Designing a white-label system that scales across 30+ brands
Miss Group is a hosting and domain platform selling domains, hosting plans, and add-ons. I joined mid-project as the senior product designer at a point when the design was still rough, key features were missing, and there was a lot of room for improvements.
The client's ambition was to scale across more than 30 brands, and that fact mattered immediately. I wasn't designing for one product, I was designing a system that would need to hold up across dozens of brand identities without requiring a designer each time.
I was the only designer on the project, so I owned the design end to end. I worked side by side with the developers and the product owner, we reviewed the work together often, and every decision about a new feature was discussed as a team.
- brands on one design system
- 30+
- designer
- 1
- brand launches: the client adds new brands on their own
- Self-serve
I wasn't designing for one product, I was designing a system that would need to hold up across dozens.
White-labelling
The audit
My first move was a thorough audit of the existing experience keeping in mind the scalability. The issues I identified fell into a few clear categories:
Hierarchy: Every element on the page carried equal visual weight, so nothing felt like the obvious next step. Colors, typography, and sizing had no underlying rules.
Noise: Decorative elements, such as random icons, repeated descriptions, redundant CTAs, added visual weight without communicating anything.
Missed monetization potential.
The redesign, under white-labelling constraint
The client had accepted the existing design and wasn't looking for a redesign, they only needed help with upcoming features and white-labelling, but I saw significant room for improvement and pushed for changes.
I picked the most complex page in the flow, built a high-fidelity mockup, and presented it with a clear rationale. Every decision was framed around user behavior and business outcomes, while keeping white-labeling in mind — designing in neutral tones with brand colors as the variable layer. I restructured the typography and layout so the most important information stood out.
CTAs were one of the clearest quick wins: primary actions got the primary brand color, secondary actions stepped back visually. I removed elements that weren't communicating anything and introduced new ones that improved the flow. The goal was to make it easy for the user to scan the page and know exactly what to do within seconds.
The client liked the direction, they were happy with the initiative and gave me a green light to continue with the full redesign, which I was proud of.
Every visual decision had to hold up regardless of which brand was wearing it. That constraint turned the redesign into a system.
The core challenge was separating semantic meaning from brand expression. Colors that carry meaning — error, warning, success, info states — stayed fixed across all brands. Colors tied to identity — primary and secondary brand colors, CTAs — became adaptable.
In Figma, I structured color variables into three layers: primitives (raw values), semantic (meaning mapped to those values), and brand colors. Swapping a brand came down to updating a defined set of variables, not redesigning anything. Typography stayed consistent across all brands to keep the system simple for the client to manage.
After completing the design, I put together white-label documentation so the client could onboard new brands independently, without needing a designer. It covered how to select colors for different elements, what lightness and darkness ranges work, and which combinations to avoid. After that, I walked the client through it in a dedicated session to make sure nothing got lost in handoff.
Cart overview page
The cart overview page was one of the most complex pages on the project. Before touching layout, I mapped out every possible cart configuration. A cart could contain: a domain bundle with freebies, a domain paired with a standalone product, a domain with a product that had its own freebies, a product with an additional freebie, a standalone product, or a standalone domain. Each combination had different display requirements and different upsell logic.
Once I had the full matrix of cases, I designed a card type for each one. That gave the page a consistent structure that could flex across wildly different cart contents without breaking down.
Once I had the full matrix of cases, I designed a card type for each one.
Prototyping with AI
One of the new features was a last-chance offer on the cart overview page. After adding a domain from search results, users land on a page of suggested add-ons, which they can skip. Skipping shouldn't mean the offer is gone for good, so if they skip, a small promo widget waits for them in the cart: a discounted domain, a countdown, and a single “Get the deal!” button. One click adds the domain to the cart, the button confirms it, and the widget steps aside.
A flow like this is hard to judge from static screens. What makes it work is timing: when the offer appears, how it sits next to the order summary, what happens after the click. So I used Figma Make to build a working prototype, connecting every page from domain search to the cart, and sent it to the client so they could go through it themselves before anything reached production. My team used the same prototype to understand the flow before building it.
Wiring those screens together by hand would have taken far longer. With Figma Make I could turn designs into something clickable quickly, so the client saw new features sooner and gave feedback while changes were still cheap to make. The widget shipped across all brands.
The client didn't have to imagine how it would work. They could try it themselves.
Admin panel design
Beyond white-label design, I also supported the admin panel. The brief was straightforward: prioritize functionality and ease of use over visual polish, since the only users were the internal Miss Group team.
One of the most significant requirements was giving that team control over form fields across the checkout flow. Fields came from WHMCS, the platform's backend, but it offered no way to manage them — no visibility toggling, no positioning, no validation rules, no classifications. We needed to introduce a Field Management page to the admin panel, designed for non-technical users.
The result was a single page where any admin could handle what previously required a developer ticket: toggling field visibility, adjusting positioning, managing translations, setting validation rules, configuring locking behavior, and managing TLD associations.
Conclusion
Miss Group wasn't supposed to be a redesign project, but I saw the opportunity, presented it to the client, and what started as a narrow brief turned into ongoing work, which I am really proud of.
The white-label design also turned out successful and is now scaling across brands, the client can onboard new ones on their own, and no designer is needed. Building something that works across 30 brands is the best outcome I could have hoped for.
