The Challenges of Implementing a Design System at an Agency

Design systems are a great way to create consistent experiences based on proven patterns that have tested well with users. Working at an ad agency with multiple clients creates a unique problem: How to implement a uniform design system for clients with radically different brands, content and goals?

Our team found we were coding similar components over and over for different clients. This was creating extra strain on our design and technical team to keep up with so many disparate components. I reached out to our technical director about implementing a design system in the wireframing process to help solve this issue. It was very important to me to get buy in from all departments, so I made sure to include leadership and key team members from our UX, Creative & Technical teams to help us all align around the new system.

Our team embraces the concept of Atomic Design where smaller atoms (components) are combined to create molecules and larger, more complex organisms (design patterns). We started by defining our typography stack in Figma to ensure a great reading experience across all devices. From there we established our core colors as grayscale design tokens that can easily be updated to the client’s brand color palette.

Once the smaller atoms (buttons, colors, type) were established our team began to map out the larger modular design patterns those atoms would be combined into. We started with common elements found across all of our digital products as an alpha style guide. This included tables, forms, navigation and alerts. Each component started out as a white board sketch where our cross-functional team could all collaborate to map out requirements. This allowed all stakeholders to have buy in and ensured our technical team had the right framework in place to power the design system.

Our team is already seeing benefits from implementing this design system. It is saving our UX designers significant amounts of time in the prototyping stage and was hugely helpful to unify all of the disparate Covenant Health websites under one roof. Read Case Study

Our creative team no longer has to spend as much time on rethinking common components and can focus more on applying brand imagery and messaging to proven patterns that work. Our technical team is also enjoying not having dozens of slightly different versions of forms and tables to deal with.

As we continue to scale the design system, it is important that we build upon our time tested process to building strong digital products. We begin with a foundation of research with users to understand what works. From there, we maintain open communication and collaboration between cross-functional teams to ensure the rising tide lifts all ships.

Paying it Forward – Thoughts on Developing Talent

One of my biggest passions outside of design is education. I wouldn't be where I am today without the great mentors who've invested in me on my path to becoming a design and user experience leader. I consider myself very fortunate to have had some top notch teachers. They've inspired me, challenged me and taken my skills to a place I never could have by myself. Today I seek to pay it forward to the younger designers on my team. 

Recently I've had the pleasure to mentor a very talented group of seniors at the University of Tennessee School of Design. I got to teach the same cohort interaction design when they were sophomores so it was great to return to the group to help them with their capstone projects. It was my job to help them with their personal branding, portfolios, resumes and help them plan their capstone event, The Senior Show.

The poster and concept ‘Am I Your Type’ the students designed for their senior show

Sharing what you know with others is one of the best ways to continue to learn yourself. One of my favorite professors told me that in order to teach, one must become a lifelong student. This quote has always stuck with me. When I'm mentoring a junior designer at work it forces me to reaffirm the skills I'm trying to teach. This sharing of ideas can also help you see things in a new light. Interacting with an engaged student can help inject new energy and life into ideas that may have previously grown stale. 

My favorite qualities in a designer are work ethic, enthusiasm and passion to learn as much as they can about the craft. I've always found these qualities much more important that so called 'natural design talent'. I've found that talent is something that is cultivated through hard work rather than an innate gift. When I look back at how rough much of my early design work was I'm always grateful for all the mentors I've had on my design journey. 

The School of Design Senior Show at the Maker City Curio in Downtown Knoxville, Tennessee

We we’re fortunate enough to be able to hire two seniors at Designsensory who are gonna make a great addition to our team. I couldn't be happier to play a part in their success. This is just the beginning for them. Teaching them has given me a great chance to reflect on my craft. It's important that we never grow content as creatives. I know that 14 years into my career that there is still much more for me to learn as well. Here's to learning together! 

Advice to Designers on Working with Clients

After graduating, I was ready to rock. I wanted to get my name out there and prove what I could do; I was so excited to pitch designs to my first client. Needless to say, the wind was knocked out of my sails. The client didn't like my color palette and wanted another typeface. It was devastating. Sound familiar? This was a problem I ran into over and over. I was working hard, improving as a designer by the day, but I was struggling to get client buy in. I realized I had to change my methodology in order to overcome this hurdle. This experience helped me implement beneficial changes that have improved my client relations skill set.

1. Be a Good Listener

Listening is the most essential skill for a successful designer. Forcing ideas on clients rather than listening to them is detrimental. Effective communication requires a designer to understand their clients in depth. I don't make any recommendations until I've listened to a client's goals and understand the ethos of their brand. Active listening improves client relations and promotes consensus when presenting design solutions.

2. Establish Project Goals Through Thoughtful Discovery

Establishing goals to at the onset of each project is the cornerstone of its' success. This helps guide our initial research and creative brainstorming for all of our clients. Early discovery and research uncovers unknown needs and wants. At Designsensory, we begin each project with a strategic brief. This helps the team and client gain consensus on the target audience and what the client is trying to accomplish. Goals should be kept at the center of every design decision you make. Thus, if a team member or client questions your design choice, you have the project goals as justification.

3. Inspire Confidence by Being a Thoughtful Consultant

Many creatives are eager to bring all their blue sky ideas to the table. While this is an admirable quality, it's not always what our clients need. I’ve found clients appreciate a thoughtful consultant who understands who they are and comes up with the right design to  help them connect with their audience. Building on skill set #1, listening, getting to know their audience and then consulting will help you create more focused ideas that will be appreciated by your client. Have confidence in yourself and don’t give up all those blue sky ideas, even if you have to put some of them in the parking lot.

4. Gain Trust Through Consensus

All relationships are built on trust, especially designer/client relationships. Inclusion and gaining consensus in each major step of the design process will assist in earning clients' trust. You'll also gain their trust by being an expert in your specialty. If you don't have confidence in your abilities and ideas how can you expect your client to trust you? Many clients are excited about the design process. Even though they may not be experts in design, they are experts in their respective field. Include them and listen to what they say at each step of the process. I’ve found inviting clients to a whiteboard session can be a great way to include them in the process.

5. Sometimes You'll Fail, and That's OK

Sometimes even if you do everything right, you can still fail. You may come up with the wrong solution. You may fail to inspire trust in your client. Sometimes you'll be the best consultant you can be and the client will flat out disagree with you. That's okay. Failure is a part of life. Embrace it and learn from it. Don't let it get you down and don't let it sour your passion for the project. In times like these, you've got to be a professional. Don't be prideful. Even if you feel the idea or design solution is flawed, finish the project to the best of your abilities.

I hope this helps newer designers avoid some of the struggles I dealt with earlier in my career. The truth is that the best way to learn is by doing. So get in there and get to know your clients. Fail over and over if you've got to and don't let it get you down. If you're a hard worker and keep your eyes on the prize you'll eventually break through. It might take some time, but stay patient, stay positive and be persistent.