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

More about my interests View my résumé

Selected projects

New campaign
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Campaign name
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)
Conversion event
Target
$
Target will not impact performance algorithm
Tracking Purchases for conversions
Raise awareness
Introduce your brand to new audiences and build recognition before they're ready to buy
Budget and schedule
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DailyLifetime
Start date
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End date Optional
Channel split
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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
Audience
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How do you want to target your audiences?
Demographic and interests targeting
Target viewers who match your goals, including new or similar audiences
Look-a-like for existing visitors
Find similar viewers to those who are on your website
Retargeting existing visitors
Re-engage viewers who have interacted with your brand
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Demographics
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Location
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United States
Ad
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Creatives
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Suggested budget
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your events traffic
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Audience size
Estimates for how many people you will be able to reach based on your campaign strategy and targeting
Your reach is broad, consider adding other demographics, interests, location, or exclusion filters to maximize performance
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.
Read Case Study
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.
Read Case Study
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.
Read Case Study

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.
Read Case Study
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.

Click around to explore, or reach out if you want to collaborate.