Prism
Prism is an analytics product whose value only becomes obvious once you are inside it, which is what made the marketing site a hard problem. The work was a new site, and a design system the product team could build the app from as well.
The old site sold features. Nobody buys an analytics tool because of a feature list. They buy it because they believe it will make one specific decision easier.
Two audiences, one page. Engineers wanted the data model and the API. The people signing the invoice wanted a reason to care. Neither would sit through the other's version.
One scrolling narrative that opens on the decision and works backwards into the mechanics, so both readers reach their answer without a tab switch or a second page to keep up to date.
Built as a component library first and a website second. Every block on the marketing site is the same code the product ships, so the two stopped drifting apart the week after launch.
A component library for a team with four products and four different buttons.