Smitten: From Figma to Production in Less Than 4 Weeks

This was supposed to be an experiment

Smitten is a dating app in Sweden, and their website at the time didn’t match the energy of the app. I was given two desktop pages in Figma, Home and Mission, and four weeks to see what I could build from them.

That was the original scope. Build the two pages, match the designs, and treat the whole thing as an experiment.

Once the first version was live, complete with the mouse-following animations and the small details from Figma, Smitten decided to move their official domain to it.

Well… the experiment became the production website.

The Figma file only covered desktop

There were no tablet or mobile designs. I had to work those out while building the site.

I used the desktop pages as the reference, then adjusted the layout, spacing, and interactions until they worked on smaller screens. It was less about inventing a new design and more about asking, “How should this behave when there is no mouse and half the space?”

Then the project grew. Smitten needed a Press section and Brand Guidelines, neither of which existed in the original Figma file. I designed both in code using the same type, colors, and movement as the first two pages.

The team needed to update it without me

Once the website became official, hardcoding the content was no longer a good option. The marketing team needed to publish Press articles and update brand assets without asking me to deploy the site each time.

I used Sanity for the content they would edit often, including Press articles and marketing copy. For large videos and heavier media, I used Cloudinary instead. Sanity handled the content structure while Cloudinary handled the files that needed more control over delivery and optimization.

The split also kept the editing flow simple. The team could manage the website through Sanity without having to know where each file was served from.

Four weeks later

The website started with two desktop designs. Four weeks later, it had responsive layouts, localization, a Press section, Brand Guidelines, CMS-managed content, optimized media, and the Delulu Calculator.

More importantly, it was no longer an experiment. Smitten moved the official domain to the new build, and their team could update the website through Sanity without waiting for me.

I expected to build two pages and see where they went. They went quite a bit further.

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