Projects
Sytner
Design System
As part of my role at Sytner Group, I led the creation of a multi-brand design system that unified the Sytner and CarShops websites. This initiative was driven by the need to bring CarShops’ outdated digital presence in line with Sytner’s new technology stack, enhancing the user experience across both brands. My primary tool for this was Figma, which played a critical role in establishing a comprehensive, scalable system.
The Challenge
The challenge was to bridge the gap between two distinct brands under the same corporate umbrella, each with its own visual identity and technology infrastructure. Sytner had recently adopted modern web practices, while CarShops was working with an outdated platform, leading to inconsistencies in user experience and performance.
The Approach
- Cross-Team Collaboration: I collaborated with product managers, developers, and brand stakeholders to ensure the design system aligned with both business goals and technical requirements. This included regular workshops to gather input and establish unified design principles.
- Figma as the Central Tool: Using Figma, I developed a robust, multi-brand design system that included shared components, color palettes, typography, and UI patterns. The flexibility of Figma allowed me to create dynamic, responsive components that could adapt to both brands' needs while ensuring consistency in design.
- Design Consistency and Scalability: I created reusable components that ensured consistency across both websites while allowing for brand-specific customizations. Each element was documented within Figma to allow easy updates and adoption by other designers and developers.
- Research and Analytics-Backed Decisions: Tools like FullStory and StoryBlok were used to gather user insights and validate design decisions. This data-driven approach ensured that the system was not only visually cohesive but also optimized for performance and user engagement.
Results
The multi-brand design system led to a seamless and unified user experience across Sytner and CarShops. It streamlined development efforts, reducing time spent on building and maintaining separate systems. The consistency in design also improved brand recognition, user trust, and overall engagement on both websites.
This project highlighted my ability to work across teams, leverage Figma for design systems, and create scalable solutions that address both business and user needs.
In Ahmed's time with Sytner, he consistently displayed a diligent, thoughtful approach to product design deeply rooted in the customer's wants and needs.