 Please give a round of applause to Irvin. Thank you Wow, that's a warm welcome Thank you guys Very happy to be here today on this very early morning and Let's go right into it in the tools of destruction I'm gonna be very honest with you as a UX designer. I haven't been focusing on the end user Lately well, that's not necessarily The end user that we're talking about usually, but how about ourselves as the end user as a product designer? Let's check if this works Yes Okay, so us ourselves as the end user One moment guys Okay All right. We're good So I think we UX designers are craftmen by nature, right? and I think one of the things that I got inspired with a lot was the simple thing the simple things that And give me a moment of delight as a designer that I thought like hey, that is super interesting because Me as a UX designer, I would have never taught or an inexperienced UX designer Would never have thought about this take the Japanese toothpick for instance Did you know that it has several functions, right? So if you break it it indicates that it has been used But you can also use it to leverage from the table to not touch the dirty table But how does it translate to UX in context when it comes to industrial design or How UX is being practiced in governments or in academic setting or during your education or in the agency world and I think I'm always been very interested in UX in a product setting because Here you have the chance to iterate on a project and to make the product ever better Moving forward to iteration and I think in the agency world a Lot of interesting work is being done But at one point you have to sort of hand it over and you cannot iterate upon it So that's why I think UX in the context of product is very interesting so UX as an individual is something that you can practice and Goes very well, but the moment you have to start doing it with someone else things change And maybe with someone on top of that it changes even more, right and The bigger the group becomes the more complex it becomes because everyone has their own contribution to it different backgrounds different People come from different countries different experiences different skill sets and one of the other people are not necessarily designers It becomes even more complex, right? So I like to approach this a little bit from UX as an individual versus UX as a collective So I want to focus a little bit more on the how instead of the what because the what is pretty Easy and I think the moment we start talking about the what and UX in the future it becomes all speculation and I think The how is more interested and I think that is exactly where a lot of companies struggle How do we bring UX into practice or design into practice in general in a very efficient way? So I go to this trust three topics the current state some tools and a little bit about the future, right? And I stumbled upon this very interesting report of design front here Where we talk about the design maturity within companies and it turns out we have five levels of maturity within companies. It's Based on a survey with more than 2,000 people over 24 countries in the world And I found it very fascinating to see where we at, right? so Level one are the producers Then you have the connectors and then we have the architects the scientists and the visionaries and You see that only five percent of the companies are in the top or in the level five where design is so incubated in in the company That it actually has effect and It actually shows a lot of returns that comes to design because they really believe in it, right? That versus the level one the producers You can call them production monkeys sometimes, right? It becomes very difficult where there is not a lot of structure There's not a lot of processes, but you're trying to deliver good work and I think This is very interesting these numbers here are the amount of designers within companies, right? And you see that on the lower levels. There are actually more designers and when you look at the visionaries They actually have less designers. So that means they work more efficient in a way Then the younger companies, right? and I can say that where I work and money smart that we are basically Moving from a level three as architects to become scientists But it's a very difficult Jump to make as a company. I think design systems is one of those tools That can bring you from level three from an architect to become vision or a scientist, right? This is very interesting as well because you see that The leading industries are actually the transportation and automotive and the delivery industry and You see that there is a lot of room for improvement in industries like banking financial services and insurance and it happened to be the industry where I'm at now So that it made a lot of sense for me to focus on design system where I talk a little bit about in a bit so UX in the concept of product we can call it product design and I think we can always say that product design always addresses user needs and meet business objectives and We can do this through optimization or innovation optimization is more You have more frequent releases Smaller changes faster cycles and innovation is the the harder part where you need sometimes different types of tools and different types of UX tools and Different type of research tools So let's talk a little bit about the tools These tools that you see here once we're considered UX tools, right? Photoshop illustrator fireworks, I guess I have even used flash or in design and I think what we see in the industry right now is that there is a lot of UX tools out there and Very interesting tools that do a lot prototyping user interfaces, etc but there is always this struggle point and That is actually the handoff point, right and That comes a lot has a lot to do with with the communication we have with our developers as product designers, right? And I think sometimes that relationship is not established enough How many times do you have designed something? that starts with a scribble you design and When you see the end result live being deployed on your website, it's a little bit of like oh, okay Did I design that I guess so So it's very interesting if you look at the five levels of the companies and the maturity state of design within companies Is that in how we design products is mostly we work from an abstract point of view to a more concrete point of view, right? and That always follows it starts with like the strategy and you scope that strategy out and You structure it and you build a skeleton and you put a nice visual layer on top of it And that's how you basically produce components or or designs or UX designs or interfaces or whatever and I think if you put the five levels of the industries next to it based on the report and level one to five you see that actually a lot of those level level five companies or level one companies actually Do the opposite they struggle at the surveys level and having more problem