From banner design system to a self-serve tool for 16 markets
Delivery Hero (foodpanda, foodora, yemeksepeti), 2025
ROLE
Design system | User research | Visual design | Roadmap planning
MARKETS
16 markets across Asia and Europe
COLLABORATED WITH
Brand designer, Marketing, Commercial team, Product Manager, Engineering
I led a banner design system across foodpanda, foodora and yemeksepeti that turned into Banner Studio, a self-serve tool local marketers use to make on-brand banners. After 30+ features shipped over 18 months, 70% of banners in production are made by local marketers themselves.
A side project became a funded team, then powering 70% of live banners across three brands in 16 markets
Owning the workstream
The work started in the design team in mid 2024, with no product team and no roadmap slot. I joined a lead product designer on the discovery, took ownership to keep it moving, and became the main point of contact within a quarter.
1
3 brand teams worked in silos
Each had its own guidelines, and the same banner format had a different name in each brand.
2
Lack of governance
Anyone with access could create and publish a banner. Local teams raised about 3,600 requests against 400 from regional teams, and some skipped the creative team entirely.
3
Product restrictions
The app forced one asset to serve two formats, which caused extreme safe zones and cropped images.
Aligning three brand teams to agree one standard
Before this, each brand team worked alone. This was one of the first projects to put all three in the same room.
I ran it in two steps:
A discovery workshop with 30+ stakeholders, including designers from all three brands, the commercial team and the marketing head. We mapped the banner issues and the pain points in the process, from request to upload.
Co-design workshops with brand designers and product designers. We reviewed each brand's guidelines side by side, agreed one set of format names and sketched the new standard together.
I synthesised the output into one proposal for the brand guideline. I then took the art direction to leadership and stakeholders, and got it approved.
Consistency with trade-offs
A great amount of banners are vendor-paid slots. Having a 100% on-brand elements does not give the vendor sufficient brand awareness.
Commercial and retail media needed more freedom in vendor-paid slots, because those slots bring high revenue.
The trade off: premium slots got a vendor highlight colour inside a fixed layout, and our font stayed mandatory in order to retain brand consistency.
foodpanda
foodpanda
foodpanda
One structure, three brand expressions
I built the design system alone, supported 3 brand teams
I set up the design system and Figma library on my own: three brands, every banner format, 16 countries, with localised versions. The new library launched in all markets.
Brand designers were moving from multiple platforms such as Adobe Photoshop, Illustrator and Canva to Figma. I onboarded them with tutorials, manuals and weekly support sessions until the team could run without me.
The quarterly town hall put the work in front of the whole organisation
I presented the project and the banner facelift at the organisation's quarterly town hall. Leadership received it well, and people who plan engineering time now knew the problem and the plan.
Empowering local marketers to create always on-brand campaign banners with confidence
Adoption stalled at 2.5%, and localisation fixed it
I interviewed users across markets with our product manager, 30 people in total. The main blockers were process and incentives, ahead of usability. Local marketers had never made banners, and we were asking them to take on work the creative team used to do.
1
Banner studio powered by figma templates
I set up the template and partnered with web engineer to serve to banner studio as source of truth, giving brand designers the flexibiliy to update brand templates in the future with direct figma update
2
Predefined placement, colours and guidelines
Local marketers don't need to think about the design. All they need to do is provide the content and banner studio will do it's magic.
3
Localised, 16 markets
I set up the figma banner templates in a systematic manner to support the expansion and localisation of all markets
Local marketers now make 70% of banners themselves
70% of banners in production are now made by local marketers in Banner Studio, across 16 markets with localisation.
It was 2.5% in Q4 2025 and 49% in H1 2026. We shipped 30+ features and optimisation over 18 months to get there.
Looking back
The sell form is a key feature of Carousell, as every seller must go through it to list items. It required extensive persuasion of all stakeholders and meticulous planning, alongside vigilant post-launch monitoring to ensure key metrics remained healthy. Utilising various validation methods was crucial in ensuring success of these updates.