Liz A. Osaki

How do design system teams prove their value? Finding hard metrics around the impact of design system teams has historically been a challenge. A year ago, I met the design system team at Eventbrite who could confidently say that they saved 534 days of engineering effort with their design system. Here's their calculation: Time spent to develop a component pre-design system - time spent to install the design system component = Time saved In order to extrapolate this number, though, you need to know how many times a component has been used. And, that used to require a savvy dev on the team to build something custom. That's no longer the case. We built something at zeroheight that will allow you to track component use in a single repo or across all of your repos. This should help teams show how valuable they are, plus do things like: see which components to prioritize based on use see which product teams are adopting As an added bonus, anyone using the new feature set can also monitor design system packages, allowing them to quickly see which teams are using outdated packages. On a personal note, I'm hoping with data like this, more teams can confidently quantify their impact. And along the way, we'll get better as design system practitioners at identifying the right things to work on. This new feature set is in beta and totally free. Even if you aren't using zeroheight to document your design system, you can use it. Takes like 15 minutes and you've got rich data. Here's the sign up:

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My top 3 project selection tips for design leaders doing portfolio presentations: 1. Pick projects that have a good mix of what you did directly plus what the team did. Very rarely is anyone looking for a pure people manager while hiring a design leader. Your personal contributions need to stand out in your work. It doesn’t have to be IC work (but if you do that, show it). It could be a doc you wrote, an insight you uncovered, a strategy you formulated etc. Differentiate between what you did yourself, what you directed the team to do, and things the team might have driven independently. Make this distinction clear as you present your portfolio. People want to see you can do smart stuff yourself, can direct a team well, but will also build a high functioning team that does good work. Also, if you would like I can do a separate post in these 3 modes of operation for any design leader. 2. Pick projects based on the role you’re applying for. It doesn’t have to be and most certainly won’t be a 100% match. But for example, if what the team needs is scaling a successful product, pick examples where you enabled scale. This needs to be deeper than “I’m applying for fintech so here’s another fintech project”. Your project selection should show you understand the challenges for the company and have transferrable skills. 3. Pick projects where you can show both macro and micro user insights. Scale the macro according to your seniority and level. For example, if you’re applying for a Director role, you better have projects that show you driving user insights at Director scale (for instance something that drove resourcing decisions). At the same time, the project should also show micro insights appropriate to role. For example, key interaction design flows redone by your team for the goal. Or even things like font/color selection and how that drove impact. Use these guidelines and apply the filter for what fits with your past experience and this new role. If you have the same portfolio presentation for completely different roles, something is off somewhere. You only need to present 2-3 projects in a presentation, pick the most appropriate ones. If this sounds complicated and like a lot of work, it is. Project selection is THE foundation for how your presentation will play out.

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It’s Thursday! Let’s talk about DESIGN DISCOVERY and how to make it PRACTICAL. Discovery is an essential part of the design process. In discovery, designers build a shared understanding of the problem and the design direction, establishing a foundation for all future design decisions. What does that foundation look like? In PRACTICAL DESIGN DISCOVERY, I describe three kinds of things to put into this foundation: → Principles: Enablers that help you make decisions → Concepts: Ideas that establish a big picture or north star → Models: Representations of the user experience When you draw a conclusion from user research, that’s a principle. When you say “our product is like a concierge for kids activities,” that’s a concept. And when you sketch out a flow chart or wireframe an important screen, that’s a model. Each of these contributes to the foundation that informs further design decisions. You’re not just creating these for yourself. The other people on your team – product managers and business stakeholders and developers – need to contribute to this foundation. These things – principles, concepts, and models – are the way you draw others into the discovery process. Sometimes managers tell designers to cut principles and concepts out of their process. I get it: Models are accessible because they are tangible representations of the final product. Even a flow chart is easier to react to than an unmoored design principle or a big idea. In discovery, however, you can’t model every aspect of a product. The point of discovery is to set the direction. Models provide enough of a view into the final product to get buy-in on that direction. But they’re not the whole picture. Principles provide guidelines for making decisions that the models do not cover. They establish constraints on the design process. Concepts align everyone around the product’s purpose or essence. They paint a picture of what the world looks like with the product in it. Both are helpful for decision-making. You don’t need to break the bank creating principles or concepts, or even models. Use a text file to capture statements as they jump out during the design process, like “never show a data visualization without context or explanation [a principle]” or “this is a mash-up between a to-do list and a calendar [a concept]”. Use models to illustrate principles and concepts. When folks provide feedback on the models, ask them about the concepts and the principles. “You said you were worried about the fields on this screen, but it aligns with our principle of ‘only ask for information when needed.’ Are there circumstances when the principle doesn’t apply?” Every part of the foundation – principles, concepts, and models – is a hook for a conversation with the entire team about the direction of your product. Looking for more ways to refine your discovery practice? Grab a copy of PRACTICAL DESIGN DISCOVERY! https://lnkd.in/dtar-e2

