Enterprise Developer Hub Site Builder

Project Overview

Enterprise company Snaplogic hired me to lead the early-stage vision and design of a developer hub site builder that spins up branded developer hub sites for enterprise clients. I was involved in the strategic product leadership and design of both the site builder itself as well as the design and functionality of the developer hub sites it produced.

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Business Context

The company was building a Squarespace-style site builder for developer documentation sites for their fortune 50 clients. They hired me to focus on the strategy and design under the division's Director of Design.

Stakeholder Alignment & Discovery

Objective: Understand both product vision and client expectations to define a clear, strategic UX path.

Reviewed internal pitch decks, technical prototypes, and sandbox tools.
Conducted interviews with internal stakeholders to uncover:
- The dual nature of the product: a builder and the sites it produces.
- Key personas: Site Builder users (typically IT Managers/Engineers) vs. Site Visitors (Developers and general users).
- Benchmarked inspirational sites (BMW Developer Hub stood out for clean API presentation and visual polish).

Strategic Planning & Theming Framework

I developed a dual-tier theming and templating model to support both functionality and visual differentiation:

1. Structural Categories for Templates:

Highly Graphic, Highly Textual
Medium Graphic, Medium Textual
Low Graphic, Highly Textual
Minimalist
Maximalist

2. Visual Themes for Branding:

Manufacturing
Healthcare
Futuristic
Retro
Modern

Each combination offered a flexible yet structured foundation for clients to build on-brand, on-function developer hubs.

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Information Architecture & UX Documentation

I defined foundational information architecture (IA) for both the builder app and the generated sites:

Created flowcharts and complementary documentation for internal alignment.
Delivered component inventories based on user needs, functional requirements, and dev feasibility.
Mapped every page type (e.g., homepage, support, login) and outlined required section templates.

Collaboration & Leadership

Held weekly alignment sessions with the Design Director and async feedback cycles with dev/QA teams.

Provided documentation in dev-friendly formats (docx, annotated PDFs).

Established weekly Slack summaries to clarify evolving priorities and maintain progress visibility.

Maintained diplomacy amid cross-team tension positioned UX as a neutral strategic function.

UX + UI Execution

Navigation Strategy

I created two scalable navigation patterns:

Top Navigation + In-page nav
Sidebar Navigation + expandable sections

These designs prioritized usability for documentation-heavy experiences and earned strong feedback from both internal stakeholders and the design leadership.

Page Templates & Section Modules

I began crafting high-fidelity UI designs for key pages (e.g., homepage, support, login), with modular section templates that could be re-used across different site themes.

Each section came with:

4–5 design variants
Grid
Strategic UX notes
Site builder-specific UI for adding/editing/removing components

These were built with scalability and theme adaptability in mind, ensuring long-term maintainability for engineering and flexibility for end users.

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I also handed off detailed strategy and design system documentation notes which allowed future designers to work off of and developers to reference for implementation.

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Outcomes & Impact

I brought structure, strategy, and design clarity in a short time to an early-stage project and I set up the design team and engineering stakeholders with a roadmap they could move forward with confidently. I did this by...

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Establishing a strategic design foundation that clarified direction for teams across design, QA, and engineering.
Delivering a framework for long-term scalability, including themes, templates, and site builder UX components.

Led the early-stage UX strategy and design for a developer hub site builder for Fortune 50 companies.