(01) CASE STUDY
Design System & Enterprise UX Leadership
Lead UX & Product Designer | 2019–2025
Design Systems & UX Leadership for Scalable Enterprise Products
Transforming fragmented product experiences into cohesive, high-impact enterprise ecosystems. A multi-year transformation project that unified a fragmented ecosystem into one scalable design foundation, ensuring consistency, efficiency, and familiarity across all XTEL products.
2021-2024
Tilda Publishing
YEARS
Lead UX Designer
ROLE
Tools
Tools
Product Teams from Kantar Group ( XTEL, VR, Richmix, IQ)
TOOLS
TEAM
(02) MY ROLE
My Role
As Lead UX & Product Designer, I:
- Defined the vision and roadmap for the design system.
- Conducted a cross-product UI audit and pattern inventory.
- Led a team of three designers and one front-end developer in component creation.
- Established the documentation structure and contribution model.
- Facilitated design–development alignment workshops and governance sessions with global teams.
(03) OVERVIEW
Project Summary
The Challenge
After Kantar merged its technology units into one portfolio solution, we were left with different applications—XTEL, Richmix, VR, and IQ—each with distinct operational goals, technology frameworks, user interfaces, and user experiences. It became critical to find a way to unify the experience and create UI consistency, allowing these applications to function as parts of a cohesive solution. To achieve this, we needed to develop a new vision and collaborate on creating updated UI guidelines and a design system consisting of scalable and adaptable components and experience patterns to meet the diverse needs of each unit.
The organization had grown rapidly, resulting in fragmented user experiences across multiple products. Each team had developed their own components and patterns, leading to inconsistent branding, duplicated effort, and frustrated users navigating between products.
(04) PROJECT GOALS
Goals
Establish a single source of truth for design decisions
01
Improve accessibility compliance to WCAG 2.1 AA
02
Reduce time-to-market for new features by 50%
03
Enable seamless handoff between design and development
04
(05) PROCESS
Design Process
- Discovery & AuditCollected and analyzed all existing UI patterns across five key modules.
- Structure DefinitionBuilt atomic design hierarchy and component taxonomy.
- Design & DocumentationCreated scalable library in Figma, published live documentation in Zeroheight.
- Integration & TestingPartnered with devs to test and refine components in production.
- Evolution & MaintenanceEstablished versioning (V 6→V 9.2) and continuous improvement cycle.
The steps I carried out in the design process:
-
Defined scalable UI components and interaction patterns to bring consistency across modules. - Applied WCAG 3.0 accessibility principles from the start to ensure inclusive design.
- Documented guidelines for layout, typography, colors, spacing, and responsive behavior.
- Built and tested interactive prototypes in Figma to validate components in real workflows.
(06) DELIVERABLES
Component Library
80+ reusable components designed with accessibility and flexibility in mind.
After initiating the process by categorizing components based on functionality and design principles—using categories such as Atoms, Molecules, Organisms, Templates, and Pages—we created a visual map of UI components in Miro. This map was designed to reflect how the components fit together, from the smallest to the most complex, and to illustrate the dependencies and interactions between them.
After initiating the process by categorizing components based on functionality and design principles—using categories such as Atoms, Molecules, Organisms, Templates, and Pages—we created a visual map of UI components in Miro. This map was designed to reflect how the components fit together, from the smallest to the most complex, and to illustrate the dependencies and interactions between them.
(07) VISUAL GALLERY
Visual Gallery
2017: Kantar Retail UI Guidelines and Kantar Retail Design System
This was the first atomic design system, prototyped in Sketch and Invision. The UI guidelines were written and released on SharePoint.
2019: Kantar Consulting Design System
This was the second version of the design system, upgraded with a new color palette and designed in Sketch, prototyped in Invision, and released in Zeroheight.
2022: Kantar XTEL Design System
This involved transferring the previous design system from Sketch to Adobe XD, with new, upgraded components for mobile applications.
2024: XTEL Design System
This design system was completely redesigned and upgraded with new branding guidelines, and released in Figma.
My primary responsibility has consistently been to oversee and shape the Visual Foundation of each design system. This involves defining the core design elements—including color schemes, typography, spacing, iconography, and other foundational components—that ensure a cohesive, scalable, and visually consistent user experience. By setting up these visual standards, I ensure that each design system is adaptable across platforms and applications while maintaining alignment with the overall brand identity.
“
Flexibility ensures longevity when technology and teams evolve.
(08) IMPACT
Results & Outcomes
Reduction in design inconsistencies
85%
Reduction in design inconsistencies
85%
Faster development velocity
40%
WCAG 2.1 AA compliance
100%
Products unified
12+
-
Multi-brand component libraryWe are a leading firm in providing quality and value to our customers. -
Governance modelEach member of our team has at least 5 years of legal experience. -
UI GuidelinesOur managers are always ready to answer your questions. You can call us during the weekends and at night. -
Zeroheight DocumentationWe like to make people happy. We ask our clients about their birthday and prepare cool presents.
(09) REFLECTION
Key Learnings
- Stakeholder buy-in from the start is crucial for adoption
- Clear governance prevents chaos without stifling innovation
- Design systems are never 'done' — they require continuous maintenance
- Accessibility should be built in, not bolted on
