Better Customer Experience Through Design Systems

This is the updated version (2) presented at DXN, March 2016

Delving into Design Systems, what they are, why we need them and why they are good for both business and customers.

Transcript

1. rob HumphRies bEtTer cUsTomER eXpEriEncE 
 tHrOugH dEsIgn sYsTemS
2. “tHe laNdScaPe of tHe WeB iS ChaNgiNg” eRr, YeaH…
3. aPplE.cOm 1997 -2016
13. bUt soMeThiNg chAngEd…
14. dEvIce aGnoStIc BrOwsINg
15. bUt whY Do We caRe?
16. tHe usEr Is cHanGiNg aLwaYs
17. User Centred DesigN pRodUcT fOcUseD DesIGn
18. uSeR eXpEriEnCe Is noT 
 cOnfInEd To thE IntErnEt
19. tHe brOwSer iS jUsT oNe paTh to a wIdeR Eco-sYstEm
22. eNtEr ThE dEsIgn sYsTem
25. aPpLe HaVe MaIntAiNed 
 a deSiGn SySteM oR Is It juSt laZiNesS?
26. “dEsIgn hOw It woRKs” sTevE jOBs
27. eXpEctEd of tHeiR BraNd
28. dEsIgn sYstEmS aREn’t neW
29. lIsTenINg dAtA cApTurE aNaLytICs
31. hOw do wE dEfIne 
 a deSiGn SySteM?
32. a sUm Of alL ParTs
33. iNtEraCtS wItH cUsTomERs
34. uSeR eXpEctAnCy
38. bUt soMe geT It WroNg
43. “eAsY aCcEss tO cOnTenT AcrOsS dEvIceS And pLatFoRms 
 iS iNcReaSiNglY CriTiCal tO cOnSumERs… …sImIlaRLy, 83% Say a seAmLesS ExpErIenCe acRoSs AlL 
 dEviCeS iS SomEwHat oR vErY iMpOrtANt.” sAlEsfOrcE 2014 mObIle bEhaViOur rEpoRt
44. iT’s thE LitTlE tHinGs
45. uSeR eXpEct cOnsIsTenCy
46. hOw do wE iMpLemEnT 
 a deSiGn SySteM?
47. gOoD dEsIgn iS bAsEd On sySteMs
50. “aToMic dEsiGn” MethoDologY
51. aToMs mOlEcuLEs oRgAniSMs tEmPlaTEs pAgEs
53. “…uSerS PerCeIve oBjeCtS tHaT aRe aeStHetIcAllY PleAsIng aS bEinG 
 mOre eFfeCtiVe.” dON nOrmAn
54. Look Good, be ConsiStent
55. be Agile
56. be bIgGer tHan the BraNd
57. sToP wOrKinG iN sILo
58. DocumEntation is key
59. Educate and ChangE
62. Think Beyond the BroWser
63. Bigger than a brand eNgAge cUstOmeRs iNcReaSE 
 lEadS iNcReaSe viSIt
 dUraTiOn rAiSe ThEir pRofILe
65. Bigger than a brand 400% 200%
66. sOciAl WEbSitE vIdeO
67. WHaT dOeS tHiS mEaN tO 
 ouR ClienT’s cUstOmeRs?
68. “eXpEriEnCed aNd NoT sEEn” jAreD sPoOl
71. mAiNtaInEd UsEr ExPecTanCy
72. gIvE cUsTomErS wHaT tHeY wANt
73. iT’s grEaT fOr buSiNesS tOo
75. “dIgItaL OffErS a fUndAmEntAl trAnSfoRmAtiOn of oUr BuSinESs, As We crEaTe An inDuStrY-LeaDiNg DiGitAl ecOsYstEm thAt flOwS tHrOugH All tHat wE dO.”
76. fOrRstEr fOr evErY $1 InvEsTed iN uSeR eXpEriEnCe, 
 $100 Are rEtuRnEd
77. oNe coHeSivE ProDuCt
78. mEaSurAbLe sCaLeaBLe sTrAteGIc
79. rAiSed eXpeCtAtiOn iMpRovED ux/cx iNcReaSeD lOyaLTy iNcReaSeD iNveStMenT iMpRovED dEsIgn sYstEm
80. “tHe laNdScaPe of tHe WeB iS ChaNgiNg”
81. mOVe, InsPiRe, EngAGe, DelIvEr
82. “uNsEen bUt FeLt”
83. @rObhUmPhrIEs tHaNk YOu