Aug 03, 2020

Design systems' area of influence: Identity (1/3)

When I get a team to kick off the design systems. I have a lot of questions. What the team should do? Make components? Make a UI kit? Tell people what color should be used? Make motion guidelines? It can be overwhelming and complex to start about design systems.

Ultimately, like many things in a company, the design systems team is also responsible for the customer experience. However, that is not something the design systems team can directly make an impact on. Design systems should achieve this by enabling product teams who deliver the end result by using design systems. Design systems support product teams to produce the outcome. Design systems should provide tools to enable product teams to work efficiently, faster. For example, they don’t need to have a discussion about the margin on the buttons.

This is the mindset the design systems team should hold onto (will talk more about this later). There are 3 areas of influence for design systems to focus on: Identity, Offering, and Service.

First, identity. At its core, design systems should help company reflect the vision and creative direction for its identity, to be one of the differentiators from competitors. Design systems team should collaborate with the team who responsible for the company’s brand identity. The goal is to translate the identity to the product.

If the company wants to target a low middle-income audience, design systems should reflect that in their design strategy and execute that way. This is where the fundamental research about your customers will be valuable. What behavior do we see from customers? In what context they use our products? What competitor products do they use? What are the usability issues we constantly found? All these questions will be the root and foundation of design systems. It’s crucial to collaborate with the brand team if such team exist in the company. This collaboration is natural because it’s mutual because brand team need to reflect the brand into the product. At the same time, design systems team need to understand the latest direction on the brand, the brand essence, and marketing.

This foundation of identity will help every decision along the way. Such as, should we make the spacing compact or airy? How playful our animation should be to reflect our identity? How calm should we design our sound? A lot of these decisions will affect the cohesiveness of your overal brand identity.

Stay tuned for another post!

2020

2019

2018

2020

Sep 17

Entering product design – Chapter 4: Product designer key skill areas

Sep 14

Entering product design – Chapter 3: Misunderstanding of business

Sep 11

Entering product design – Chapter 2: Principles over steps

Sep 10

Entering product design – Chapter 1: Silver bullet

Sep 10

Entering product design – Overview

Sep 04

SAR: A framework for concise storytelling

Aug 27

Start your design with outcome

Aug 24

New medium post: Collaboration ground for design systems

Aug 17

Action points

Aug 13

Pulse check: Listen to your team

Aug 11

You should actively apply for a new job

Aug 10

Design systems' area of influence: Service (3/3)

Aug 04

Design systems' area of influence: Offering (2/3)

Aug 03

Design systems' area of influence: Identity (1/3)

Aug 01

My mom ran me to the hospital

Jul 29

Reader question: Do we need to build MVP for every product?

Jul 27

Reader question: Do I need formal design education?

Jul 24

Recognize assumptions

Jul 21

Sandbox for your personal growth

Jul 20

Start your week with questions

Jul 17

Specificity in feedback

Jul 15

Don't sell the design. Sell the business impact

Jul 14

Overwhelming inspiration

Jul 13

The framing trap

Jul 10

Everyone vs. Specific

Jul 09

The blind horse designer

Jul 08

Set the context in your meeting

Jul 07

Let's just try and see what happens

Jul 06

Managing expectation

Jul 05

Low UX maturity company

Jun 17

A simple exercise for career reflection

May 31

The “Coach sheet” – A paper-based system for people management

May 26

Bring calm to your remote team

Feb 13

Workshops can be more efficient than meetings

Feb 07

3 questions designers should be asking

Feb 06

Walking 1on1: A refreshing way to connect

2019

Nov 21

My hope for stubborn 'Innovators'

Jul 18

Five simple actions to help you gain more time

Apr 23

Evolving Product Experience Principles at Bukalapak

Mar 09

A framework to give better design feedback: Analyze, Discuss, Suggest

Jan 28

Making a decision is hard, here's my rule of thumb

2018

Dec 04

Essential skills for Product Designers

Nov 16

Quick life update

Nov 06

Things I learned from working at Shopify

Oct 15

About design critique

Sep 17

Common icon design problems you should avoid

Sep 06

Preface: Welcome to yellowstroke.com