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🎈Pretty colors aren’t good enough. Color needs to do the hard work of balancing brand voice with utility and accessibility. Fortunately there's color tooling to help designers with the complexity of managing contrast across multiple colors, tints and shades. A valuable color tool should allow you to do a couple of things: → Seed your palette with brand colors → Provide sufficient tints and shades with documented accessibility contrast → Generate output that can be leveraged by design and engineering team members 🌈 Genome Color Tool by Kevin Muldoon The Genome Color web app allows you to create custom color scales from brand colors by leveraging recommended tints/shades from proven color systems. The thinking behind the tool is so smart it makes my head spin and the video tutorial provided makes it super easy to use. Writeup: https://lnkd.in/gjAmBJq6 Tool: https://lnkd.in/ggumsweN Figma plugin: https://lnkd.in/gr6B_Cpi 👨‍🎨 Leonardo by Nate Baldwin Leonardo is a web app that allows you to build out multiple color ramps for a uniform theme that share the same contrast ratios. It offers a number of slick visualizations, accessibility options and ways to export everything. There’s even a plugin that allows you to pull your palette directly into Figma. Writeup: https://lnkd.in/gufQhmFT Tool: https://leonardocolor.io/# Figma plugin: https://lnkd.in/g-FFqJuW 🎨 Supa Pallete by Angelo Libero Supa Pallette is an elegant Figma plugin with a paid option. I’ve tested a fair share of Figma plugins, and this one is packed with features and worth the license. Starting with a seed color, the tool allows you to customize WCAG or APCA accessibility contrast scale, export visual color tiles for preview and even generate Figma variables. Tool: https://lnkd.in/ge92ND2N Figma plugin: https://lnkd.in/gX7sq25U 💎 For as complicated as color can be, we’re lucky to have access to so many resources. Some takeaways our team at Exygy now uses to make color decisions: → Align the team on accessibility guidelines like WCAG or APCA → Meet with designers to find out what Figma tooling and color method, including HEX or HSL, are the most intuitive for them → To ensure adoption, talk with engineering to find out what a valuable output format looks like, whether that’s CSS or tokens I’ve posted about managing color before including more helpful resources: https://lnkd.in/g6E3zYjA #color #ui #design #designsystems #figma #accessibility #branding #color

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As a design leader, I've always been driven by a company's vision and mission. It's deeply meaningful to me, and I've found joy in igniting that same passion in others by sharing our North Star. Over the years, I've come to realise that nothing is more fundamental than the essence of a brand itself. Inspiring others stems from a shared understanding of who we are and why we do what we do throughout the entire organisation. But how do we achieve this alignment? Sometimes, big changes don't require massive efforts. Investing just three hours in the right discussion with the right people can lead to transformative outcomes. The Brand Sprint: a concise three-hour brainstorming session aimed at making tangible what "our brand" truly represents. Surprisingly, there's a lack of accessible templates for this process. So, I created one myself. In my latest video, I walk you through it and share some valuable insights. Feel free to utilise it and share your feedback.

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Hey friends, I find it challenging to ask directly for support, but I need your opinions on what it means to center the most impacted in design 💬 To "Centre the Most Impacted" is the second principle I'm writing about, following "To be a Designer is to be a Facilitator." I'm passionate about capturing diverse voices on this topic, but I'm struggling to gather people's thoughts 😖 Feedback is at the core of designing for collective spaces - your thoughts, opinions, and ideas are incredibly valuable! The article on what it means to "Center the Most Impacted" is slated for release next Monday. So before then, I would love if you could: 🙋‍♂️ Share your thoughts in the comments, 🔄 Reshare this post, 🗣 And/or use the Miro board linked below to provide feedback! I want to emphasize that every voice matters in this process, and I really cannot write these articles without you - so anything helps! Even suggestions on making it easier to interact 😊 Thank you so much for your support!

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Hiring for design system roles differs from hiring for other design or engineering roles. Clarifying what makes the roles unique is essential for screening candidates. Here are some nuances that I've found to be helpful. When asking for a presentation, stop using the word "portfolio" and start using "case studies." They tell similar stories but change the expectations from traditional visual portfolios. Include clear bullet points about expected responsibilities; don't just copy and paste requirements from other similar, existing roles. Just because they have the word "designer" or "engineer" in the title doesn't mean the job is the same. If your org still insists on doing a design exercise, tailor it to reflect what you expect from a design system practitioner. The day-to-day is unique, so don't waste time on an exercise that provides no value for you and sets the candidate up for failure. If hiring a design system team manager, you're not hiring an independent contributor and vice versa. Managing and building design systems is a lot of work. One person can't do both roles well simultaneously, so pick one and focus the interview questions on the expected role. What did I miss?

