Travel
Challenge
Without a design system, FTI Group faced several critical challenges:
Different teams using varied design approaches led to a fragmented user experience.
Redundant efforts in creating and maintaining design and code components increased costs and reduced productivity.
Misalignment between designers and developers often resulted in discrepancies and rework.
The lack of a unified design approach hindered the ability to scale products efficiently.
Inconsistent use of brand elements weakened brand identity.
Incoherent design patterns negatively impacted the user experience.
Maintaining multiple design versions across different teams was costly and time-consuming.
These challenges culminated in higher costs and fragmented user experiences, necessitating a robust solution.
Solution
To address these challenges, I pushed for a dedicated design system product team. The team, composed of three design system designers, four frontend developers, and myself as the product owner, embarked on creating a comprehensive design system based on Next.js. This solution would support all frontend-facing product teams and facilitate more efficient, consistent, and qualitative product development process.
50%
170%
Check
Process
Analysis and Preparation
Research
We conducted user interviews, and surveys, and analyzed analytics data to gain deep insights into customer needs and behaviors. Accessibility and usability assessments of all digital products were substantial for the preparation phase.
Personas
Based on research insights, we refined our existing personas to ensure they accurately represented our users.
Design Principles
Involving stakeholders of all relevant areas across the company we developed design principles.
Goal
Establish a comprehensive design system that encapsulates a unified, intuitive, and delightful user experience across all digital touchpoints, ensuring consistency, and efficiency.
Value Proposition
Our product stands out by offering:
Consistency and Recognizability
Establish a recognizable and consistent user interface across all platforms and products, enhancing brand loyalty and user trust. Streamline design processes by utilizing reusable components and patterns, ensuring consistency and reducing the time and resources required to design and develop new features or products.
Efficiency and Scalability
Accelerate the design and development process through a shared and well-documented design language and component library, enabling teams to focus on innovation rather than reinvention. Facilitate the easy scaling of design solutions across different products and platforms, ensuring a coherent user experience as the business grows.
User-Centric Innovation
Foster a culture of user-centric innovation by embedding user feedback loops and data-driven decision-making processes within the design system. Enable rapid prototyping and testing of new ideas, ensuring that the design solutions continually evolve to meet the changing needs and expectations of the users.
Objective & Key Results
In addition to defining Business and Product Metrics (like RoI, Company Scalability, Amount of Libraries, Amount of Libraries used, Adoption Rate, Time To Market, Average Task Creation Time (Design), Average Task Creation Time (Code)…) we also created and committed to quarterly Objectives and Key Results (OKRs) to drive the product development process as efficiently as possible.
