iShares® Design System
Year
July 2021 - January 2022
Type
Design System
Role
Product Designer, DesignOps
iShares® is the world's largest ETF provider, serving 120 million investors globally. Following a major rebrand in 2018, they needed a comprehensive design system to translate their new visual identity into scalable digital experiences across multiple markets.
I joined the iShares® Design Systems Team at ustwo to help develop a toolkit of reusable components, documentation and guidelines that became the single source of truth across the organisation.
The approach
With over 200 internal users spanning different roles and global markets, we treated the design system as a product that would evolve continuously.
We developed three core elements: a design kit in Figma with reusable UI components and styles; a documentation site with usage guidelines and onboarding materials; and a front-end component library for testing live components independently of the CMS.
Storybook front-end component library
Motion Principles
I was tasked with developing motion principles that extended the static brand identity into dynamic digital experiences. I created guidelines for how motion should be applied across the iShares® ecosystem, using Origami to create the initial motion prototypes.
Some examples of UI effects that transform static elements into animated, engaging components.
Fade in
Grow
Expand across
Slide in from bottom
Expand up
Fill
Design Kit Migration
Drawing on my DesignOps expertise, I worked with the team to lay the groundwork for the migration of the Design System from Sketch to Figma.
The new Figma-based design kit exponentially improved the workflows of iShares® internal teams and significantly enhanced cross-team collaboration.
Impact
50% speed efficiency improvement with the new Figma design kit
15% increase in website accessibility rating
4/5 InVision Design Maturity Score for iShares®
Evolution
In January 2022 I left the project to explore an exciting new chapter, touring with Richie Hawtin alongside part-time design work. I returned in October 2024 to continue work on the evolution from a single-brand system to a multi-brand system, supporting both the iShares and BlackRock brands, alongside the transition to a new CMS platform.
Credits
Studio - ustwo
Product Designer - Joëlle Snaith
Product Designer - Phil Mason
Lead Designer - Amelia Marriott