#Telco
#Design System
#Design direction
ROLE: Designer / Design Lead
Because Boring is Not a Style
PPF Group acquired Telenor operations in Hungary, Bulgaria, Serbia, and Montenegro in 2018. Fast forward to 2022: it was time for rebranding, and in came the new brand with panache, Yettel. The gig was elevating Yettel's digital platforms with a scalable design system, smoothly and engagingly for the customers, while setting up a solid blueprint for growth in the future.
When we started designing the Yettel UI style, one thing was clear: it should feel fresh but not be a victim of trends, something that would be here for years to come and not go out of fashion.
Our job was very much interwoven with the current product design project of creating a new shopping experience and the master plan for a new self-care mobile app on top of the new design system. That required an extremely close collaboration with various country sales and marketing teams in order to align.
Progressively, beginning with the newly designed new brand, we shaped the visual toolkit, considering all existing digital channels of Yettel-whether for internal use, B2B, or B2C. And yes, we did all this without going mad or losing our sense of humour.
Templates
Components
Core
Turning Vivid into Virtuoso
Creating the design system, we were given a vibrant set of brand materials from a brand agency with bold colours, distinctive typography, and a mix of photographic and drawn imagery. Our charge was to sprinkle in the missing spice in the development of colour systems, typography systems, and all the necessary components from atoms through to actual page templates, figuring out how to rock this bold brand in the digital space. We made sure the colourful personality of the brand appeared, adding fun and flair to tie it all together in a coherent and striking digital experience.
Adapting designs to cater to differing market and technical landscapes across multiple countries we created a flexible design system allowing for localised implementations while maintaining brand cohesion. We went way beyond colours and buttons and created a comprehensive system that supports all digital fronts whether it is customer facing or an internal service on the web or it is an app.
Spacial system
Spatial consistency isn't just about making things look pretty. Sure, that is a nice perk; it has a lot to do with usability and user satisfaction. Predictability and comfort in the experience were very important for users and stakeholders alike, so we standardized margins, paddings, text sizes, corners, and elevations. Think of it like your comfy pair of slippers when you slip into them after a long day-everything just fits.
Component system
The component system is a foundation of any design system, composed of simple atoms, molecules, organisms, and templates. They are carefully designed to be flexible yet consistent, such that they could be easily adapted to various contexts while maintaining unity in look and feel and even supported modes and theming. Well-designed and well-documented systems make teams more productive and further encourage consistency across all digital platforms.
Page Templates
These templates gave a scaffold for a broad range of different content and interaction types, including the homepage template, product page templates, and customer service interaction portals. Each of the templates was wireframed with usability and engagement in mind.
Helping Later Design Tasks
Creating the design system wasn't just a one-off effort; it was an investment in the future. So we documented every piece of information that was important. Designers and developers, when working with a robust system in place, know exactly where each tool is stored in your toolbox. You'll waste less time, have to spend less time guessing, and every new design task starts on solid ground.
Conclusion
Thus, this brings us to the next important task at hand: nurturing and giving shape to the corporate design system for this big telco company. It was quite a complex but rewarding challenge to develop. This resulted in seamless, cohesive user experiences across different digital platforms and countries. This design system brought order and beauty to digital chaos and also served as a path towards more efficient and enjoyable design efforts in the future.
And we didn’t just created a new design system, we created Yettel’s superb new sales flow and self care app as well.
Thanks!
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