OVERVIEW

thredUP asked me to redesign their blog, but the project grew into a full platform migration and an overhaul of how their team publishes online. What started as a visual upgrade became a new content engine built for both speed and flexibility.

BACKGROUND

The original blog, The Thredit, was running on WordPress. It had gotten slow and was tough for the team to update. The marketing team needed more control over content and layouts, and the engineering team wanted a system that was less of a headache to maintain.

PROCESS

• Migrated the entire blog from WordPress to Webflow, keeping site performance and stability front and center

• Rolled out a full navigation redesign for a cleaner, more editorial experience that matched thredUP’s brand

• Built a library of modular components in Webflow, so the team could create new layouts and launch stories without calling in a developer

• Set up a flexible CMS structure that handled everything: tags, categories, featured stories, author bios, and more

• Worked side-by-side with engineering to make sure the new system fit into their workflow and could scale without breaking things

IMPACT

After launching the new Thredit in Webflow and updating navigation, blog traffic increased by 17% over the next quarter. The reusable design system I built made it easier for engineering to keep content and branding consistent, while the marketing team gained the freedom to update and experiment on their own.

LEARNINGS

• Making things easy for non-technical users pays off—if the system works for marketing, it works for everyone

• Building with real-world handoff in mind (not just the design file) creates stronger partnerships between design and engineering

• A modular design system is more than just reusable parts—it’s a way to keep teams nimble and on the same page as the brand grows

• Results come from the whole system working together, not just how it looks at launch

• Migrations work best when you’re in the trenches with every team, not just tossing work over the fence