Design leaders should take a business-centric approach to managing their design systems that can drive innovation and sustainable growth, says Alex Wilson, a senior engineering manager at T. Rowe Price.

"Think about the design system as a product and the team as an internal business entity," Alex said. "It's a mindset shift that helps you sustain your design system for the long term."

Recorded live at the UXDX conference in New York City, Alex chats with UserTesting’s Nathan Isaacs about this promising approach to managing design systems.

T. Rowe Price is a global financial institution that offers investment management and retirement planning services to help clients invest with confidence. Alex said the company's design system organization has evolved into multiple teams driven by this business-centric mindset. 

The scope of a design system extends beyond typical project boundaries, Alex said, often posing challenges in determining strategic focal points. 

Treating design systems like a business, Alex said, includes structuring the design team with functions akin to marketing, sales, and customer service.

To facilitate the shift, Wilson suggests starting with a clear mapping of roles and objectives. "First, map out some roles... then you map out your objectives under standard business functions... and then take a look at business tools that are available to help those business functions thrive," he explains.

"Think about the design system as a product and the team as an internal business entity," T. Rowe Price’s Alex Wilson said. "It's a mindset shift that helps you sustain your design system for the long term."

Addressing potential resistance, Wilson emphasizes that this strategy focuses primarily on the design system core team, allowing them to drive change internally. "This is something that's more focused on the design system core team itself," he asserts, adding that engaging with design system leaders is crucial for rethinking problem spaces and prioritizing customer-focused solutions. "Focus on the customer, your internal users, to identify and address workflow opportunities," he said.

For those eager to learn more, Wilson encourages connecting with him on LinkedIn. "Reach out, connect with me, and we can start a conversation," he invites.

Alex’s insights provide a fresh perspective on design system management, offering a blueprint for organizations to achieve sustained growth and value. As digital landscapes continue to evolve, adopting a business-centric approach to design systems could be the key to staying ahead.

Episode links

• Alex Wilson on LinkedIn
• T. Rowe Price website
• T. Rowe Price customer story with UserTesting (with video)
• UXDX conference website
• Nathan Isaacs on LinkedIn