We have gathered current UX and UI trends to bring new perspectives and inspiration to help you create digital experiences that engage and entertain. 

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Outlook: UX & UI Trends 2023 

# Animated Scroll 
This interactive feature has been popping up lately, used among websites in different industries to engage and create a dynamic flow for the users. An animated scroll activates the user and evokes curiosity and engagement as the user browses the site. It’s an effective and creative way to grab attention, keep the user engaged, and guide them to complete a specific task. See the live [example](https://www.ju.st/learn).
 
![dfgsdfgf_1](/uploads/dfgsdfgf_1_915a5806f0.qt)
# Micro Interactions 
The goal of micro-interaction is to delight the user and create moments throughout the user experiences that are surprising, entertaining, and sometimes unexpected. Micro-interactions guide users through what you want them to accomplish and help them complete a task. See the live [example](https://alef-estate.com/en/).
 
![micro](/uploads/micro_42bb1e8ee0.gif)
# Conversational 
When it comes to enhancing digital customer experiences, personalization plays a significant role. More and more brands are adding a human touch to their digital touchpoints by making the UX more warm and welcoming to boost interactions and customer satisfaction. 
 
![Skärmavbild 2023-02-15 kl. 15.46.44](/uploads/Skaermavbild_2023_02_15_kl_15_46_44_c834c44e56.png)
# Data Storytelling 
Data storytelling is about making data more user-centric and turning complex ideas into easy understand format that your audience can understand and relate to. Using data to tell a story provides an opportunity to be an educational storyteller and communicate and build trust differently. See the live [example](https://ridecake.com/en-SE/p/aik-work).
 
![cake_short_large](/uploads/cake_short_large_9011b1fa93.gif)
# Sustainable Web 
There are ways we can impact the environment in how we design and code. Optimizing images to reduce file size and improve site navigation to make it easy to find information will impact how much time users spend on your site and use electricity. Offering dark mode options can also be a clever way to reduce energy consumption online. For more resources on the sustainable web, find out more [here](https://the-sustainable.dev/).

Keeping track of trends is not just about getting fresh perspectives; it’s about exploring new ways of working and designing digital experiences that engage and entertain.  
In this article we are sharing current UX and UI trends that follow best practices, introduce new directions and meet customer expectations.

Outlook: UX & UI Trends 2023

Research shows that consistency within typeface and font usage make an impact when creating an engaging digital brand experience.    


Typo2

Brand consistency and the impact of Vattenfall Hall

Research shows that consistency within typeface and font usage make an impact when creating an engaging digital brand experience. 

Brand consistency

In this article you can see a list of the latest DDS updates - assets, guidelines and code!

Woman writing on paper, located on table with pen

02_72 DPI-Vattenfall_Poland_Office_women_workshops

What's new

### Design
**Published at 10/3 -23.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/components/icons/icons-intro' target='_blank'>Updated downloadable icon folder</a>
 
**Published at 7/2 -23.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/overview' target='_blank'>Overview updated with new assets</a>
 
**Published at 17/1 -23.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/onboarding' target='_blank'>New onboarding section</a>
 
<a class='vf-link--with-arrow' href='https://www.figma.com/file/StZqbeCMLRadS4SGBwU3fD/VF-%2F-THE-EDIT?node-id=27%3A7599' target='_blank'>New campaign assets/The Edit in Figma</a>
 
**Published at 9/9 -22.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/articles/brand-consistency-and-the-impact-of-vattenfall-hall' target='_blank'>New article page layout</a>
 

<SPLITTER>

<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/articles' target='_blank'>New article feed layout</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com' target='_blank'>New start page layout</a>
 
**Published at 28/8 -22.**
 
<a class='vf-link--with-arrow' href='https://www.figma.com/file/sqasnyoR4LEnb5vmUSoINx/VF-%2F-Conversion?node-id=0%3A1' target='_blank'>New conversion assets in Figma</a>
 
**Published at 4/4 -22.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/search?q=' target='_blank'>The search bar now contains more keywords</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/overview' target='_blank'>The overview of our assets is now more comprehensible and easy to use</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/get-started' target='_blank'>New onboarding video to install the Figma UI-kit</a>
 
<a class='vf-link--with-arrow' href='https://www.figma.com/file/vE0mDJSi4Xd2HowWrhuicW/Vattenfall-Design-Library?node-id=0%3A1' target='_blank'>Vattenfall Design Kit on Figma!</a>
 
<a class='vf-link--with-arrow' href='/developers/components/modules/expo-carousel' target='_blank'>New carousel component, with parallax effects, and multiple options!</a>
 
<a class='vf-link--with-arrow' href='/developers/components/dialogues/gdpr-consent' target='_blank'>Updated GDPR Consent with a reference</a>
 
 
 

