125. Inside H-E-B’s Digital Transformation: Adriana Morales on Design Systems That Empower Teams
Jan 7, 2025
37:33
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Quick takeaways
Cultural differences shape the purpose and outcomes of design systems at different organizations.
Fostering collaboration and systems thinking enhances the effectiveness of design systems within teams.
Deep dives
The Evolution of Design Systems Maturity
Design systems often go through a journey of initial investment, implementation, and then questioning their purpose and future progression. This episode explores the experiences of Adriana Morales in managing design systems at IBM and HEB, highlighting the challenges faced once the system is in place. At IBM, after the initial high energy of system launch and adoption, Adriana's team faced a period of uncertainty about the next steps. This led to introspection, research with internal teams, and identifying missing components and patterns. Transitioning to HEB, where the design system was at an early stage, focused initially on building components and patterns, followed by a shift towards sustaining and aligning the system with long-term goals.
Cultural Differences in Design Systems
Adriana contrasts her experiences at IBM and HEB, emphasizing the cultural differences that influence design system implementations. IBM's focus on a mission-driven approach contrasted with HEB's customer-centric values, affecting the respective purposes and outcomes of their design systems. While IBM represented radical internal changes towards human-centered practices, HEB's design system aligned with its 'bold promise' of prioritizing people and partners. The cultural influences shaped the value perception and priorities of their design system initiatives.
Fostering Collaboration and Systems Thinking
Adriana discusses the importance of fostering collaboration and promoting systems thinking within design teams to enhance the effectiveness of design systems. At HEB, the integration of designers and engineers with varying backgrounds necessitated introducing systems thinking concepts to unify the organization's approach to design. Through workshops and collaborative efforts, teams were encouraged to consider the broader ecosystem of design decisions and ensure consistency and coherence across different products and experiences.
Demonstrating Value and Overcoming Challenges
The episode delves into the challenge of demonstrating the tangible value of design systems within organizations. Adriana highlights the importance of showcasing how design systems enhance workflows, improve efficiencies, ensure accessibility compliance, and facilitate cross-platform design consistency. By emphasizing the systemic benefits and cost-saving aspects, design system leaders aim to justify the continued investment and address misconceptions about constraints and creativity limitations. Celebrating successes, promoting mentorship, and nurturing a culture of recognition are emphasized as essential practices to sustain motivation and combat burnout within design system teams.
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!
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.
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