Role
As a Senior Product Designer of Microsoft’s Marketing Design System,
I led the team in creating tools and guidelines to facilitate the development of design system foundations, components, and patterns.
I collaborated closely with brand, motion, accessibility, copywriting, and engineering teams to ensure consistency, scalability, and adherence to Microsoft's new brand standards.
The new palette offers users definition, flexibility, fluidity, and freedom
Background
Since 2011, Microsoft.com was oprerating with 10+ disparate design systems in a single platform, causing:
Inconsistent user experience and weak brand identity
Outdated designs, failing modern user experiences
Inefficient cross-organizational collaboration
This led to a 72.5% bounce rate (40% higher than competitors) and 30% lower user engagement, impacting both user satisfaction and business performance.
I partnered with a design lead, program manager, brand designer, motion designer, template designer, and four products designers. We worked closely with an engineering team, a UX writer, and accessibility experts.
Our broader collaboration involved partnering with organizations across marketing, ecommerce, and cloud teams to drive adoption and alignment.
The new brand language colors captured the essence of Human, Vibrant, and Dimensional
Results
We delivered a unified design system that improved page consistency, brand cohesion, and overall quality across Microsoft’s marketing websites. We accomplished this by delivering:
Scalable standards
Tokenized brand architecture
Reusable patterns adopted by designers and engineers across multiple orgs.
We reduced redundant components by 40%, improving system maintainability and user adoption.
We strengthened partnerships between design, engineering, and brand teams through clear documentation and co-creation processes.
Challenge
Moray was no longer aligned with Microsoft’s new brand personality and principles. Components had been added without proper vetting, leading to redundancies and a fragmented architecture. Partnering teams were using different systems or creating their own extensions of the system, causing inconsistencies and inefficiencies across Microsoft’s web experiences.
