Accenture Song & Design Systems
Design Systems and Automation for Marketing Ops
Challenge
The challenge was to serve Procter & Gamble 16 brands in their marketing communications using Visual Design and Design Systems techniques to scale production, increase conversions and innovate through technological and collaborative approaches with small teams with tight budget and deadlines.
Goal
Implement and improve Design Systems to scale design operations with lean teams to improve conversion rates and delivery performance for Procter & Gamble and their 16 brands acting on Brazil.
Solution
I conducted the development of Design Systems for Procter & Gamble 17 brands according to UI specificities for CRM, AD displays and hotsites. I had to design components in a modular and responsive way leading design system culture in the operations team to improve the pipeline process by determining a shared language of elements and tokens with developers and copywriters for effective design layout creation. Due to the large volume and disorganization of assets, I did a design audition with all KV's, visual ID's and assets. Then I standardized the Information Architecture for each asset of each brand; with this, I observed the opportunity to make connections between the APIs of the databases and Figma, facilitating the massive flow of assets. With this, I deepened possibilities by using and developing internal micro saas that automate repetitive tasks. Also used motion graphics skills for animated banners and conducted CSD Matrix workshops and steakeholders research to gather quali and quanti data to validate design operations performance. In this project, I learned to balance complex visual design by each brand and facing challenges through Design System practices. Also learned technical programming knowledge, seeing possibilities with internal plugins and toolmaking for designers, developers and copywriters. Blur layer for NDA purposes.