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Etsy was recently seen A/B testing AND eventually shipping a more visible search with the help of a higher contrast orange background button color (instead of a ghost-like icon only approach). Full screenshots: https://lnkd.in/gVJThW3W Now I don't work for Etsy (as much as I'd love to design some experiments for/with them) so we can't see the actual numbers beyond this feint probabilistic residue from the public domain. However, the amazing Andrey Andreev who runs experiments at Metro recently ran a very similar one and shared a solid result on GoodUI - with a positive impact to sales and searches. N = 896,009 SRM Check = Pass p-val on Increased Sales = 0.0139 (I know some people might like this to be even lower for a primary metric; but there is also reinforcing evidence on increased searches with an even lower p value at "ultra stat-sig" levels using Ron Kohavi's language; p < 0.00000001). I inverted the a/b test and categorized it under the Filled Vs Ghost Button pattern - further weakening the ghosts and strengthening the high contrast filled button styles on multiple metrics. https://lnkd.in/gmD8Exvc Thanks Andrey for a somewhat of an unintended replication, as I know your source of inspiration came from somewhere else on this one. :) Have you tested anything similar or different. If so, what did you discover? I'd be super curious to see more examples where increases to search have either ❌ failed or ✅ succeeded. Please share independent of outcome. ps. We also have a handful of similar "visible search" experiments where companies tested adding or hiding search: https://lnkd.in/gvWqzrK5 - further supporting this direction. [EDIT]: Note the additional confounders / variables in the Metro test - a stronger border, a change in background color of the search box as per Jakob Nielsen comment. They may be similar along the lines of the increased visibility theme - but possible additional variables nevertheless. #experimentation #ecommerce #replication #optimization #ui #ux

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Had to share this thoughtful article about the conflicting feelings we have as designers with new AI tools.... made me consider the threat of too much standardization over innovation, or letting your own creative instincts atrophy. Check it out and lmk your thoughts

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For anyone wanting to learn more about how we're working on AI as a design team here at Klaviyo, have a listen to this interview with Alexandra Holness

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I am constantly examining my own limiting beliefs, and that practice has changed my life. What patterns or narratives are so engrained that they hold me back? Where did they come from? What if I let them go? So liberating. Now, what happens if we turn this practice onto our industry? This article is based on a workshop on this topic that I gave last month in NYC at the Advancing Research conference put on by Rosenfeld Media. The set-up comes from the results of a study using dscout's Express tool in which I asked, "Imagine you walk into a museum and see a painting depicting the UXR Landscape right now - describe it." Responses were (um) quite vivid, and got me thinking about the limiting beliefs they represent, the industry orthodoxies they gesture towards, and what it would be like to flip them -- which is work that is both internal and systemic. As Sara Wachter-Boettcher put it so eloquently (as ever) in a chat we had about this, “We can’t heal or change the system until we can see what we’ve internalized and learn to shift those scripts.” Thanks to Stevie Watts for help whipping this into shape, Allison Corr for the *delightful* header illustration, and Katie Johnson who I will always give credit to for introducing me to the power of identifying orthodoxies. May we ever be flipping them! #peoplenerds #humancentereddesign #UX

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Excited about supercharging your design team? 🌟 Don't miss our April Gather & Grow webinar! Learn how DesignOps can transform your design crew into your brand’s MVP and drive sustainable ROI. 🚀 Join Aletheia Delivre from Zapier, Jasmine Price from Airbnb, and Kim Marchant from JPMorgan Chase & Co as they dive into strategies for keeping that creative spark alive, seamlessly integrating brand and product, and why embracing progress over perfection matters. Plus, get insights on leveraging AI for feedback and shifting from centralized to distributed teams effectively. Ready to elevate your design game? Sign up now and let's make magic happen together! ✨ #DesignOps #Webinar #CreativeMomentum

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Product designers are busy people. They've got endless folks asking for endless things... endlessly. And then the design systems team is all up in their joint asking them to use components... It's not a surprise that people can get a little fatigued. It seems quite reasonable if you ask me. In our latest episode, Davy Fung and I discuss fatigue, its causes and ways to either avoid or blunt it. Listen here: https://lnkd.in/g7TZWiqv #design #designsystems #fatigue

