OVERVIEW
The need for consistency, alignment and one source of truth became apparent through the creation of a Design System. The aim – to create a more consistent Brand Experience at Macy’s.
The Challenge
As a large legacy brand, various avenues of alignment among internal and external teams was needed to funnel various priorities and design needs into channels for further information, tools and resources for consumption by designers, developers, vendors, marketers and more.
My team built various channels to funnel the appropriate traffic and resources in to properly document our digital reinvent into actionable steps to affect the transformation of the entire website, app and email marketing visual design and conteting strategies.
VISUAL + UX DESIGNERS
Both the production design and visual design teams needed accurate consistent templates to design Marketing content with the same branded look and feel.
The UX Design team also needed a common tool and methods to share these product design templates with visual design teams.
ENGINEERS/DEVELOPERS
Developers and engineers needed a common language and reference for design patterns.
This way, code could be reused strucutrally where needed and be rendered in similar ways throughout the site and app.
Marketers/content strategy
Content creators and marketing strategists needed a visual system to be able to content template appropriately and a language and system to refer to them.
This also includes various vendors that market their content on macys.com.
Marketing Pattern Library
This was our initial step after CSG (which offered consistent button styles), which was to create patterns such as Carousels or Video Players as well as Menu Styles that respected a limited number of options and that were pre-developed for reference in the code base. This would allow a shorter development timeline and more consistency across digital assets.
Process
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Interviews
Various 30-minute interviews were held with key stakeholders on process – Design, Copy and Project Management to best understand the asset creation and delivery process for the conceptualization and production design teams.
Partnership with Adobe Xd and Creative Cloud Product Teams
Oshine comes with 12 unique and stunning demos. We have crafted each and every demo with extensive care and precision and the theme is power packed yet easy to use.
Initial Resources
Before our digital reinvention project, my team worked to create several resources both on and offline for teams to create consistency among our assets.
CSG (Component/Coded Style Guide)
Oshine comes with 12 unique and stunning demos. We have crafted each and every demo with extensive care and precision and the theme is power packed yet easy to use.
Macy’s ADS (Asset Development System)
Oshine comes with 12 unique and stunning demos. We have crafted each and every demo with extensive care and precision and the theme is power packed yet easy to use.
Initial Design System Innovation
Oshine comes with 12 unique and stunning demos. We have crafted each and every demo with extensive care and precision and the theme is power packed yet easy to use.
Adobe CC Libraries
Oshine comes with 12 unique and stunning demos. We have crafted each and every demo with extensive care and precision and the theme is power packed yet easy to use.
Icons
Oshine comes with 12 unique and stunning demos. We have crafted each and every demo with extensive care and precision and the theme is power packed yet easy to use.
Library Instructions
Were located as artboards locked up in a layer in the library itself. This helped to have all necessary information in an easy and accessible place.
Next Steps
CSG 3.0 will be the complete next step in the updated consistent code base. This will enable a new header. Also from a Dev standpoint, we are looking to align our Adobe Xd tool to our code by leveraging a Design System plugin custom-built within Adobe Xd. We are partnering with the Adobe Xd Product Team to see the product enhancements of the software and how it might best continue to serve our evolving needs.
What’s Next
Image Libraries for Campaign Conceptualization, Production and Development
Campaign Design in Adobe Xd
