarked it against two groups: the other credit bureaus Experian competes with directly, and the B2B data and AI platforms that set enterprise buyers' expectations for what a modern, AI-forward product looks like.
- Stock photography leads the hero
- Dense two-tier navigation plus a breadcrumb
- Value proposition is general (“Better Customer Experience and Smarter Revenue”)
- Friendly brand system: yellow pill buttons, circular photo crop
- One headline, one primary call to action
- Still photo-led rather than product-led
- Site-wide bar: “Power AI with Verified Business Context”
- An on-page AI assistant invites questions
- Positions its data as the foundation AI needs
- Floating, translucent pill navigation
- Gradient display type over an engraved-money illustration
- Customer logos as instant proof
- “Bring agentic AI to all your data” leads the page
- A toggle switches the hero between two AI products
- Real product UI (a terminal) sits in the hero
- A live counter of global GDP running on Stripe
- Animated gradient art with restrained type
- A sparkle-marked “Guide me” entry in the main nav
Snowflake puts its real product interface in the hero. Equifax and TransUnion still lead with stock photography.
D&B and Stripe give visitors an AI entry point on the page itself instead of only describing AI in copy.
Stripe's live GDP counter and Plaid's customer logos earn credibility before a single feature is read.
Of the three bureaus reviewed, only D&B has moved toward an AI-forward presentation, leaving room for Experian to lead the category.
Solution
I translated the audit findings into a set of component-level design recommendations in Figma, built as a refreshed system rather than a set of page mockups. Each recommendation was scoped to what AEM could actually support, so that marketing teams could author with the new components without engineering involvement on every page. I prototyped key components in context to show how they would behave across the range of content the library has to handle.
Outcome
I presented the work to senior leadership as a single narrative connecting the audit, the competitive findings, and the proposed system.
The recommendations were approved and a design refresh roadmap was established.
A/B testing is planned as the refreshed components roll out, so the design decisions can be validated against behavior rather than resting on the benchmarking alone.
