Unifying global design teams with a common language and a single source of truth
Entain PLC
2022
Entain operates over 30 brands, including Ladbrokes and BWIN, across multiple global markets. With multiple markets comes multiple design teams, and that's where the problem came in.
Entain's global design teams lacked consistency and efficiency; what was being built in one market wasn't necessarily being carried over to another, so the experiences were inconsistent and difficult for a global operator to manage.
Absurd designed a new Design System to create a single source of truth for Entain globally. Primarily this enabled the teams to deliver a fresh UI to each brand without breaking any product architectures.
As part of the overall Service Design Absurd were able to improve Entain's processes by integrating the design system with a number of their existing tools, such as Figma and Jira - essentially creating a unified workflow for creating new assets to be used globally.
Looking a layer deeper, Absurd were also tasked with establishing roles, responsibilities and the layer of governance responsible for maintaining the platform and driving future iterations of the platform.
Absurd embarked on a Discovery phase to understand the flaws in Entain's existing design system; it was a product that existed but rarely used. With the insights gained, we were able to map the current state of the Design System as a service and identify the opportunities for improvement.
Absurd understood the challenges faced by Entain's 30+ global teams of designers, engineers and brand teams. We designed an updated UI for each brand without breaking the product architecture. This created a single source of truth for the company that could be operated by all of Entain's teams; from requesting a new component to integrating it within the product itself.
Absurd delivered a collaborative, cloud-based design system that enables users to work in the open, apply changes with ease and maintain a growing system. The design components were aligned with code for a frictionless handoff between designers and developers and had consistent naming conventions designed for scaling and a detailed database for components.
Entain's teams are now able to implement and operate consistent UIs across their global roster of brands. This has led to much more effective UX and experience design as learnings can be shared between brands.
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