Scaling Sprinklr’s Website for IPO and Global Growth

From 36 to 2000+ pages with reusable layouts and a flexible design system
Introduction
Becoming a public company is a pivotal moment in any startup’s story. The expectations shift, and the website that once did “just enough” has to operate at an entirely different scale.

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.
Context & Challenges
The original site had been built quickly by the product design team, with design files in Sketch — a tool we had already phased out in favor of Figma. There was no design system or documentation, and the infrastructure wasn’t equipped to handle the scale the company was aiming for.
  • There was no marketing leadership when I joined. The company had no CMO, no design director, and no other marketing designers in place
  • 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
  • Reusable Templates: Created flexible page templates that gave marketing teams a consistent foundation to build on. This made it possible to scale without needing design support for every single build
  • Component Library in Figma: Built a modular, responsive component library aligned to Sprinklr’s evolving brand, with tokenized styles for consistency and ease of implementation across teams
  • Developer Collaboration: Worked closely with the dedicated dev team to ensure components were technically feasible, accessible, and scalable. Provided detailed specs in Figma, defined reusable patterns, and actively supported development QA
  • Cross-Functional Input: Gathered requirements from demand gen, SEO, and regional stakeholders to ensure components addressed real-world use cases and performance goals. Collaborated on A/B testing initiatives
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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