Yuseung Kim

Senior UX Designer, Google

Building a Design System for measurement products: Creating cohesive experience in complex ecosystem

18 mins
Design Systems, Research, Methods, and Processes

Mid-level Designers

About The Speaker

Yuseung Kim is a senior user experience designer, currently working on next-generation Google Analytics at Google. Prior to Google, he worked at a diverse scale of companies including Salesforce, Yahoo!, Prologue Films, Interbrand.

His work covers a wide range of design practices from UX design, graphic design, branding to motion graphics. Yuseung has filed multiple US patents and received numerous awards including Red Dot, iF, Webby, and American Web Design Awards. He holds a Master of Fine Arts in Media Design from the Art Center College of Design, CA and a BFA in Visual Communication Design from Seoul National University.

Building a Design System for measurement products: Creating cohesive experience in complex ecosystem

Google’s digital Ads platform is one the biggest in the world. There are well-known products like Google Ads, Google Analytics, Display & Video 360, Search Console to products we haven’t heard of. Even if these products are all part of the Google Ads ecosystem they behaved differently. This was confusing and frustrating for customers and inefficient for product development.

The challenge was to create a flexible, scalable, and customizable design system to standardize integration behaviors for diverse Ads products to increase engagement with a consistent and cohesive experience while shortening the development cycle for the product team.I will share my journey – how I’ve collaborated with cross-functional and cross-product teams to create a design system working for a diverse set of products and successfully built it. Also, most importantly, how I applied and launched it.

Key Takeaways


Challenges and opportunities when creating Design System.


Building strong partnerships across product functions.


Design System principles for complex products.

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