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I don't know when or how it happened, but Config has become one of the major yearly conferences in our industry. Given how much Figma plays a role in the practice, it's common for design system teams to watch with anticipation/excitement/dread for what's coming. In our latest episode, Davy Fung and I discuss the reveals from Config and what that may mean for folks in the design systems practice moving forward. Listen here: https://lnkd.in/gRMBzfbJ #designsystems #figma #congfig #podcast

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Over my 20 years in the industry, one key insight has stood out: product design is not just an aesthetics —it's a critical method for validating ideas quickly and effectively. At every company, I champion the notion that #ValidationStartsWithDesign. This philosophy is built on the understanding that rapid iteration and feedback are essential for successful product development. Here’s how I approach it: 🖌️ 1 Hour Mockups: Quickly translating concepts into visual formats allows teams to see and feel the idea early on. 🔧 2 Hour Prototypes: Developing interactive prototypes helps to explore functionality and user experience, providing a tangible basis for feedback. 📞 15 Min Stakeholder Call: Engaging with stakeholders and customers early and often ensures that the product is on the right track, based on real user needs and reactions. By integrating design deeply into the validation process, we empower teams to iterate swiftly and align closely with their users’ needs. This method not only accelerates the development cycle but also reduces the risks associated with building untested products. I’ve seen firsthand how this approach can transform ideas into successful products, saving time and resources while maximizing impact. Remember, the faster we validate, the faster we succeed. #DesignThinking #ProductDevelopment #Innovation #UXDesign #Prototyping #CustomerFeedback

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🕸️ “How do you style the spaces in between?“ As our team assembles components into patterns and layouts, we lack shared mental models for how we talk about spacing and layout. We're trying to figure out how we can be more intentional about creating rhythm and structure at the same time. → Grid systems have been around forever as an ideal, but in the real world things get complicated when nesting components and moving between breakpoints → New layout systems like flexbox and CSS grid let engineers do amazing things, but how can our designers start playing with these concepts → While utilizing the same components across different use cases like admin dashboards and public marketing sites, we have different needs for white space around our content and components 📐 Designing Grids by Mark Boulton was one of the early talks that really blew my mind when it came to thinking about grid design and the web. Highly recommend the history lessons including the reminder of the essential link between your typography sizing and your layout system.  https://lnkd.in/gjqyg_2a 🧮 Why UI designers should understand Flexbox and CSS Grid by Christine Vallaure 🟦 🟠 🔺 provides a stellar overview of the principles of emerging layout systems. Concepts critical for designers include fractional units, one and two dimensional layouts as well as rethinking our use of breakpoints.  https://lnkd.in/gEY64ruu 📜 Density in Material Design is a great example of how a system can support designers to think about the space between content as a variable within components and layouts. Depending on your application your users may benefit from either tighter proximity of elements or more white space. https://lnkd.in/g_V6w-T7 💎 Laying things out is hard. When working with patterns there are a couple of things my team tries to keep in mind, based on these amazing resources. Hope these reminders can be helpful to your team: → When assembling multiple components consider the relationship between your type scale and your layout spacing → Collaborate with engineers and experiment with CSS grid and flexbox to develop a common language so folks know what to use and when → Consider multiple density modes when styling page margins, grid gaps and vertical rhythm to compliment your context and use case #space #ui #design #designsystems #grid #density #figma

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Just listened to this interview with Katie Dill, Head of Design at Stripe - a great listen. 😊 If you're interested in UX leadership and knowing where to add value - this is definitely worth listening to! #uxleadership #designleaders #uxjobs #designvalue #product

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Really annoyed at Figma's price gouging here. There is no reason other than greed: https://lnkd.in/gfdrEiWH Oh, and I emailed them about it and this line from their reply was particularly poignant: "Additionally the minimum for enterprise is a $5k invoice minimum. 6 enterprise seats or made up with other products." To put that in context... our monthly Adobe bill (for 8 CC, 7 PS, 6 Acrobat licenses) is ~NZ$2k... Amazing how quickly enshittification sets in... #Figma #Design #SoftwareLicensing

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What are you excited for at Figma's Config? Here's my agenda for the 2 day conference. Highlights I'm excited about are Building for Developers, Advocating and Designing for Human Needs, Bringing the Craft Back to Product, and of course the Figma keynotes! What peaks your interest the most? Imprint Digital wants to know what matters for design in your business, industry, or department. #figma #design #development #websites #softwaredevelopment #config2024 #digitalmarketing #marketing #development #reactjs #nextjs #wordpress #webdesign #webdev #userexperience #ecommerce #accessibility #humandesign

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