Central Design System
Today, the ecosystem already reflects a level of maturity, with multi-brand products operating on a shared platform and leveraging semantic tokens, alongside common features delivered across E&E brands by the Core Product team. Additional services and customizable templates further enable brand-specific experiences within a shared system. The vision for the Central Design System (CDS) is to unify these efforts into a cohesive structure—one that is scalable and consistent, yet flexible enough to support diverse brand requirements without compromising efficiency or design integrity.
This project builds on several months of exploration and iteration, where valuable learnings were gathered from testing different approaches to tokenization across both semantic and component levels. Through this process, the team has developed a clearer understanding of future brand needs, as well as the underlying E2P technology platform architecture. At the same time, stronger alignment and engagement between Design and Engineering stakeholders have created a solid foundation to support the evolution of a centralized design system.
Context
The current state of the design system presents several challenges that impact both efficiency and scalability across E&E brands. Out-of-the-box capabilities are limited, requiring individual brands to invest additional design and development time to create necessary customizations.
Existing brand-specific patterns—such as more complex tiered experiences—introduce further complexity, often requiring either simplification or additional effort to adapt within a shared system. At the same time, designers are expected to have a broad understanding of multiple brands in order to effectively apply the system, creating a high cognitive load and increasing the risk of inconsistency.
On the implementation side, there is an ongoing need to identify a streamlined, unified approach that can support development workflows across all E&E front-end environments, without introducing fragmentation or inefficiencies.
Goal
- Establish CDS as the single source of truth to ensure consistent, high-quality design across all E&E brands
- Enable designers to work more efficiently by providing clear guidelines, reusable assets, and confidence in both using and contributing to the system
- Support scalability by making it intuitive to design, add, and release cross-brand products
- Define a systematic token architecture that clearly maps across all brands, ensuring alignment between design and engineering
- Enable scalable implementation by supporting efficient multi-brand development, deployment, and operations
- Reduce friction between design and engineering through seamless handoff processes while maintaining design integrity and a unified source of truth
Impact
In development
Strategy Snapshots
