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Unifying Entain with a common language and a single source of truth.

Context

A leading global sports betting group needed to transform their fragmented design system that was causing bottlenecks across 30+ international teams. Their existing UI component management tool was creating inefficiencies between design and development teams, hindering creativity and scalability.

Design System Platform shown on an Macbook, with the latest activity feed as users see it

Role & objectives

As Design and Research Lead, I needed to:

Unify global design teams under a single source of truth
Create scalable design system supporting multiple brands
Establish clear governance and ownership structure
Bridge communication gaps between design and engineering
Implement efficient workflows for component management

Design System Platform shown on an Macbook, with the component documentation as users see it

Approach

Led comprehensive design system transformation:

Conducted extensive research across global teams to identify friction points and collaboration barriers
Audited organisational structure to map process inefficiencies and system bottlenecks
Analysed component "hacking" patterns to understand system limitations
Developed cloud-based solution with standardised naming conventions
Created new workflows for seamless design-development handoff
Implemented documentation standards supporting design decisions

Outcome / impact

Delivered a scalable design system that transformed team efficiency:

Established cloud-based platform enabling real-time collaboration
Created standardised component database with clear naming conventions
Implemented 5 new workflows improving design-development handoff
Developed a prototype demonstrating automated brand theming and component publishing
Achieved measurable improvements in:

Product delivery speed
Design system contribution rates
Cross-team collaboration
Asset ownership clarity
Design and research culture