Beyond the Toolkit: Spreading a System Across People & Products
Summary
Drawing from over a decade of consulting with major companies like IBM, Cisco, Marriott, and Salesforce, the speaker explores the complexities and best practices of design systems in large organizations. He recounts initial engagements, such as with IBM's VP of Design, who emphasized the need for a system encompassing multiple products rather than isolated component libraries. Using Google's Material Design and Salesforce as examples, he highlights the importance of holistic design language covering typography, color, motion, and voice, and the need to break down design into atomic parts for consistency. He illustrates exercises like component cutouts and prioritization worksheets to organize efforts. The speaker stresses that a design system is not just a static artifact but a living product requiring strategic alignment, leadership support (citing John Wiley from Google), dedicated teams (highlighting Gina from Salesforce), and federated contributions. He shares insights on engaging flagship products, avoiding contentious areas like homepages, and radiating influence through navigation and core flows, as demonstrated in Marriott and Cisco projects. He also underscores the challenges of scaling teams, decision-making methods (notably Cap Watkins' care-level chart), and the value of prototypes, such as the one developed with Livia Lavatte, to align stakeholders and demonstrate progress. Ultimately, the talk paints design systems as dynamic ecosystems that connect people, processes, and products to improve efficiency, quality, and customer experiences.
Key Insights
-
•
Design systems succeed when treated as living products with dedicated roadmaps, backlogs, and support teams.
-
•
A design system must address multiple flagship products initially (3-5) to maintain manageable scope and influence.
-
•
Visual style alone is insufficient; cohesion requires alignment of typography, color, iconography, motion, and voice.
-
•
Centralized design system teams can balance cohesion across products but risk losing product-context influence.
-
•
Federating design system contributions across teams encourages diverse inputs and scalability.
-
•
Strong leadership endorsement, including executive support, is critical for design system success.
-
•
Prototypes stitching multiple product teams' work help communicate design system value to stakeholders.
-
•
Avoid focusing design system efforts on contentious areas like homepages where organizational conflicts run high.
-
•
Implementing decision frameworks based on stakeholders' care level improves resolution and autonomy.
-
•
Including content strategy and voice/tone leadership enriches design systems beyond UI components.
Notable Quotes
"I don't want a component library for the account home. I want a system for all of that."
"Google’s Material Design has echoes of design decisions flowing through many of their applications."
"Visual style isn’t just enough to make something feel cohesive."
"A design system is done not when the style guide is launched, but when it positively impacts customer experience."
"You have to treat the design system like a product that everyone in your organization will use."
"Getting exact endorsement from the top helps your cause immensely."
"You need to be the connector between people trying to drive decisions and others influencing them."
"Sometimes alignment work isn’t enjoyable, but it’s part of the job for design system success."
"Don’t just think about design systems as an artifact but as a living ecosystem connecting people, tools, and products."
"Short-term pairings with different design people help bring back contributions into the central system."
Or choose a question:
More Videos
"Customer obsession is actually one of our key values, which makes my job as a researcher a little bit easier."
Joanna Vodopivec Prabhas PokharelOne Research Team for All - Influence Without Authority
March 9, 2022
"Don’t talk about delight or loyalty; trust is the single best framing to connect with stakeholders."
Louis Rosenfeld Lashanda Hodge Senongo Akpem Chris HodowanecBecoming a Civic Designer: Making the Move from Private to Public Sector
November 17, 2022
"We talked all about resilience, curated by myself yesterday."
Bria AlexanderDay 3 Welcome
September 25, 2024
"Manuel Herrera is a visual thinker and illustrator whose energy always blows me away."
Uday Gajendar Louis RosenfeldDay 2 Welcome
June 5, 2024
"Timely interactions that log users out without saving progress cause abandonment, especially for people with disabilities."
Sam ProulxOnline Shopping: Designing an Accessible Experience
June 7, 2023
"If you really care about success, you define it first and hire against performance, not just experience."
Russ UngerOnboarding: The Ecosystem, not the Afterthought
November 7, 2017
"No one really knows what to expect anyway, so failure goes largely unnoticed. It's better to be transparent about the mess."
Catherine DubutBridging Physical and Digital Spaces: Approaches to Retail Service Design
March 18, 2021
"Embracing AI’s weirdness can turn unpredictable outputs into experience assets rather than liabilities."
Josh Clark Veronika KindredSentient Design: New Postures for AI-Mediated Experiences (2nd of 3 seminars)
January 29, 2025
"I made an explicit choice: we’re not making any offers until we’re interviewing women."
Dantley DavisLeadership & Diversity—A Fireside Chat with Dantley Davis
September 17, 2020
