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Enterprise Website
Platform & web experience design
At Deriv, I worked on a wide range of web initiatives focused on improving user experience, scalability, and workflow efficiency. This included revamping product marketing websites, enhancing learning platforms, and upgrading system-level UIs to streamline usability and empower teams through design-driven solutions.
Company
Deriv.com enhancements
As a senior designer for Deriv.com, a leading global trading platform serving 21 million monthly visitors, I worked with the web design team on a comprehensive digital transformation that revolutionized their web presence and operational efficiency. The project involved migrating 6,000 pages to Webflow while implementing a scalable design system that dramatically improved content management and release cycles.
Challenge
Deriv.com faced several critical challenges in maintaining their position as a leading trading platform
Managing an extensive multilingual website supporting 18 languages
Inconsistent design implementation across thousands of pages
Heavy reliance on developers for content updates
Time-consuming page creation and deployment process
Complex content management across multiple subdomain
Solution
Design system implementation
I worked othe development of a modular design system that transformed how Deriv.com approached web development:
- Created reusable design blocks for each site section
- Established consistent design patterns across the platformImplemented a cleaner, more intuitive user interface
- Developed scalable components that could be easily replicated
Technical migration
The transition to Webflow Enterprise marked a significant shift in our development approach:
- Migrated over 6,000 pages from traditional development to Webflow
- Integrated Webflow CMS with native localizationImplemented a no-code/low-code approach for content management
- Streamlined the deployment process for rapid updates
Results
Quantitative improvements
- 3x Faster page creation: Reduced page building time from 3-5 weeks to 2-3 days
- Rapid migration: Completed 6,000-page migration in 3 months instead of 2+ years
- Content consolidation: Successfully merged and organized 400+ blog articles
- Increased release frequency: Achieved more than two releases per week
Qualitative improvements
- Enhanced brand consistency: Unified design language across all platform elements
- Improved team efficiency: Enabled content and SEO teams to make direct updates
- Better user experience: Cleaner, more intuitive interface for users
- Streamlined workflows: Reduced dependencies on development team
Process and implementation
1. Strategic planning
- Conducted comprehensive analysis of existing infrastructure
- Developed migration roadmap with clear milestones
- Established priorities for feature implementation
2. Design system development
- Created modular components for scalability
- Implemented consistent styling patterns
- Developed reusable block library
- Established design guidelines for future development
3. Content Migration
- Organized and structured existing content
- Implemented new content management system
- Established workflow for content updates
- Created templates for future content creation
4. Stakeholder collaboration
- Coordinated with multiple departments including SEO, content, and translation teams
- Aligned design decisions with business objectives
- Maintained clear communication channels throughout the project
- Ensured all teams were properly trained on new systems
Impact
The transformation has positioned Deriv.com for continued growth and success:
Tripled the speed of page creation
Reduced release speed from once a month to 3 times a week
Significantly improved operational efficiency
Enhanced ability to respond to market changes
Reduced technical debt and maintenance costs
Empowered teams to work more independently
Established foundation for future scalability
Key learnings
The importance of a well-structured design system in managing large-scale websites
Benefits of no-code/low-code solutions for content management
Value of cross-functional collaboration in digital transformation
Impact of streamlined processes on team productivity
Deriv academy – redesign & webflow migration
A complete redesign of Deriv’s learning platform, shifting from a static, developer-reliant site to a flexible, Webflow-powered CMS — optimized for self-managed updates and mobile users.
Challenge
The original site (academy.deriv.com) had poor UX, lacked content clarity, and was difficult to manage without developer support. It didn’t scale well, especially for a growing content library and mobile-first users.
Solution
We revamped the platform and transitioned it to Webflow, enabling content teams to independently manage updates. I led,
UX restructuring
Visual design and page structure
CMS optimization
Results
100% responsive redesign
Reduced dev involvement in content updates
Increased course discoverability and engagement
Faster turnaround on new content uploads
Process and implementation
Audited existing content structure and user pain points
Wireframed new content flow and navigation
Designed a flexible UI system aligned with brand
Built and tested CMS collections in Webflow
QA and iterated based on stakeholder feedback
Impact
Enabled content teams to update pages without developer help
Delivered a mobile-friendly, engaging user experience
Reduced time-to-launch for new educational content
Established a scalable CMS framework within Webflow
Empowered teams to work more independently
Established foundation for future scalability
Key learnings
Design decisions should balance user needs and team workflows
Benefits of no-code/low-code solutions for content management
Simplifying content structure improves both UX and internal agility
Deriv.ae – regional site adaptation
We created a localized version of Deriv.com specifically for the UAE market as part of a broader rollout of Deriv.com v2 — a cleaner, faster, and more modular version of the website. The goal was to deliver a more focused and relevant experience for users in the region while aligning with the company’s global rebranding.
Challenge
Deriv.com was becoming increasingly difficult to scale and localize. Content for global audiences was packed into a single website, leading to bloated navigation and irrelevant messaging for certain regions. The challenge was to introduce a localized site that felt native to UAE users while still reflecting the updated brand and content direction.
Solution
Successfully launched Deriv.ae as the first regional site using the new v2 design
Delivered faster performance and a lighter UX
Created a model for future regional site rollouts
Results
Successfully launched Deriv.ae as the first regional site using the new v2 design
Delivered faster performance and a lighter UX
Created a model for future regional site rollouts
Process and implementation
Collaborated with the content team to rewrite and localize messaging
Built UAE-specific pages and sections using the new design system
Performed QA to ensure mobile performance and SEO readiness
Impact
Set a standard for future localized versions of Deriv
Empowered teams to work more independently
Established foundation for future scalability
Key learnings
Design decisions should balance user needs and team workflows
Benefits of no-code/low-code solutions for content management
Simplifying content structure improves both UX and internal agility
The importance of a well-structured design system in managing large-scale websites
