Designing & Scaling the BatchService Ecosystem: From Chaos to Consistency

Scroll

Project

BatchService

My Role

• Founding Designer & Multi-Hat Operator
(Jan 2020 – Jan 2022)• Product Design Manager
(01/2022–03/2023)

Duration

January 2020–March 2023

Tools

Figma, Zeroheight, Jira, Confluence

Introduction

At BatchService, a fast-growing proptech SaaS company in Phoenix, Arizona, I helped real estate pros with tools like BatchLeads, BatchDialer, BatchSkipTracing, BatchDriven, and BatchData. From 2020 to 2023, the company skyrocketed from 8 to over 350+ people, hitting a 1081% growth rate (Inc. 5000). As Product Design Manager, I built a design system with 550+ components and 2k+ icons to keep all apps consistent and support this crazy growth.

See the system in Figma Explore guidelines in Zeroheight

Results

0% company growth, from 8 to 350+ employees
0+ UI components and 2k+ icons created
0 SaaS apps unified, ensuring consistency
0% user satisfaction

The Challenge

When I started, BatchService was growing fast, but our apps had issues:

  • Mixed-Up Designs: Each app looked different, confusing users.
  • Slow Work: We kept redesigning buttons and forms, wasting time.
  • Newbie Struggles: New designers and developers had no clear guide.
  • Bugs and Errors: Inconsistent components caused glitches.
  • We needed a system to keep things smooth as we scaled.

My Solution

I created the BatchService Design System in Figma, documented in Zeroheight, evolving it over three versions:

  • Version 1 (Late 2020–Early 2021):

    I worked alone, building basic components like buttons and cards to fix urgent inconsistencies.
  • Version 2 (2022):

    Leading 3 part-time designers (30% cleanup), I organized components with Figma tokens and documented them in Zeroheight.
  • Version 3 (Late 2022):

    With my five-designer team, we designed ~550 UI components and 2k+ icons, ready for Web, iOS, and Android. It stayed in Figma, not live, but set a future path.
  • * I used Jira for design tasks and Confluence for team guides.
Liza Zagirova

Putting It to Work

I teamed up with:

  • Engineers: Shared components via Figma’s Dev Mode for easy coding.
  • Product Managers: Aligned the system with app goals.
  • Designers: Trained my team to use and update it.

Versions 1 and 2 went live across all apps, making UX consistent.

The Wins

The design system delivered big:

  • Unified Look: All 5 Web and 3 Mobile Apps felt like one brand.
  • Faster Releases: Components sped up weekly launches in 2020–2021.
  • Team Growth: Helped onboard 350+ staff, supporting 1081% growth.
  • Fewer Bugs: Accessible, standard components cut errors.
  • * It became our go-to for design, keeping quality high.
Trustpilot Customers Reviews 2020-2023

What I Learned

  • Start Small: Even a basic system helps in a rush.
  • Document Everything: Clear guides save time for teams.
  • Work Together: Engineers and managers make it stronger.
  • Keep Evolving: Systems need updates to stay useful.
Previous