Summary
Design systems have become an integral part of product-driven organisations, promising consistency, efficiency, and improved collaboration. Amidst the success stories, there are risks, challenges, and failures bound to accompany their implementation and adoption. Why do some design organisations thrive despite it, and others fail miserably? Because of the pandemic of productisation, strategic product decisions are driven by product managers who want to build fast and break things, and user advocates are cut off from discovery, becoming mere feature producers who pass on unvalidated requirements to the design system. Designers working on the product side claim that the design system hinders their creative process and stifles innovation, when it should enable it, while the design system team prides itself on setting standards of excellence that has become a purpose on its' own. The pace at which the design system can deliver upon product requirements often leads to it being perceived as a bottleneck by both designers and product managers, and testing their outputs with end users is a no man’s land. So what is the true role of design systems? How can we use them to drive change? Embarking on a design systems journey is a rollercoaster ride for the entire organisation, not to mention the team that runs it. The success of a design system will depend on many factors beyond the UI inventory or tech stack — they will manifest themselves differently in each organisation, by amplifying communication and collaboration patterns for better or worse. As an experienced design systems leader, I will share practical insights from my own journey, wins and mistakes, on how to manage design systems that add tangible value to the organisation and initiate positive and transformative changes in our approach to collaboration, design, development and UX. I will share how we can use design systems to drive meaningful conversations, build bridges and create new paradigms.
Key Insights
-
•
People and culture are the most critical yet intangible parts of successful design systems.
-
•
Four driving forces—clear objectives, executive sponsorship, peer buy-in, dedicated teams—must be balanced for a design system’s success.
-
•
Design systems are not one-off projects but continuous operating systems combining product, service, and community management.
-
•
Creating a shared language across silos prevents fragmentation and builds consistent user experiences.
-
•
Involving stakeholders meaningfully requires understanding their goals, fears, and incentives through tools like stakeholder maps.
-
•
Demonstrating impact to product managers through efficiency case studies and metrics is crucial for adoption buy-in.
-
•
Regular rituals—design critiques, office hours, workshops—are essential for co-creating and prioritizing design system updates.
-
•
Encouraging contribution from users can be supported with formal agreements, OKRs, and hands-on support to ease onboarding.
-
•
Design systems support larger organizational goals by connecting design maturity, user research, and business outcomes.
-
•
Focusing on the design of value beyond monetization fosters innovation and empowers excellence across organizations.
Notable Quotes
"Customers are rarely asking us to fix inconsistencies. What we really need to do is examine indirect indicators like activation rates and how confusing our products are."
"Having a design system is not an end goal. It’s about what the design system enables us to do in our unique company context."
"Sponsorship must come from all corners of the company—not just top executives but peers and stakeholders too."
"Involving designers means treating them like precious individuals who value autonomy and collaboration, not imposing rules."
"A design system team often has to wear multiple hats—diplomat, facilitator, architect, community manager—to keep momentum."
"Design system is a continuous process—product development, service to educate, and creating adoption conditions."
"Without shared ownership and participation, design systems risk becoming isolated and irrelevant."
"Design system contributors need help along the way—think of it like training wheels before they ride independently."
"Great design does not happen in isolation; it’s subject to power dynamics inside companies and requires cross-functional collaboration."
"Focus on the design of value that moves people and drives change, not just financial gains."
Or choose a question:
More Videos
"In a usability session, the biggest challenge is not to talk at the same time the screen reader is talking."
Sam ProulxSUS: A System Unusable for Twenty Percent of the Population
December 9, 2021
"It's kind of Peace Corps for nerds – people come in for a tour and try to have impact at scale."
Michael LandEstablishing Design Operations in Government
February 18, 2021
"We moved from Evernote to spreadsheets, to a giant affinity board in Mirror, then to UserVoice, and finally to idiomatic software with AI."
Shipra KayanHow we Built a VoC (Voice of the Customer) Practice at Upwork from the Ground Up
September 30, 2021
"Careers as ladders are what HR wants, but careers aren’t linear; they should be a jungle gym."
Ian SwinsonDesigning and Driving UX Careers
June 8, 2016
"A lot of our work still happens in spreadsheets, because they’re flexible and dynamic."
Isaac HeyveldExpand DesignOps Leadership as a Chief of Staff
September 8, 2022
"Controls like insurance qualifiers and legal agreements were necessary guardrails for this new way of working."
Amy EvansHow to Create Change
September 25, 2024
"Flight is about adaptability – being ready to switch gears and pivot quickly in a global and changing environment."
Kate Koch Prateek KalliFlex Your Super Powers: When a Design Ops Team Scales to Power CX
September 30, 2021
"Most enterprises are not emotionally safe places; people can’t just leave emotions at the door."
Dave GrayLiminal Thinking: Sense-making for systems in large organizations
May 14, 2015
"Repository to me has a connotation of a place where stuff goes to sit and collect dust."
Matt DuignanAtomizing Research: Trend or Trap
March 30, 2020
