Explore.Document.
Elevate.
- Design Management
- Design Leadership
- UI/UX Design
- Documentation
- Design strategy
- Branding
- 4 UI/UX designers
- 5 product managers
- 4 product owners
- 7 developers
- 3 marketing designers
- 1 technical writer
for multi-product
cloud-based
eye-tracking solution
Project Overview
When the future unfolds, how does your ecosystem transform and evolve?
In the fast-paced world of eye-tracking technology, staying ahead is essential, especially within a diverse product ecosystem like Tobii’s. While our original Design System served well, rapid product expansion revealed its limitations. The challenge was clear: we needed a System that could evolve with us — acting as a centralized source of truth yet flexible enough to meet the unique needs of each product. The new Design System would ensure consistency for engineering and design teams, streamline processes, and deliver a cohesive user experience across our cloud-based, multi-product solution.
Business Objectives
Consistency
development velocity
Collaboration
onboarding
Accessibility
Innovation
perception
Scalability
design
Lunar 2.0
My Role
To tackle this challenge, as the UX Design Manager and Team Lead, I spearheaded the initiative to redesign our existing Design System, creating a cohesive ecosystem for Tobii's expanding product family. I led the research, strategy, and design efforts, collaborating with developers, stakeholders, and multiple product teams to define our roadmap and execute design initiatives that aligned with broader company goals. To foster innovation and collaboration, I organized ideation workshops and design showcases, unifying teams and driving creative solutions. I also took on the responsibility of writing comprehensive documentation making the Design System easy to understand, contribute to, and use across the organization. Beyond managing the scope and delivery of our design assets, I collaborated with the marketing department to develop new branding and key visuals for upcoming product range. Throughout, I championed the Design System as a crucial tool for transforming our organization's design culture.
Who will use our Design System
Our Design System primarily serves product designers and developers who directly create Tobii products. It also benefits marketing designers, product owners, and researchers who create prototypes in Figma. To achieve our goals, we conducted individual user interviews, identifying strengths in our current process, understanding the pain points that have come up, and gathering ideas to enhance collaboration.
Challenges and insights
Lack of documentation leading to a high learning curve for new designers and developers
It’s disjointed, inconsistent, and partially outdated
I don’t know how to contribute or make suggestions
Products redesign + new System: resources stretched thin
Technical Debt: old design solutions are slowing down new ideas
The design review stage is not prioritised and unstructured
Design components are too restrictive and inflexible
Stakeholders focus: launch first, Design System later
Inconsistence in design and branding between acquired products and Tobii’s own offerings
Design Inventory
Turning outdated chaos into unified design clarity through collaborative Inventory
To better understand the current state of the design ecosystem, I organized Design Inventory and categorization all existing design assets. Since different product teams were using their own standards and methods, things were pretty disjointed. Working closely with the development teams, we audited all the project repositories to collect every design component. This process uncovered a lot of inconsistencies, highlighting the need for a more organized way to document, share, and maintain our Design System:
- Inconsistent Visual Language: most of products had non-standardized colors, text styles, and icons, leading to a fragmented user experience
- Outdated Components: our current Design System was built mostly on Material 2, which became outdated with the upcoming launch of Material 3
- Limited Scalability: 40% of components lacked the flexibility to adapt to new products and features, affecting diverse product needs
- Poor Documentation and Guidelines: 60% of documentation was insufficient and placed in multiple platforms, resulting in a steep learning curve and slowed onboarding
- Brand Inconsistencies: 5 products showed discrepancies in branding, weakening overall brand recognition due to belonging to different Tobii segments and strategies
Design and Implementation
From components to documentation: crafting a seamless design story
For me, design deliveries go beyond just checking off tasks — they're about creating something meaningful and lasting. Each component, branding choice, and documentation piece builds a seamless integration. My goal is to craft every detail carefully, creating a foundation that elevates the brand now and in the future.
Branding
Components
Documentation
I led the development of comprehensive documentation for our new Design System using Zeroheight, ensuring it was easily accessible and effective for all users. We chose this platform for its seamless integration with design and developer tools, serving as a central, interactive hub for all our teams.
The documentation covers everything from components and design tokens to brand guidelines, tone of voice, and contribution practices, ensuring consistency and smooth collaboration across all teams.
Impact and Results
Standardize. Streamline. Empower.
The launch of Lunar 2.0 in October 2023 significantly enhanced user experiences and streamlined workflows across Tobii’s design, engineering, and marketing teams. One of my key responsibilities was ensuring the entire company understood the importance of a unified Design System for our eye-tracking products. Through training sessions, regular updates, and a focus on fostering design culture, we built strong alignment and shared understanding. While it required substantial resources, this long-term investment has strengthened our brand identity and boosted customer satisfaction.
Components
We've built an extensive library with more than 700 components, giving us a solid foundation for consistent and scalable product design across the board
+700Coverage
We boosted the Design System's coverage for our predictive insights products from 40% to 80%, making user experiences more reliable and consistent
+80%Adoption Rate
The use of Design System components across our products jumped from 30% to 78%, showing widespread adoption and trust
+78%Development Speed
Designing and developing new features now takes 37% less time, letting our teams focus on more strategic and high-impact work
+37%Team Collaboration
Our shared tools and guidelines have led to a 25% rise in collaboration between design and development teams in just 6 months
+25%Design Consistency
Design consistency across different products has improved by 55% during 6 months, as the Design System elements are now applied universally across all design files.
+55%Next Steps
Understanding that our Design System is a continuously breathing ecosystem,
we are currently facing new challenges and have settled future plans and
priorities to keep advancing its development.
- Design System Expansion
- Adoption
- Parity between design & code
- Overcoming technical debt
- Internal Education
- Governance
- Staffing
- Contribution
- Leadership buy-in
- Changes transparency
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