A transaction card customization system that includes a customer user interface that is generatable based on a customization parameter indicative of at least one of a customer context and a product context of the user interface. An administrative user interface is described that facilitates an administrative user establishing a consumer user interface based on a customer context and/or product context. In turn, a locator is generated that includes the customization parameter indicative of the customer context and/or product context. As such, upon a user utilizing the locator to navigate to a custom card design server, a payload including the customization parameter is received at the custom card design server and used to generate the customer user interface based on the indicated customer context and/or product context.