The Approach

 
Diagram showing where the brand was, and aspired to be across brand personality traits.

Aligning on a Direction

Updating our design system provided us with an opportunity to further our brand expression while achieving our engineering and accessibility goals. Partnering with Product Marketing, Customer Success SMEs, and the Design Lead, we aligned on where our brand was today, how it compared to other brands in the sector, and how we wanted to differentiate ourselves in the Tech for Good sector.

The outcome of this session enabled our Design team to develop North Star principles to align all design decisions, in addition to WCAG 2.1 requirements.

 

Leveraging the Curb Cut Effect

The curb-cut effect is a theory that by investing in the needs of the group with the highest challenges, the benefits cascade to to all. By developing our system with accessibility at the forefront, we can create a better user experience for all of our users. We set a requirement for ourselves to have 75% of components achieve an AA WCAG 2.1 standard, and 3 high-value actions (HVAs) achieve AA compliance by the end of the quarter. These metrics worked in conjunction with our design team goals of achieving a CSAT Score of 75% to help drive our engagement goals of nonprofit users completing 2 HVAs month over month.