Flexible dynamic design system

Flexible, dynamic design system

Creating a flexible design system for Dynamic content optimization (DCO) with limitations of the technology and content's unpredictability.

Creative goals have creative flexibility and a seamless design not look computer-generated

Production goal: having one template that can cover many needs to avoid extra costs.

Reducing designer time with standards briefing.

A fresh design can cost the company $3000-$8000 for set up.

My Role

Creative & Media Strategy
Temple design
Design & Process Management
Creative Production

Building a framework

It’s not just about building a flexible design framework. It also set up project briefing standards that ensure we are all on the same page for every project.

Marketing teams are responsible for completing content briefs that give the creative team's directions and creative matrix for product targeting.

Project checklist

Step 1

Understanding media and marketing needs.
Looking at the different kinds of campaigns messaging.
Look for the comment elements needs
Talk to the vendor to understand technology laminations and best practices.
Will there be a creative matrix or a feed from user data based on targeting?
Step 2

Start mapping design framework based on the common elements.
Elements will appear depending on campaign type
Elements
Brand name
Price
Sale price if appropriate
discount code
Interaction states
Logo
Hero assets
Tagline or lockup
Step 3

Internal check in with all partners and vendors to assure alignment.
After approval, the template is set. It will be re-evaluated after 3 months if there are internal requirements that need to be updated but also if budget permitting.