OVERVIEW
Paperform had successfully rolled out their new brand identity early 2022. However, as a young start up with a small team, internal systems were non existent causing inconsistencies and inefficient design workflows.
As the Visual Design Lead, I collaborated closely with the founders playing a key role in implementing internal processes that would allow for more efficient collaboration between design and the wider team. This also involved further evolving the brand, ensuring consistency across various touch points including the product, website and other digital platforms.
Company
Paperform
Paperform
Industry
Software (SaaS)
Software (SaaS)
Year
2023
Deliverables
Design System
Design System
Brand Templates
UI Components
Landing Pages
Identifying challenges
Following the successful launch of the updated visual identity in the product and customer-facing website, we encountered visual inconsistencies, especially on the website. Some pages still featured old brand elements, posing a risk to the brand's credibility and impeding a positive user experience.
As an early-stage startup with a small team, we hadn't established set processes yet. The development of digital designs, including landing pages and graphics, presented challenges for our internal workflows. The constant need to start from scratch proved to be a time-consuming task, which was less than ideal, especially in a fast-paced environment with limited resources.
Laying the foundations
Creating a design system from scratch as the sole designer brought about its own set of challenges. With several projects already in the pipeline, design resources needed to be directed towards other top-priority initiatives.
As a result, the decision was made to lay the foundations first. I began to construct a UI kit in Figma, incorporating elements such as the colour palette, typography, iconography and grid systems. A library of components were built as projects were completed, setting the stage for a unified system.
Brand templates used for blog covers
Building brand assets at scale
With the foundations set in place, I proceeded to create brand templates and reusable components readily available for use. This not only accelerated the design process but also empowered the wider team to generate assets at scale without delays from the design team, all while maintaining brand consistency.
Notably, the content team experienced significant benefits enabling quicker publishing and content delivery, reducing the initial two-week turnaround time from the design team as well as clearing months of backlog.
Streamlining the web design process
Collaborating closely with the Senior Growth Engineer, we integrated website components into Netlify CMS, enabling the Marketing team to independently build and publish pages.
This not only streamlined the process but also facilitated the creation of landing page mockups more efficiently, eliminating the need to start from scratch each time. The result was enhanced consistency throughout the website, providing a more efficient and cohesive experience for both the team and end-users.
Landing page templates using built-in website components
Results
Improving processes and increasing efficiency
The implementation of the Design System brought about a significantly more efficient design process, resulting in a 50% reduction in turnaround time from asset creation to implementation.
The Content team experienced substantial improvement, allowing for quicker publication of blog articles, email newsletters, and social media campaigns while maintaining brand consistency, particularly crucial for time-sensitive content. Meanwhile, the Growth Marketing team gained autonomy and confidence in ensuring on-brand consistency for landing pages, utilising an accessible library of components and graphics across various campaigns.
These combined initiatives played a pivotal role in boosting traffic and acquisition rates, closely aligning with and contributing to the achievement of overarching business objectives. However, it's important to note that the journey doesn't end here. Design systems are an ongoing project requiring constant improvements as new components are introduced.
