How we enhanced design systems have increased revenue by up to 21%
Onboarding flow UX redesign project
Duration: Duration April to August 2024
My responsibilities: Senior product manager, lead UX designer
What
Ovice is virtual office software for remote work customers. However, due to a flawed design system, customers in the US, Japan, and Korea were confused and unable to generate revenue
Why (Problem) 1.
The US, Japanese, and Korean teams created separate websites, emails, and social media posts, so they did not have the primary colors of the brand.
Why (Problem) 2.
Inconsistent brand UX could create friction in the customer journey.
The lack of a consistent brand UX makes customers distrust the brand and feel unprofessional
Why (Problem) 3.
The lack of a design system requires designers and developers to spend a lot of time communicating with each other to ensure design consistency and project requirements are met.
This results in delays and miscommunication, further delaying the design and development process.
Previously: Confusion, Distrust, and Inefficiency
Due to the lack of a design system, the product, website, newsletter, email, social media, and conference paper brochures were inconsistent, confusing customers, not getting their emails noticed, and losing many potential paying customers.
Without a design system, the product team took too long and was unable to complete a new design to be delivered to end users during the two-week sprint.
After establishing a design system
1. Consistency
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Our design system provides a consistent message and aesthetic visual approach across all marketing and sales materials, including websites, product pages, brochures, and presentations
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This consistency reinforces the company's brand and messaging, making it easier for customers to recognize and remember the company
2. Efficiency
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Our design system streamlines the creation of sales and marketing materials, reducing the time and effort required to produce high-quality materials
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This allows your sales team to work more efficiently and spend more time on revenue-generating activities
3. Speed to Market
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Our design system enables rapid iteration and prototyping of sales and marketing materials, allowing you to quickly test and refine messaging and designs that better resonate with customers
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This allows your sales team to be more agile and responsive to customer needs, increasing the likelihood of closing the deal
The key takeaway
I am a Senior Product Manager and lead UX, so I work with other designers, PMs, and engineers.
And we are remote workers. So since the design structure was established, communication has been smoother, misunderstandings have been reduced, daily stand-up time has been cut, and we can deliver new features and redesigned parts in a two-week sprint.
The end result is an 18% reduction in build costs and the ability to fix bugs and issues in one to two days. As a result, brand confidence increased, leading to a 21%+ revenue increase in 3 months
For me personally, I was happy that the design system facilitated communication among the team and allowed people outside the company to recognize us as a company and product just by looking at our logo and social media posts.