when it comes to Being more strategic about their product And I think we can move down from a design system can actually help a group within an organization like that To move away from the surface level of design more towards a strategic point Towards a strategic way of doing things and incorporated and building products Whereas the traditional model worked very well for an individual But I think that setting is very different when you do it with a group and I know sometimes designer questions about the downside of design systems because I will lose my creativity This is one example that I I run into in Twitter, which I found pretty hilarious but Think of it, right? if you do an audit of your Current experience and you're not and you see the gaps and you want to improve there, right? And you see that you have 167 unique colors and 183 double styles Then you maybe it is time to make a little bit of a change And maybe we should use or work towards something more More structured or scalable or systematic So what I'm talking about is basically how we match the design with the actual code and vice versa And for that you need to answer a lot of questions We took a little group Winner team where a few developers and UX designers And we tried to answer all of these because we wanted to start from scratch because we wanted to build something that was Available for everyone and could scale But that means that you have to define and redefine everything and a lot of these questions You cannot leave them unopened or open. Sorry and That's basically The four pillars of a design system is basically that it should be an agnostic system. At least that's what I think utilities that you have to create and That you have to translate into code with design tokens and there you can build components with and This is how it looked from a model, right? So The HTML structure of a design of components are accompanied with documentation documentation design documentation code documentation usability documentation and At one point maybe you can even have design principles The book on your way when you're mature, right? And then we have the playbook. So how to use this system a lot of times This is translated in the word governance, but I find governance a little bit less Democratic in a way and I think a design system should allow the design team to actually play around With user experiences and it should not be a block or it should be an enabler, right? And once you have established that and you put that in the center Then whatever output and if that output is going to change talk about code Maybe today we use view code Maybe in the future we want to develop an iOS app or an Android app or we switch to react The system in the middle still stands And we know that design software and tools Will change, right? They for instance sketch sketches at this point almost considered like a legacy tool We moved away from sketch to Figma because Figma is an interesting tool that actually Allows and is aligned with that scope of an agnostic system, right? An implementation of the system as a tool and that means yes You have to focus on utilities to even build components, right? You have to redefine all the small and nitty-gritty stuff like Spacings typography scales color and all these things and it is a bit painful in the beginning It demands a lot of talk sometimes a lot of technical talk but also a lot of logic talk somehow and Those you need to translate into sort of design tokens design tokens that will house these values and Make them scalable and once those are planted in the right way across all of your product across all different Markets, maybe it's very easy to make changes To your product and your existing user experience, right? So here's an example of it will result eventually in a set of components that are defined and For instance the tool Figma Allows you to integrate your own Design system in that sense, right? And in the beginning you don't have a different or a new or a refreshed user experience but it is sometimes feels a little bit like a spring cleaning when you start implementing your design system on your new platforms and Maybe it's not a drastic change, but it feels like a little bit of a Marie Kondo update and refresh and you know what you can do later with it, right because In the black circle, you see how a component was structured previously, which was not very flexible And on the right side we structure it in a way that it is more aligned with our core translation of a design which is the HTML and CMS CSS and For instance view code or react code can follow that structure and this allows you to do very interesting stuff because Now you can do on a component level with the same values and the same design if you change parameters you can change a lot of things and you can experiment a lot of things and You try out different things and I can imagine if you would do that on a page level Where you have different personas now we can control what we show to who What if you have an X amount of personas and you want to give them different experiences or you want to offer Different products or you want to show them different content that is now possible It is not a blocker anymore, right? and So we are now able to address the user needs, right? So what about the business objectives and I think as an organization you need to put a little bit of effort and a little bit of guts in to putting resources in developing such thing as a design system because it's not an easy thing and often it comes with a replatforming and some hard decisions need to be made but If the leadership has a little bit of a longer term vision, they know at the end it's going to benefit them, right? and Just now I mentioned that It might not seems like a whole different website refresh or an experience refresh But I think now that you have defined all the values and the and the technical part behind the designs You definitely will increase your speed and page loads etc, right and it doesn't really matter at this point because You see that only 24% of the users based on a Google report Care about how attracted the website actually looks for them. It's more about the speed that the that it loads So that's already a win and I think what you see here is the formula to convince your leadership to invest in a design system Because if you do a calculation of an X amount of systems that you have maybe have multiple systems and You are planning for an X amount of releases over an X amount of time With an X amount of people working on it It will always translate in an X amount of time and money right and that you can compare to your new Calculation basically on your new systems, right? Probably it's one system that you're working on and that will definitely translate in a win in time and money I cannot give you the exact number, but I Can give you a percentage and it's quite unbelievable that we can our time to market can be way faster We haven't we can see an increase of 92% For some