Rosa Huang





Currently at Via Transportation, I shape the scalable web and digital brand experience for transit nerds—building systems that make digital storytelling cohesive, clear, and visually engaging.

Selected Works Selected Works Selected Works
Project 1

Web Design System.

Architected a scalable design system bridging Figma and HubSpot, transforming our web production workflow and increasing build efficiency by 60%.




I built the system in Figma, defining core components, typography, colors, grids, and a unified icon library for digital and print. Working closely with enigineers, the system was translated into HubSpot drag-and-drop modules, enabling Content and Marketing teams to independently create and publish landing pages. This work improved workflow efficiency, ensured visual consistency, and established a scalable framework for future brand projects.
Impact/
2.5× faster page production time with reusable design system.

1/3of the team actively using the system to independently build and publish pages.
Contributions/
  • Design System Architecture
  • Modular Component Library
  • HubSpot Integration

Project 2

Via websites

 Redesigning a Transit Platform's Digital Brand.




Via operates in 750+ communities across the globe — but their website looked like every other enterprise SaaS product: generic blue-and-white, data-heavy, and cold. The brand had the ambition of a company reshaping how cities move, but a digital presence that felt like a software catalog.

I led the end-to-end redesign of Via's web presence as the sole product designer — owning art direction, design system, UX strategy, and production across every page from homepage to subpages.
Impact/
✢Strengthened brand consistency and visual quality across the homepage and solution pages.

✦Established as the core visual interface for Growth and BDR marketing campaigns.
Contributions/
  • Art Direction
  • Responsive Web Design
  • UX Strategy
  • Content Strategy
Project 3

Via Resources Hubs.

Led a six-month redesign of Via's Content Hub, using card-sorting research to define a clearer content taxonomy and improve discoverability.



I led the Content Hub redesign, transforming a siloed resource center into a dynamic destination for industry insights. Conducted card-sorting and stakeholder workshops to overhaul the information architecture and enhanced discoverability with dynamic layouts, refined typography, and scalable blog templates, resulting in deeper engagement and stronger lead generation.
    Impact/
    ✣
    Restructured information architecture based on card-sorting research and stakeholder workshops.

    ✜
    Shipped reusable blog templates adopted for future content production.
    Contributions/
    • Information Architecture (IA)
    • User Research
    • UI/UX Design
    • Scalable Blog Template Design


    ©Rosa Huang 2025rosahuang.ml@gmail.com