Scaling Sprinklr’s Website for IPO and Global Growth

From 36 to 2000+ pages with reusable layouts and a flexible design system
Introduction
When I joined Sprinklr in 2020, the company was already a startup unicorn valued at approximately $2.7 billion, yet the site was still in its MVP stage — just 36 pages, with visual styling loosely modeled after another brand. It had served its purpose, but it wasn’t built to scale.

With an IPO on the horizon, we didn’t just bring structure to what existed, we reimagined it. I helped define a new visual language for the web, established scalable patterns, and rebuilt key pages with flexibility and growth in mind. Sprinklr (NYSE: CXM) launched on the New York Stock Exchange in June 2021.
Challenges
  • There was no marketing leadership when I joined. Without a CMO, design director, or design team, I had to quickly balance immediate needs with building scalable design practices
  • The brand was evolving, Sprinklr updated its logo and visual identity during my tenure, but no system or guidelines had been established for the web
  • No reusable components or working design files to build on
  • Shifting brand directions as marketing leadership took shape required adapting to multiple new priorities and creative approaches
Screens taken from the figma library, showing design system work and annotation
My Role
I led the creation of a scalable design system for the marketing website — building reusable templates, modular components, and a flexible Figma library to support rapid growth. I defined layout standards, partnered with developers on handoff and QA, and helped establish foundational design patterns that streamlined implementation across teams.

Beyond system work, I collaborated in a cross-functional marketing pod for Sprinklr's Research product and led high-impact projects like the Forbes interactive report in Ceros, balancing long-term infrastructure with fast-paced creative campaigns. While I wasn’t the only designer, eventually, on the marketing team, I was the primary driver behind the web design system and often led larger projects where tight coordination and fast execution were critical.
Approach
  • Design System Architecture: Built reusable templates and a modular Figma component library with tokenized styles, giving teams a consistent foundation to scale the site without needing design involvement for every page without needing design support for every single build
  • Developer Collaboration: Collaborated with developers to ensure feasibility, accessibility, and scalability. Provided specs, defined reusable patterns, and supported QA to keep handoff smooth
  • Cross-Functional Input: Worked with demand gen, SEO, and regional teams to align components with performance goals and campaign needs
  • Pod Marketing Structure: Sprinklr organized marketing into product-specific pods, each with dedicated roles; I was the designer in the Research pod, enabling fast, product-focused campaigns
Outcome
  • 164% year-over-year pipeline growth driven by website demand generation efforts
  • Scaled the site from 36 pages in one language to 2,000+ pages in six, supporting a global SEO strategy through reusable templates and a structured content hub model
  • Improved build speed and consistency through standardized components and close design-dev collaboration
  • Created a system that enabled future branding updates to be applied efficiently at the component level, eliminating the need for full rebuilds
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