On Theme: Design Systems in Depth Shipping new ways of working to a classic organization with the One UPS system, with Marcela Rodriguez Joos — #13
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Apr 14, 2025 Marcela Rodriguez Joos leads the design system at UPS and plays a crucial role in the One UPS project, aiming to unify the brand's digital experience. In the discussion, she shares how a pivotal moment from the CEO sparked this transformation. The team successfully shortened development timelines from years to months and emphasizes the importance of collaboration in a large organization. Marcela also highlights the journey of cultural shifts, the value of storytelling in leadership, and shares spicy insights on implementing design systems.
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CEO Catalyzes UPS Design Unification
- UPS was historically not seen as a design-centric organization, despite its global presence and history.
- A new CEO catalyzed change by questioning why all UPS digital experiences looked different, launching the One UPS design effort.
Aligning Brand & Digital Design
- Brand guidelines and digital design systems must be aligned and collaborate closely.
- Digital expressions often differ from print, requiring intentional conversation and empathy among teams.
Embodiment of Design System Culture
- Embody the design system by being approachable, positive, and collaborative with others.
- A friendly team attitude encourages the system itself to be easy and pleasant to work with.