Building a digital ecosystem for Rosetta AI
Between 2021 and 2024, I worked with Rosetta AI, an e-commerce startup focused on personalization and AI-driven recommendations. As their lead product designer, I shaped the foundations of their product ecosystem, from internal design systems to customer-facing apps and marketing sites.
My contributions spanned:
Building a design system from scratch to accelerate product development.
Designing their core web app (0 → 1), enabling merchants to analyze data and create recommenders through a no-code editor.
Creating a suite of plugins to drive engagement, click-throughs, and conversions.
Designing and content modelling a component-based marketing website integrated with Prismic CMS.
Together, these projects helped Rosetta AI move fast, scale consistently, and deliver measurable value to both customers and internal teams.
Client
Rosetta AI
Role
Lead Product Designer
Year
2021-2024
Design system: creating a foundation from scratch
Problem
The absence of a structured design system caused inefficiencies and inconsistencies. Off-the-shelf UI kits weren’t flexible enough for Rosetta AI’s evolving features or brand identity.
Solution
Built a custom design system using Atomic Design principles.
Defined foundations (color, typography, grids, layout primitives).
Designed and documented 40+ reusable components — inputs, buttons, forms, modals, pricing blocks, etc.
Impact
Accelerated prototyping speed for designers.
Streamlined development handoff with a shared library.
Maintained consistency across fast-changing product features.
Web App: From 0 → 1
Problem
Rosetta AI needed to launch its web app quickly — a tool for merchants to analyze ecommerce data, create recommenders, and manage plugins. There was no existing structure.
Solution
Designed the app from scratch with scalable workflows and dashboards.
Created a WYSIWYG editor that allowed non-technical users to configure recommenders and plugins.
Balanced technical constraints with usability, ensuring the product could scale.
Impact
Shipped Rosetta AI’s flagship app from 0 → 1.
Enabled merchants to self-serve, reducing reliance on engineering.
Established the foundation for all future product features.
Plugins: driving engagement and conversions
Problem
Rosetta AI needed embeddable solutions that merchants could deploy quickly on their storefronts to boost engagement and sales.
Solution
Designed multiple plugins focused on personalization and conversion (e.g., recommendation widgets, engagement popups).
Created scalable, configurable UI patterns that aligned with Sage's design system.
Documented usage to make plugins easy for merchants to adopt.
Impact
Increased engagement and click-through rates across pilot merchants.
Expanded Rosetta AI’s product offering without bloating the core app.
Marketing website: fully customizable with Prismic
Problem
Rosetta AI’s marketing team needed to update pages quickly, but relied on designers and developers for every change. This slowed campaigns and launches.
Solution
Designed and set up a component-based marketing website.
Integrated with Prismic CMS slices, giving the marketing team 20+ customizable blocks.
Created flexible templates for home, pricing, feature, and resource pages.
Impact
Reduced page creation time from 1 week to a few hours.
Freed design and engineering teams from repetitive requests.
Maintained brand consistency while empowering marketing.
Outcome
Across design system foundations, product design, plugins, and marketing site, I helped Rosetta AI:
Scale their design and dev velocity.
Launch their core product from 0 → 1.
Boost engagement and conversions with plugins.
Empower marketing to move independently.
This body of work highlights my ability to balance foundational systems, product innovation, and go-to-market execution, building a cohesive ecosystem end-to-end.
Happy to present the full process and trade-offs in a private deck at interview stage.
Vas Frolik
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