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Design Systems & Strategy

Formulating a comprehensive set of guidelines, principles, and components that foster consistency across all member touchpoints, ultimately developing a unified and cohesive visual language.

Our approach

We work closely with our clients to craft bespoke design systems from the ground up; this involves formulating a comprehensive set of guidelines, principles, and components that foster consistency across all member touchpoints, ultimately resulting in the development of a unified and cohesive visual language. We embrace a holistic approach, integrating user-focused design, aesthetic appeal, and results-oriented strategies. The result is a seamless and inspiring member experience that contributes to the success of your digital presence.

User-focused approach

Our design systems prioritise a user-centric philosophy, ensuring that each component and interaction is meticulously crafted to elevate the overall user experience. Through practices such as user research, persona development, and usability testing, we inform our design decisions to create solutions that resonate with your audience.

Results-oriented design

We gear our design systems towards tangible outcomes, be it increased engagement, conversions, or heightened user satisfaction. Our approach involves aligning design decisions with your business goals and key performance indicators, ensuring that the design system contributes directly to your success metrics.

Action-inspiring experiences

Our design systems are crafted to inspire action. We strategically position calls to action, implement intuitive navigation, and incorporate persuasive design elements to create interfaces and interactions that motivate users to take desired actions and drive meaningful engagement.

End-to-end service

From conceptualisation to launch and continuous evolution, our agency provides a comprehensive end-to-end service; this guarantees that your design system remains relevant, adaptable to evolving user needs, and aligned with dynamic business objectives, ensuring sustained success.

Crafting beautiful experiences

Aesthetic appeal is paramount in our design systems. We focus on creating visually pleasing interfaces by meticulously paying attention to layout, typography, colour schemes, and imagery. The result is a delightful and memorable user experience that will positively reflect your brand.

Ongoing maintenance and evolution

Recognising the dynamic nature of design systems, we offer continuous support and updates. This ensures that your design system evolves seamlessly with changing trends, technologies, and user expectations, maintaining its longevity and effectiveness over time.

Collaborative process

Collaboration is at the core of our design process. We emphasise working closely with your team, establishing regular feedback loops, conducting workshops, and maintaining open communication channels. This collaborative approach ensures that your design system aligns seamlessly with your brand and objectives.

What is a Design System?
Design Systems & Strategy, a structured approach to creating and managing design assets, components, patterns, and guidelines, brings numerous benefits to an organisation’s digital products and platforms. It fosters a cohesive system of design elements, standards, and processes, ensuring consistency, efficiency, and scalability in design-related activities, thereby empowering you with the knowledge and tools to create impactful designs.
Key aspects of Design Systems & Strategy include:
Component libraries

Design Systems typically include a library of reusable components, such as buttons, forms, navigation bars, and cards, that can be easily incorporated into various digital interfaces. These components are designed to be consistent in appearance and behaviour, promoting a unified user experience across different products and platforms.

Visual style guide

Design Systems often include a visual style guide that defines the organisation’s design principles, brand identity, colour palette, typography, iconography, and other visual elements. This guide serves as a reference for designers, developers, and other stakeholders and ensures consistency and coherence in visual design.

Design patterns and best practices

Design Systems establish patterns and best practices for common design challenges and interactions, such as onboarding flows, form validation, error states, and feedback mechanisms. These patterns help maintain consistency and usability across the interface’s different parts.

Accessibility guidelines

Design Systems may include guidelines and standards for designing accessible interfaces usable by people with disabilities; this may involve considerations for colour contrast, keyboard navigation, screen reader compatibility, and other accessibility principles.

Documentation and governance

Design Systems are supported by documentation that guides users in using design components, implementing design patterns, and adhering to design standards. Governance processes ensure that the Design System is maintained and updated over time, with input from relevant stakeholders.

Scalability and flexibility

Design Systems should be scalable and flexible, allowing for evolving and adapting design assets and standards over time. As products and platforms grow and change, Design Systems can accommodate new requirements, technologies, and user needs while maintaining consistency and coherence.


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Why should membership organisations implement a design system?
Design Systems are not just about design elements and standards; they foster collaboration and communication among designers, developers, membership managers, and other stakeholders. By providing a shared language and set of resources, Design Systems create a sense of inclusion and teamwork and facilitate cross-functional alignment on design decisions. Membership organisations should implement a design system for several reasons:
Consistency of visual appearance
A design system ensures the consistency of visual appearance and user experience across all digital platforms and touchpoints. Consistent design elements, such as colours, typography, and UI components, help reinforce the organisation's brand identity and build trust with members.
Design systems streamline the design and development process by providing a library of reusable components, patterns, and guidelines. Designers and developers can quickly access and implement these components, saving time and effort on repetitive tasks and reducing the risk of inconsistencies.
As membership organisations grow and evolve, their digital presence may expand to include new websites, apps, and online services. A design system provides a scalable framework for managing design assets and standards, allowing organisations to maintain consistency and coherence across diverse digital properties.
Improved User Experience
A design system enhances the user experience for members by promoting consistency and coherence in design. Clear, intuitive interfaces and familiar design patterns make it easier for members to navigate websites, access information, and interact with digital services, leading to higher satisfaction and engagement.
Alignment with Brand Values
A well-implemented design system reflects the membership organisation's brand values and priorities. Design elements, such as colours, imagery, and messaging, can convey the organisation's mission, values, and commitment to its members, strengthening brand identity and loyalty.
Design systems can incorporate accessibility guidelines and best practices, ensuring that digital platforms are usable by all members, including those with disabilities. Consistent design standards help maintain accessibility features, such as sufficient colour contrast, keyboard navigation, and screen reader compatibility, improving inclusivity and usability for all users.

Design Systems & Strategy FAQs

Answers to common questions about Design Systems & Strategy

  • How do design systems benefit cross-functional teams and collaboration?

    Design systems provide a shared language and reference point for designers, developers, and other stakeholders, fostering better communication and alignment. They enable teams to work more efficiently, reduce inconsistencies, and ensure a cohesive user experience across products and platforms.

  • What are the key components of a design system, and how are they developed?

    Key components of a design system typically include design principles, UI components, patterns, typography, color palettes, and usage guidelines. They are developed through collaboration between design, development, and product teams, often starting with creating a style guide and expanding into a comprehensive system over time.

  • How can design systems evolve and adapt to accommodate changes in product requirements?

    Design systems should be flexible and scalable, allowing for iterative updates and adaptations as products evolve or new requirements emerge. Regular audits, feedback loops, and version control processes help ensure that design systems remain relevant and effective over time.

  • What role does design strategy play in implementing and maintaining a design system?

    Design strategy involves aligning design efforts with business goals and user needs, ensuring that the design system serves its intended purpose effectively. It includes defining governance processes, establishing design principles, and advocating for the value of the design system within the organisation. A strong design strategy is essential for the successful implementation and long-term sustainability of a design system.

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