products our core products and there's like other products that are connected to the design system for instance our checkout service that have an increase of 86% which is Quite a lot so the eventual the goal is to Deliver products and time will always be a constraint, right? But at least you save a lot of time Because a lot of things are defined and you can focus on the problems that really matter, right? Problems that really tackle all the layers of a minimum viable product instead of stagnating just at the bottom so if you look at all of this and then you see that Iteration and innovation and experimentation is something that the scientists do at level five and I think when once you put your system in place in all of this in the center Then basically what you do is you put all your people in the center as well because now people who are the people I'm talking about designers researchers content strategists can now actually focus on their profession and leverage their skills instead of being blocked by technical limitations or All these kind of things, right? So when we talk about the future You have to talk about the past because Systematic design and scalable design and reusable design is super old, right? Like a 1570 Palladio introduced the architecture book Where you can build whole cities basically with reusable components and on the right you see for instance, how he describes a Circle staircase that you have to use in small locations in The blueprint in a house for instance, right? but everything was documented and there were design principles and Even if you look at all the software like a lot of graphic designers probably have used like in design. There's a lot of Functionality in there that you can reuse a lot of elements for your own back then maybe it was not shared Maybe we were not talking about multiplayer design like these days But it was already very efficient so The future is learning from the past and I think if we stitch the people and and the practices and the platforms We can actually eventually benefit our users So the whole company can basically become accountable for the consumer experience, right? And it can spread out of just the product department or the tech department So UX can be closer to a CX etc So if you look at the scale of one to five We are definitely ready to go from three to four because we want to enjoy the fruits that we have created, right with experimentation That's why it has the name scientists. Of course. You are able now to do crazy experiments to really Try new things out to address user needs Is the ultimate aim level five hundred percent sure but to get there only a small percentage from everywhere in the world Reach that level and most of the times now it are other big Giants, right? They don't level five so If you want to know more about our journey, please come talk to us We will sharing our design system what we have now so far with our design guidelines and An agnostic system and our how we approach view code and we hope to launch and share it that soon with you all It's still in development So thank you So we're gonna go to questions and I think one of the questions that was asked a lot just now was where can I get the slides? I'm thinking too many pictures And we will send out the slides after the event. So so don't worry. You don't have to take pictures of every single slide Okay And there is another very active debate on menti.com about whether the lights are bright or they're not Who put in that question? Okay, let's let's take a quick vote who here thinks that the lights are too dim. Oh Thought too bright Who who is okay who is okay with the current lights, please raise your hand Okay, so I'm really sorry to those who who said that they wanted like brighter lights But it looks like most people are kind of okay with this So, you know, we're gonna we're gonna we're gonna stick with the current state of lighting, okay? So on to the questions that we have Let's see okay question for a Frim once you decide to use figma or envision you are then locked into the ecosystem Do you think that this might be not so practical for the future? Is there anyone from envision here Okay, sorry So no, I Don't think you are We use we start using figma because it has a Less to do with being locked in to an ecosystem and I think still things still exist in sketch But it's just that the documentation etc of those Components and stuff. It's very nice reflected within figma and it's it's a very easy learning curve talking about design software, I think Initially, I was aiming for something like UX pin because I think UX pin is an extremely strong tool and You can do high fidelity prototyping and you even have the ability to to add logic to interactions but What we realized a lot of our designers found it too much of a learning curve and a bit intimidating Yes, it is a tool that is closer and merges the design The design with code as a working space But I think this point We move to figma and I think one thing that figma is doing good I don't try to be a promoter here But they listen to their users which are the UX designers and I think that community is It's very thriving. Yeah So sorry in vision Next question that was uploaded a lot. How do you convince developers to embrace the design system? A common pushback is that they don't have time to build the whole system So I think to embrace them is To start developing it together I think What I hear a lot from developers is that they most of the time they already have some kind of system or multiple systems and I think that a lot of these The need from them is that it has been driven by design But it's owned together, right? I think it's a design system is always a shared ownership and What we see here is that now there's a design system in place that the designers are working way more closer to developers And especially front-end developers. I think when you start integrating your system on platforms Back-end developers in a way are a little bit of a different breed and front-end developers So it's a lot of repetition and Education needed But they instantly will see the benefit and it's very easy to get them on board Okay One more question on the design which is When should you start working on the design system in the initial part or towards the end when the designs have been finalized? So we we all were already a business online in that sense, right? So we introduce a design system and it's either you do a big bang approach or you launch it in phases Right and I think what we did was we just take the current snapshot of the experience to set everything in place And that's what I meant with you already will see a little uplift in the experience a little bit of house cleaning sprint cleaning But now everything is in place and now it's time to look at the real design changes or the product improvements you want to introduce Okay, great Thank you. Thank you so much Irvin and if we just wanted to present a quick token of appreciation Thank you very much