Bsquare, now Kontron · 2022–2023
Bsquare: A Design System and Website Redesign in Three Months
Bsquare sells system software for connected devices, and the organization had no shared component library. I built one first, then redesigned the whole website with it in three months, and carried the same approach into an ad framework used across 80+ campaigns.
Website
Bsquare builds system software for connected devices: SquareOne for managing device fleets, Windows IoT licensing, and hardened operating systems for Android, Windows, and Linux. The website had to explain three quite different offers to engineering buyers.
There was no shared component library, so each page and each campaign started from its own file. A full redesign done page by page would have taken far longer than the three months available, and would have left the next page starting from scratch again.
Before and after: the same message, rebuilt on shared sections
System
I designed the system before the pages: a 40-component library covering navigation, product cards, principle tiles, stat blocks, industry lists, calls to action, and the footer. It became the organization’s first shared component library.
Every section was designed at desktop, tablet, and phone widths, so the three layouts came from the same parts instead of three separate designs.
The same sections at three widths
Product pages were assembled from the same sections. The SquareOne page reuses the hero, benefits, advantage tiles, package comparison, and free-evaluation call to action, and new needs came back as new modules in the site’s WordPress build rather than one-off pages.
The SquareOne page, assembled from the homepage’s parts
Campaigns
The same approach carried into marketing. I built a reusable advertising framework: one layout that adapts across the seven standard display sizes, from a 728×90 leaderboard to a 160×600 skyscraper, keeping the type, call to action, and brand pattern consistent at every size.
One campaign, seven sizes, one framework
Results
3 months
design system and full website redesign
50%
less design-to-delivery time
80+
campaigns on one ad framework
$50K
saved in creative costs
The ad framework also cut production time per campaign by 40%.
Lessons
Building the system first looked slower in the first weeks. It is the reason the whole site fit in three months, and it kept paying off with every campaign after launch. It was the same call I had made at Coalition the year before.
When a deadline is short, build the parts first. The pages go faster once they exist.
