Maximizing Value and Consistency of Experiences with Design Systems
It goes without saying that experience is the new competitive advantage. But what isn’t so apparent is the ways in which you can construct a consistent framework for these experiences. With modern web design and development processes rapidly evolving, frameworks like Bootstrap and Foundation are highlighting the value in creating powerful systems of digital components that make the creation process on the web faster, smarter, and better.
The value of such an approach could not be more obvious than in the world of customer experience, omnichannel branding, and user-centric design. With brands, businesses, and marketing teams realizing the impact of experience to retention, the greater the need for uniformity has been exposed. This is where the construction and use of design systems comes into play.
Before we jump into the definition of a design system and explore its facets, let’s set the context for a second. Let’s say, in 2016, your goal is to fully optimize and digitize your business and marketing efforts at every interaction in the buying process, in an effort to maximize experience value. With this goal comes the objectives of: updating your website to be responsive to all screen sizes, creating a mobile app to provide personalized support for your product, greater accessibility for your marketing team to build landing pages and microsites, and a streamlined marketing automation plan for personalized nurturing.
Now, consider this – what infrastructure do you have in place to support a consistent experience that reaches across all these efforts? Is it a PDF living on your local intranet or server that says something like ‘Brand Guidelines?’ Does a similar reference exist for your in-house development team that will unify the implementation efforts of these initiatives? Is there a clear reference point and system of language for how tone and voice in the copy should be written across digital channels? A systematic approach to design can help answer these questions.
A convergence of design and marketing has become a necessary means for managing a brand and its offering to consumers. It takes a combined effort to continually provide quality output while also delivering responsiveness at scale at a time when channels, screens, and constant interaction demand more from us as teams. By looking at the convergence through a systematic lens you can expose potential in your efforts, both creatively and organizationally. Check out what a design system entails, how it can benefit you, and where to get started in building your own design system in our latest SlideShare.