Our client was looking to gain operational efficiencies by bringing all their consumer, over-the-counter, branded websites under one experience manager. Our idea was to have one set of components for multiple brands while still creating unique branded experiences. This would become a design system with unbranded components, which would allow for each brand's unique foundation to customize the look (and sometimes micro-interactions) of each component. Then, if a brand required a new component, the client could add it to the library for the other brands to utilize.

Each of our client's brands utilized different agencies, developers, and marketing tools for their digital presence. This heterogeneity created costly inefficiencies and added to the time-to-market for new or ongoing campaigns.

Bring all the brands onto one experience and marketing manager and create a multi-brand design system that allows each brand to remain unique.

30% increase in speed-to-market timing
Significant decrease in operational costs

UX Lead, UXD, Art Director, 2 Experience Designers, Copywriter, Editor, PM, Development Team

UX Lead: Led the UX team in the review of all sites, authored the component and requirement document, consulted on design on all components, co-authored all component descriptions, co-edited all copy, authored the accessibility section

Component and Template validation document, Functional Requirement Document, Sprint Plan, UI kit and visual design document, Website Design and Content Guidelines document