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About︎︎︎

Proof at Scale: Customer Story Design System



Summary
Customer stories are a core proof point for Dixa's credibility and pipeline. As Brand Designer, I built a scalable customer story program, designing PDF case studies, website story modules, and a social template system for both launch moments and evergreen sharing.
Snapshot
  • Role: Brand Designer
  • Partners: Content Marketing, Customer Marketing
  • Deliverables: Customer story PDFs, website heroes, social templates across multiple channels and formats
Challenge
Build a flexible system for customer stories that works across web, PDF, and social, adaptable to different industries, lengths, and approval requirements without losing brand consistency.
Approach
  • Story Framework: Standardised a Situation → Challenge → Solution format with stat callouts and testimonials for quick, credible scanning.
  • Scalable System: Built a modular Figma library (covers, metric tiles, pull quotes, logos) to scale across brands and formats.
  • Full-channel execution: Delivered website heroes, PDF spreads optimised for readability, and social templates.
  • Stakeholder alignment: Partnered with Content, Customer Marketing, and clients to finalise copy and secure approvals.
Outcomes
Customer stories shipped across web, PDF, and social with a consistent system that shortened time-to-publish. Templates were adopted as the standard for new case studies and extended into sales decks and nurture emails, giving GTM teams a reliable proof-of-value toolkit.