Design Systems Podcast

Send us feedback or episode suggestions.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!View the transcript of this episode.Check out our upcoming events.If you want to get in touch with the show, ask some questions, or tell us what you think, send us a message over on LinkedIn.GuestAdriana 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.HostChris 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.SponsorSponsored by Knapsack, the design system platform that brings teams together. Learn more at knapsack.cloud.

Evan Lovely, co-founder of Knapsack, returns to celebrate five years of innovation in design systems with Chris Strahl. They reflect on their journey from agency work to building a SaaS platform, sharing personal anecdotes and lessons learned. The importance of composability and constraints in design is highlighted, with insights on how AI is transforming the industry. They discuss recent shifts in design tools, the balance between flexibility and brand integrity, and the evolving role of community and empathy in the design ecosystem.

Send us feedback or episode suggestions.In this episode, Chris talks with Daniel Ley and Jonas Ulrich from KickstartDS, a framework designed to simplify design system creation and drive meaningful adoption. They dive deep into what adoption really means, moving beyond metrics like component coverage to focus on efficiency, team morale, and an iterative approach. Drawing on real-world examples like UNICEF Germany, they share how effective adoption strategies can reduce complexity, speed up delivery, and maximize impact. Tune in to learn how to measure and represent adoption in ways that truly reflect your design system's value!View the transcript of this episode.Check out our upcoming events.If you want to get in touch with the show, ask some questions, or tell us what you think, send us a message over on LinkedIn.GuestsJonas Ulrich and Daniel Ley are the founders of kickstartDS and owners of ruhmesmeile, a consultancy specializing in design systems and headless CMS. After over 15 years of experience developing websites and UIs as a traditional online agency, they sought to improve how teams work on web frontends. This vision led them to establish kickstartDS as a corporate venture in 2021, providing an open source meta framework for design system creation.HostChris 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.SponsorSponsored by Knapsack, the design system platform that brings teams together. Learn more at knapsack.cloud.

In this engaging discussion, Ben Callahan, co-founder of Sparkbox and a creative force in design and development, dives into the profound impact of language on system design and team dynamics. He emphasizes how communication shapes cohesion and drives product innovation. Topics include balancing structure with flexibility to foster creativity, the importance of effective language to bridge gaps in understanding, and the role of collaborative systems in enhancing teamwork. Prepare for insights that blend technical expertise with human-centric design!

Andii Hei, a Senior Product Designer at Wesco, delves into the fascinating parallels between urban planning and design systems. They discuss how both fields share principles of structure and adaptability, while highlighting the importance of collaboration. Andii draws inspiration from diverse disciplines, emphasizing that regulations in design can spark creativity. The conversation also explores the transformative impact of AI on urban planning and the essential balance between human insight and technological advancements.

Allison Shaw, Director of Design for Adobe's Spectrum core team, shares her transformative journey in design systems. With a background at Yelp, Twitter, and Zendesk, she discusses the shift from designer to design leader, emphasizing the importance of humility and mentorship. Highlights include her role in shaping Adobe's cohesive branding, the evolution of design strategies from HTML to mobile, and the challenges of navigating management transitions. Allison's insights provide a roadmap for aspiring design leaders tackling complex organizational dynamics.

Alice Preisler, Product Owner of Design System at ADP, dives into the debate on whether design systems should start with components. She proposes focusing on documentation and design tokens instead. Alice shares her vision for using a linting tool to maintain design consistency and foster creativity within constraints. The conversation explores the complexities of localization, the necessity of solid documentation, and balancing speed with consistent design quality. It's an engaging discussion that challenges traditional notions and emphasizes structured workflows.

Catalina Manea, a Senior Designer at Spelunk with a deep-rooted background in graphic design, shares her transformative journey into systems-focused design. She dives into the importance of reusability and adaptability within design systems, emphasizing collaboration between designers and developers. Catalina argues that these systems are not just about aesthetics but also about functionality and enhancing teamwork. Empathy emerges as a key theme, underscoring the necessity for mutual understanding to tackle user needs effectively in agile environments.

Send us feedback or episode suggestions.What does the future of UX look like? In today's episode, our host, Chris Strahl, sits down with Kate Moran, the VP of Research and Content at Nielsen Norman Group. They explore the promise of hyper-personalized experiences, the challenges of resource limitations, and the innovative potential of AI in accelerating design processes. Kate touches on the balance between speed and risk when integrating AI into products, highlighting the significance of human input in maintaining brand consistency and preventing unpredictability. Their conversation addresses ethical considerations, data privacy, and the societal impact of AI, emphasizing transparent communication from organizations.View the transcript of this episode.Check out our upcoming events.GuestKate Moran is an expert in UX research, writing, and strategy. She has made substantial contributions to the field through her research and thought leadership. Kate is Vice President of Research and Content at Nielsen Norman Group.HostChris 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.SponsorSponsored by Knapsack, the design system platform that brings teams together. Learn more at knapsack.cloud.

Send us feedback or episode suggestions.In this episode of The Design Systems Podcast, Chris Strahl welcomes Guy Segal, the director of digital ecosystem and design systems at Thomson Reuters. Guy shares his experience of building a design system that serves over 150+ brands and the importance of having a point of view when you are working to bring both quality and consistency to a large portfolio of products. From design system missionaries to trojan horses to carrots and sticks, Guy and Chris talk about how to gain the buy-in you need to build a design system product teams will want to use.View the transcript of this episode.Check out our upcoming events.GuestGuy Segal is a design leader with over 25 years of experience in the tech industry, specializing in UX, product design, and DesignOps. Leveraging his passion for design leadership and people management, he has a proven track record of fostering innovation and collaboration within design teams, establishing and nurturing design practices, and leading teams to success. Guy's expertise extends to various domains, including product, UX, and service design, as well as a strong background in web and UI development. In recent years, he has been focusing extensively on design systems, establishing and growing teams around the practice, and launching systems that optimize efficiency and enhance user experiences. Beyond his professional endeavors, Guy is an avid enthusiast of board games, food, and movies, welcoming conversations on diverse topics that extend beyond the realm of design.Guy’s Design Downtime podcast: http://designdowntime.com/HostChris 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.SponsorSponsored by Knapsack, the design system platform that brings teams together. Learn more at knapsack.cloud.