Selling Design Systems - Speaker Deck

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@bencallahan SELLING DESIGN SYSTEMS

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How do you know a salesperson is lying? www.seesparkbox.com

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How do you know a salesperson is lying? Their mouth is moving. www.seesparkbox.com

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www.seesparkbox.com

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• Over 400 responses • Many industries • Many org sizes

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No content

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DesignSystemsSurvey.seesparkbox.com www.seesparkbox.com

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https://bit.ly/ds-survey-2020 www.seesparkbox.com

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Design System Challenges

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Design system projects don’t fail for technical reasons. They fail for people reasons. www.seesparkbox.com

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‣ Lack of Executive Champion ‣ Adoption Difficulties ‣ Staffing Difficulties Design System Challenges www.seesparkbox.com

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Know your customer. www.seesparkbox.com

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There are internal and external motivators. Why build a Design System? www.seesparkbox.com

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Why: Internal Motivators ‣ Efﬁciency ‣ On-boarding ‣ Scale ‣ Unity www.seesparkbox.com

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Efﬁciency Death by 1,000 Decisions www.seesparkbox.com

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Efﬁciency COLOR FONT POSITION FONT SIZE LETTER SPACING WIDTH LINE SPACING UNIT ALIGNMENT HEIGHT BG COLOR :HOVER WEIGHT DECORATION INDENT

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Efﬁciency Reusable Patterns www.seesparkbox.com

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Productivity Time With a Design System Without a Design System Efﬁciency

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Productivity Time With a Design System Without a Design System Efﬁciency How long does this take?

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Efﬁciency Measure the cost of work with and without a Design System. www.seesparkbox.com

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Why: Internal Motivators ‣ Efﬁciency ‣ On-boarding ‣ Scale ‣ Unity www.seesparkbox.com

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On-Boarding DS Team Hiring Pool Other Teams

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On-Boarding Measure the time it takes for a new hire to become productive. www.seesparkbox.com

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Why: Internal Motivators ‣ Efﬁciency ‣ On-boarding ‣ Scale ‣ Unity www.seesparkbox.com

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Scale “Every new hire increases design entropy.” https://www.uxpin.com/create-design-system-guide

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Scale Measure the amount of work your team can accomplish and how long it takes to get a new idea into testing. www.seesparkbox.com

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Why: Internal Motivators ‣ Efﬁciency ‣ On-boarding ‣ Scale ‣ Unity www.seesparkbox.com

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Unity

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https://seesparkbox.com/foundry/be_better_unity

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Unity Measure team engagement. www.seesparkbox.com

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Why: External Motivators ‣ Consistency www.seesparkbox.com

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Consistency

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Consistency

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Consistency

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Consistency

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Consistency

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Why: External Motivators ‣ Consistency ‣ Trust ‣ Accessibility ‣ Usability www.seesparkbox.com

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Trust “Authentically caring about customers and their needs.” https://www.cmo.com.au/article/642102/why-customer-trust-more-vital-brand-survival-than-it-ever-been/

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Trust Measure customer engagement. www.seesparkbox.com

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Why: External Motivators ‣ Consistency ‣ Trust ‣ Accessibility ‣ Usability www.seesparkbox.com

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Accessibility

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Accessibility www.seesparkbox.com

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2018 saw a 181% increase in ADA web accessibility-related lawsuits. https://blog.usablenet.com/2018-ada-web-accessibility-lawsuit-recap-report Accessibility

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Accessibility Measure compliance. www.seesparkbox.com

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Why: External Motivators ‣ Consistency ‣ Trust ‣ Accessibility ‣ Usability www.seesparkbox.com

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Usability Familiarity breeds usability. www.seesparkbox.com

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Usability Helping users accomplish their goals, is helping them convert. www.seesparkbox.com

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Usability Measure conversion. www.seesparkbox.com

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Efﬁciency On-boarding Scale Unity Why Build a Design System Consistency Trust Accessibility Usability Internally Focused Externally Focused

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No Inﬂuence High Inﬂuence Saboteur Advocate

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No Inﬂuence High Inﬂuence Saboteur Advocate

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Determine what the inﬂuencers value, shape the project to show value there. Selling Design Systems www.seesparkbox.com

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“Imagine it’s a year from now. You were so thrilled with how this design system project went, that you asked if you could take me to lunch. What had to have happened with this project for you to do this?” Selling Design Systems www.seesparkbox.com

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Turn saboteurs into advocates. Selling Design Systems www.seesparkbox.com

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Work with your advocates, especially from other disciplines. Selling Design Systems www.seesparkbox.com

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Talk about systems as enablers not as restrictors. Selling Design Systems www.seesparkbox.com

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Shift the conversation from cost to investment. Selling Design Systems www.seesparkbox.com

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Successful design systems start with the people. www.seesparkbox.com

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Design Systems actually help people. www.seesparkbox.com

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@bencallahan DesignSystemsSurvey.seesparkbox.com

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Help us gather data for 2020! 2020 Design Systems Survey: https://bit.ly/ds-survey-2020