I’m Jordan Gulbronson Principal Product Designer I find the structure inside the ambiguity, then build on it

11 years finding the system underneath the problem. I don't stop at just the component library or the design tokens, but find the underlying logic that determines what's worth building.

I believe that strategy can only happen with strong execution, and the tool you use shapes what strategies are possible.

Design systems
0-to-1 platforms
AI interfaces

Tatari · Amazon · Prime Gaming · Alaska Airlines · Comcast

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New campaign
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Goals
Enter your primary goal for this campaign and choose the conversion event
Drive conversions or visits
Drive immediate sales and sign-ups from customers who are already familiar with your brand
Cost per Acquisition (CPA)Return on Ad Spend (ROAS)Cost per Visit (CPV)
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Tracking Purchases for conversions
Raise awareness
Introduce your brand to new audiences and build recognition before they're ready to buy
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Streaming TV
Includes 756 apps & channels
$
80% of your budget
Online video
Includes ~17,000 domain with Doubleverify BrandSafety partnership
Top 500 domains
$
20% of your budget
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Demographic and interests targeting
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United States
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Tatari Self-Serve
8 weeks → 20 minutes Time to first launched campaign
- Self-serve first New growth clients now start in the self-serve product
- 4x Increase in client capacity per buyer and CSM
Tatari's growth depended on hiring more media buyers. I led design for the self-serve platform that replaced inventory-based buying with a model built around the goals and audience marketers already understood.
Read Case Study
01 The system
Tokens
background.primary
text.primary
border.focus
interactive.primary.default
--radius-sm
status.error.base
Components
button.md
input.md
checkbox.md
Guidelines
design.md
accessibility.md
02 The ask
Build a Tatari login screen using the Beam token system. Start with work email, then ask for password after email is confirmed.
Pulled from the system
background.primary
text.primary
border.focus
interactive.primary.default
--radius-sm
button.md
input.md
design.md
03 The result
Generated
<LoginScreen bg="var(--color-background-primary)" border="var(--color-border-focus)" cta="var(--color-interactive-primary)" radius="var(--radius-sm)" />
Beam by Tatari
48% → 100% AI-generated component accuracy for design and code review
- 5 products Using the system, with Upstream still adopting
- 3 themes One token architecture serving Tatari, Upstream, and Vault for Brands
Tatari's design system was buried in one app's repo, and AI tools couldn't read it. I rebuilt it as a public, multi-theme token system with guidelines written for agents.
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PrimarySecondaryTertiarySelectFocused inputSelectedToggle
Buy with Prime
40% Faster UI development
- 30+ designers, 100s of engineers In the organization supported by the system
- 25 Net new patterns and components across 8 product areas
As the only design systems designer on a pre-launch team, I decided what patterns to build, how teams would contribute, and how two audiences would share one visual language. Four years later, the patterns are still in use.
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Game
TitleApex Legends
PlatformsPC, PlayStation 4
Item
In-game itemInverse Polarity
Redemption codeAPX7-K2QF-9LM4
Offer
Start and end date21 Jan to 24 Feb 2021
MarketplacesUS, UK, DE, JP
Horizon: Inverse Polarity
In-game content
Team
Apex Legends
Game
Apex Legends
Start
21 January, 2021
7:00PM (PST)
End
24 February, 2021
6:59AM (PST)
Draft
Listing details
Prime GamingNow part of Amazon Luna
20% Reduction in time to create an offer
- First self-serve publishing Free Games could be published by developers directly
- Fewer duplicate offers Due to a new lifecycle view
Game developers had to go through a person to publish anything, across three tools that had grown separately. I led research and design for the first Partner Portal, merging them into one product with self-serve publishing.
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Premera Blue Cross
25% Faster UI development
- WCAG 2.1 AA Accessibility standards met
- Dedicated design systems designer Hired after I left
Premera's design practice and mobile team were growing faster than our processes were. I built a mobile design system to do three things: make our design elements consistent, fix communication between teams, and bring the apps up to accessibility standards.
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Comcast
6+ Platforms unified
- Scaled across Corporate, Technicians, Retail Audiences
- Influenced future internal tool development Outcome
Comcast's HR Communications team needed to consolidate years of fragmented internal platforms into a single source. I designed a concept dashboard to help stakeholders understand potential directions for the future of employee communications.
View Project
Crowds
40% Increase in students trying new locations
- 90% Rated "very easy to use"
- 30 students, 10 businesses Research participants
Crowds was a Philadelphia startup that makes navigating study spots, bars, and restaurants easier. As founding designer, I brought Crowds to life through mobile app design and web promotion.
View Project

Jordan Gulbronson

Based in Orlando, lifelong musician, soccer fan, HCI history nerd and constant tinkerer.

Jordan Gulbronson1 / 24

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