Language is a system of words or signs that people use to express thoughts and feelings to each other. Design is a communication medium and a design language essentially conveys the philosophy that you follow and defines what you give importance to. A design language is created to create a consistency of experience across multiple products for a particular domain, products or brand. In today’s world of digital design, design language plays a huge role for building consistent great product experiences across industries. In this talk you will learn about design, systems, design language, design philosophy along with some good insightful examples. Informatica, a world leader in data management software is in the phase of huge industry + business transformation and recently designed a new design language called Archipelago and you will learn about how we are trying to create impact across organization, users, customers and overall business.

1. UX’er: Ranjeet Tayi
Principal & Lead Product Designer
Informatica, California.
Co-Chair – UX INDIA
Impact of
Design Language
@ranzeeth

3. ”Design is so simple.
That’s why it is so complicated”
@Paul Rand

4. Simple
Complex Complicated
Complex’ is the opposite of ‘simple’
Complicated’ is more like the opposite of ‘easy’.

5. The world we live in is not simple

6. Design Language is
everywhere

7. Design clues for a
design language
A
brand
is
made
recognizable
by
set
of
design
cue’s.

9. 1972 2010+
New
Electric
Cars

10. Coca-Cola Unifies Its Brand Worldwide
With New Design Language

11. Tata’s
New
Design
language

12. FAMOUS
DESIGNERS
Drives
DESIGN
LANGUGAGE
Builds
BRAND
BRAND
Drives
DESIGN
LANGUGAGE
Now…
Builds
Then….

13. Surface
Material
Color
Function
Brand
Consumer
Starts with elements of form for
Industrial Design

14. Design
Business
Brand
Design
Language

15. Touch
&

16. Once physical products
are now digital

17. Visual
Interaction
Structure
Brand
Consumer
Surface
For digital products form is
more than surface pixels

18. Apps
Everywhere!
Which
one
do
you
use
it?
>
5
Million

19. Technology increasingly an essential
part of our lives.

20. Material
Design

24. The
new
Design
Language
of
Informatica

26. Principles
+
Requirements
+
Vision
= Direction
Why
do
we
need
a
vision?
A
vision
of
how
we
design
products
provides
the
UX
team
with
a
shared
goal.
It
helps
the
UX
team
communicate
and
align
the
expectations
of
the
design
of
the
products
with
the
rest
of
the
company.
A
vision
also
takes
the
guess
work
out
of
where
to
begin,
so
that
design
can
focus
on
creativity
and
innovation.
When
you
combine
the
Vision
of
with
our
UX
Design
Principles
and
the
requirements
of
the
product,
then
you
have
clear
direction.

27. • Usefulness
• Augment
Human
Intelligence
and
Capabilities
• Design
for
Infinity
• Readability
• Information
On
Demand
• Teach
through
Play
Design
Principles

29. You
cannot
design
experience
without
considering
real
world
context.

30. Make
it
Fuc*ing
beautiful
+
usable
+
meaningful
so
that
every
one
wants
it.
@ranzeeth
Thanks a ton!
Ranjeet Tayi
ranzeeth@gmail.com