AdultWork

Platform migration, a new design system and the WA3 homepage on one of the UK's largest adult entertainment platforms.

Woodlaine Digital Solutions · Senior UX/UI Designer · Jun 2025 to present · Responsive web, legacy platform (Classic) and new platform (WA3) running in parallel

Disclaimer: Due to non-disclosure agreements with Woodlaine Digital Solutions, my current employer, I am not able to show screens from this work.

Context and team

AdultWork is a long-running, high-traffic UK platform with two generations of product running side by side: the legacy Classic site and the new WA3 platform it is migrating to. Work is organised into twelve buckets, each with its own stakeholders, a dev lead, a product lead, a business analyst, QA and UX. There are two UX designers at Woodlaine, at the same level, and the buckets are split between us. In every bucket I own I am involved from requirements gathering: the hard requirements (age verification, content moderation, payment provider rules) are fixed; how each flow works is shaped with the product lead and business analyst from the start.

My remit

UX ownership of my buckets across both platforms, which include the Classic-to-WA3 migration of the account flows, the WA3 homepage, content pages, profile page, search functions and the new end-to-end design system, built in direct collaboration with the developers. Evidence-based iteration with GA4, Microsoft Clarity and A/B testing. Design review shared between the two of us.

Scope

The migration covers the account side of the product: onboarding, profile management, account management, settings and privacy, provider service settings, media management and age verification, plus a bridge link from the Classic site into the WA3 dashboard so members can cross between the two without losing context. Around it sits a broader run of platform work: an app-like mobile shell with bottom navigation and a redesigned menu; location-driven search and the alignment of every search page to a new filtering layout; map, listings and discovery pages; membership upsell, paywall offers and top-up prompts placed inside existing flows; gallery, album and upload improvements; a bank of pre-moderated images; and the live cam product's chat-only mode. The single largest new build was the WA3 design system alongside the homepage.

The Design System

It is the platform's single source of truth, and the decisions about what enters it and what ships to the developers were thorougly thought and decided by me based on industry standards and design system frameworks and guidelines e.g. material UI. It was built in collaboration with the developers rather than handed to them. Tailwind CSS as the styling layer, with shadcn/ui components customised to the brand theme, so the component in Figma and the component in code are the same object with the same tokens and states. Tokens are managed in Figma: semantic colour themes for light and dark mode, typography, radii and shades. Twenty core components ship alongside the themes. The result is that components hand off production-ready and the gap between design and engineering, which the legacy platform had in abundance, closes by construction.

One decision: the WA3 homepage as the front door to the chat service

The homepage was built as a new page on WA3 rather than a port of the Classic one. The business had launched a new chat service and needed adoption; the legacy homepage was a listings entry point with no route into it. The new page puts the providers who are online right now at the top, above the fold, followed by top providers grouped by vertical and those currently live. The reasoning was that members arrive with intent and the shortest path from that intent to a live interaction is the page's job; everything else on it is secondary. Success was defined before launch on three measures in sequence: traffic landing on the homepage and moving through to the verticals, the daily count of messages sent, and revenue.

Result

After launch all three moved in the intended direction: more homepage traffic carried through to the verticals, daily messages sent went up, and revenue rose with them. The design system is now the foundation the platform's components are built on, and the migrated account flows are live on WA3.