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ATOMIC DESIGN 
a problem of expectations 
@zetareticoli
Francesco 
Improta
any designers 
in the room?
“ 
Can you send me 
a preview of the site?
once upon a time 
the PSD era
we designed 
pages
pixel-perfect 
pages
standard web designer’s 
workflow
“ 
Can you send me 
a preview of the site?
PSD 
FULL-COMP 
MOCKUP 
DESIGNER
“ want a banner here”
“want a banner here” 
“this up…”
“want a banner here” 
“…and this 
down” 
“this up…”
“want a banner here” 
“…and this 
down” 
“this up…” 
“hmm, there’s too 
white…”
It’s a 
pathetic process
• focused on details
• focused on details 
• you ‘re doing a presentation of your 
mockups
• focused on details 
• you ‘re doing a presentation of your 
mockups 
• static mockups, no interactions
• focused on details 
• you ‘re doing a presentation of your 
mockups 
• static mockups, no interactions 
• time consuming
pixel perfect design
“ 
A responsive design process 
is like a scandal. 
–Dan Mall
http://opensignal.com/reports/fragmentation-2013/
we have to rethink 
our design process
welcome to 
the Post PSD Era
1 set the 
right expectations
expectations 
• client 
• team 
• personal
collaboration 
& conversation 
not presentation 2
“ 
But we can't sell web sites 
like paintings 
–Brad Frost
design systems 
not pages3
what’s a 
design system?
PAUL RAND 
1914-1996
a design system 
is a language
• typography 
• colors 
• grid & layout 
• shapes
HTTP://DAVERUPERT.COM/2013/04/RESPONSIVE-DELIVERABLES/
how should I 
design a system?
style ti1les
“ 
Style Tiles are a design 
deliverable consisting of fonts, 
colors and interface elements 
that communicate the essence of 
a visual brand for the web. 
–Samantha Warren
“ 
Your client should not be 
expecting you to present a full 
design comp. 
–Samantha Warren
good 
• speedy visual development 
of ideas
good 
• speedy visual development 
of ideas 
• feedback ready
good 
• speedy visual development 
of ideas 
• feedback ready 
• ideal for responsive workflow
not good 
• vague
not good 
• vague 
• don’t match expectations
not good 
• vague 
• don’t match expectations 
• lack global vision
style gu2ides
good 
• structured workflow
good 
• structured workflow 
• shared vocabulary
good 
• structured workflow 
• shared vocabulary 
• useful reference
not good 
• time consuming
not good 
• time consuming 
• created after project launch
not good 
• time consuming 
• created after project launch 
• auxiliary project
not good 
• time consuming 
• created after project launch 
• auxiliary project 
• internal tool
design in the browser 
with frameworks 3
good 
• build a prototype
good 
• build a prototype 
• easy to test
good 
• build a prototype 
• easy to test 
• faster development
not good 
• unneeded stuff
not good 
• unneeded stuff 
• hard to customize
not good 
• unneeded stuff 
• hard to customize 
• using someone else 
structure, naming, style
?
BRAD FROST 
— 
ATOMIC DESIGN ELEMENTS 
http://bradfrostweb.com/blog/post/atomic-web-design/
atoms
building blocks 
abstract 
global styles 
atoms
colors
typography
images
Label text 
Placeholder text 
BUTTON TEXT 
Option 1 
Option 2 
Option 3 
form
molecules
group of atoms 
concrete 
do one thing well 
molecules
Search the site 
Type a text… Search
PROGRAMMA REGISTRAZIONE SPONSOR CONTATTI BLOG
organisms
distinct section 
group of molecules 
ready for visual 
exploration 
standalone, portable 
elements 
organisms
templates
context 
HTML 
increase fidelity 
production code 
templates
pages
specific instance of a 
template 
highest fidelity 
system 
effectiveness 
make client happy 
pages
CONCRETE 
ABSTRACT 
pages 
templates 
organisms 
molecules 
atoms
CONCRETE 
ABSTRACT 
pages 
templates 
organisms 
molecules 
atoms
i loved this
i loved this. do it.
sketch the 
site-wide 
templates 1
set molecules & organisms 
directly in your browser
establish 
the visual direction 2
design tool & deliverables 
• 20 second gut test
design tool & deliverables 
• 20 second gut test 
• visual inventory
design tool & deliverables 
• 20 second gut test 
• visual inventory 
• element collages
style 
tiles 
element 
collage
design atmosphere
iterative 
improvement
add context
WEBSITE.COM 
WEBSITE.COM 
WEBASRICTHEIV.CE OM
first do it, 
then do it right, 
then do it better.
craft pages 
when needed
get design 
in your 3 browser
TEST, TEST, TEST
it worked!
slowly 
built fidelity
dramatically reduced 
page design iterations
worked in parallel
client 
loved this method
• be involved in design process 
• recognized work’s value 
• received stuff every week
what future?
nobody 
is an expert
experiment
build your own 
design process
share
thank you 
Francesco Improta 
@zetareticoli 
designabile.com

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