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Selling Design Systems

Sparkbox
April 21, 2020

Selling Design Systems

We all know the value of a design system, but if you can’t sell the concept to your internal team, you’ll never get it off the ground. Ben Callahan will help you respond to key pain points and highlight opportunities to get your executive team on board.

Sparkbox

April 21, 2020
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  1. @bencallahan
    SELLING
    DESIGN SYSTEMS

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

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

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  4. www.seesparkbox.com

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  5. • Over 400 responses
    • Many industries
    • Many org sizes

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  7. DesignSystemsSurvey.seesparkbox.com
    www.seesparkbox.com

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

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  9. Design System Challenges

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

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

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  12. Know your customer.
    www.seesparkbox.com

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

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

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

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

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  17. Efficiency
    Reusable Patterns
    www.seesparkbox.com

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  18. Productivity
    Time
    With a
    Design System
    Without a
    Design System
    Efficiency

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

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

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

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  22. On-Boarding
    DS
    Team
    Hiring Pool Other Teams

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

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

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

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

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  28. Unity

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  29. https://seesparkbox.com/foundry/be_better_unity

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  30. Unity
    Measure team engagement.
    www.seesparkbox.com

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  31. Why: External Motivators
    ‣ Consistency
    www.seesparkbox.com

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  32. Consistency

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  33. Consistency

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  34. Consistency

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  35. Consistency

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  36. Consistency

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

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  38. 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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  39. Trust
    Measure customer engagement.
    www.seesparkbox.com

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

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  41. Accessibility

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  42. Accessibility
    www.seesparkbox.com

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  43. 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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  44. Accessibility
    Measure compliance.
    www.seesparkbox.com

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

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  46. Usability
    Familiarity breeds usability.
    www.seesparkbox.com

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

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  48. Usability
    Measure conversion.
    www.seesparkbox.com

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

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  50. No Influence
    High Influence
    Saboteur Advocate

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  51. No Influence
    High Influence
    Saboteur Advocate

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

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  53. “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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  54. Turn saboteurs into advocates.
    Selling Design Systems
    www.seesparkbox.com

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

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

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

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

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  59. Design Systems
    actually help people.
    www.seesparkbox.com

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  60. @bencallahan
    DesignSystemsSurvey.seesparkbox.com

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

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  62. THANK YOU

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