Rule, end to end

Rule makes marketing automation for email, SMS and RCS. As the company grew, the web app and the website started to feel dated. The bigger problem sat underneath: there was no shared system, so every new screen was designed and built from scratch.

Rule needed a partner who would learn the product and the brand, and build something that lasts, not a round of tweaks.

We started with the foundation: a component library and documented rules for colour, type and spacing. Designers, developers and marketers now work from the same playbook, and the system grows with every feature Rule ships.

The app is where Rule’s customers spend their day. We talked to users and read the analytics to find where people got stuck. Onboarding stood out, so we simplified it first.

Then came a cleaner, faster interface with simpler navigation. Every major flow went through interactive prototypes with real users before it shipped.

The website is Rule’s front door. We moved it onto the same design system, so the site and the app feel like one product. It’s built mobile first, with clear calls to action.

Handoff runs through Figma, with specs developers can build from directly. Regular check-ins keep us aligned as priorities shift, and we watch how people use the product to spot the next improvement early.