125. Inside H-E-B’s Digital Transformation: Adriana Morales on Design Systems That Empower Teams

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In our first episode of 2025, Chris Strahl sits down with Adriana Morales, Design Principal at H-E-B, to explore the evolution, challenges, and triumphs of design systems in organizations at different stages of maturity. Adriana shares her journey from IBM to H-E-B, highlighting how each company’s unique financial priorities and cultural dynamics shape the mission and execution of their design systems. Together, they discuss the paradox of design systems: balancing constraints with creativity, and ensuring they enhance rather than hinder innovation. Adriana also offers actionable strategies for celebrating small wins, sustaining engagement, and demonstrating the tangible value of design systems across teams, leaders, and executives. Tune in for an inspiring start to the new year!

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Guest

Adriana Morales is a Design Principal at H-E-B based in Austin, TX, where she uses systems thinking and radical collaboration to create scalable design systems, resources, and tools to bridge the gaps between design and engineering teams and build cohesive experiences. She believes in nurturing the next generation of designers to find clarity in complexity and uncover their hidden powers.

Host
Chris Strahl is co-founder and CEO of Knapsack, host of @TheDSPod, DnD DM, and occasional river guide. You can find Chris on Twitter as @chrisstrahl and on LinkedIn.

Sponsor
Sponsored by Knapsack, the design system platform that brings teams together. Learn more at knapsack.cloud.