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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

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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.​

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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.

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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

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​I am a Senior Product Manager and lead UX, so I work with other designers, PMs, and engineers.

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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.

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