</SPLITTER>

### Development
**Published at 1/2 -23.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/components/selection/slider' target='_blank'>Slider component</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/components/selection/value' target='_blank'>Value component</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/components/modules/people' target='_blank'>Testimonials component</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/components/modules/numbers' target='_blank'>Numbers component</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/designers/components/modules/investors' target='_blank'>Investors component</a>
 
**Published at 4/4 -22.**
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/search?q=' target='_blank'>The search bar now contains more keywords</a>
 
<a class='vf-link--with-arrow' href='https://digitaldesign.vattenfall.com/overview' target='_blank'>The overview of our assets is now more comprehensible and easy to use</a>
 
<a class='vf-link--with-arrow' href='/developers/components/modules/expo-carousel' target='_blank'>New carousel component, with parallax effects, and multiple options!</a>
 
<a class='vf-link--with-arrow' href='/developers/components/dialogues/gdpr-consent' target='_blank'>Updated GDPR Consent with a reference</a>

This article space is used to update you on all the latest changes and additions we are making on the DDS in terms of design assets, guidelines and code.

As summer vacation draws near, we have searched the internet to help keep you inspired and energized during the summer months.


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Summer Content: Ideas & Inspiration

Our curated list includes fun games, communities, video talks, podcasts, and digital initiatives deep diving in UI design, NFTs, UX, team building, design systems, tech development and more. 
 
 
## DailyUi
![image 1](/uploads/image_1_c12c27f900.png)

A fun way to improve your design skills is exploring DailyUi - A free newsletter course sharing design challenges to practice your skills. 
Click [here](https://www.dailyui.co/) to sign up for the course 
 
 
## Figma Ninja
![image 3](/uploads/image_3_6fad3ec955.png)

Are you looking for a fun way to learn Figma? Try Figma Ninja - a fun interactive game to navigate design software and learn the shortcuts to make Figma even smarter. Click [here](https://www.figma.com/community/file/769694576496801916?preview=fullscreen) to try it out
 
 
## Config22
![image 2](/uploads/image_2_73ae5a67ca.png)

The design tool Figma organized a virtual tech conference earlier this year sharing new perspectives and ideas in a variety of interesting topics such as user research, team building, UX copy and product innovation. All talks from the conference are available 
[here](https://www.youtube.com/playlist?list=PLXDU_eVOJTx4EuiHlITE44wngcErxom6S)
 
 
## NFTs Explained
![Skärmavbild 2022-06-20 kl. 16.53.46](/uploads/Skaermavbild_2022_06_20_kl_16_53_46_df114dec22.jpeg)

NFT has been on everyones lips this year, are you still unsure what NFTs are and how they are made? This great TED Talk covers the basics of NFT and offers introduction to the world of meta verse. [Watch it here](https://www.ted.com/talks/elizabeth_strickler_nfts_the_metaverse_and_the_future_of_digital_art)
 
 
## Can’t Unsee
![image 4](/uploads/image_4_1248afa9f2.png)

If you’re passionate about details, Can’t Unsee is going to be something for you. This interactive digital game challenges you to spot pixel perfect design and improve your skills as a designer. Click on the [link](https://cantunsee.space/ ) to try it out
 
 
## DesignSlack
![image 5](/uploads/image_5_9a9606a50f.png)

Summer is not just about relaxing, it’s also about meeting new people and connections. If you are looking for a new designer friend, consider joining a designer community on Slack. This site lists a wide selection of designer communities worldwide where you can meet, learn and connect with fellow designers, developers, project managers and strategists. Click [here](https://www.designerslack.community/) to join a designer community
 
 
## How I built this
![Call center](/uploads/Call_center_18fafb7498.png)

Curious about innovation, product strategy and entrepreneurship? How I build this is an inspiring podcast following the footsteps of some of the most talented entrepreneurs and innovators to learn about the mistakes and learnings they made in their journey. The podcast is perfect for learning about which ideas get stuck and what makes businesses grow. Listen [here](https://open.spotify.com/show/6E709HRH7XaiZrMfgtNCun)
 
 
## By The Books
![Books magazines](/uploads/Books_magazines_79fa00a776.png)

Is your goal to escape the screens this summer and read more books? MailChimps beautifully designed site offers a delightful way to explore new books to add to your must read lists. 
Explore it [here](https://mailchimp.com/presents/by-the-books/)
 
 
## This Too Shall Grow
![Doing good](/uploads/Doing_good_8ade4e561f.png)

When you are done with your digital detox or tired of books this site offers ways to use tech more mindfully and explore the worlds of digital wellness and how it impacts our work. Lots of interesting perspectives [here](https://thistooshallgrow.com/ )!

As summer vacation draws near, we have searched the internet to help keep you inspired and energized during the summer months.  


Summer content

Emma Crépin and Linnea Lofjord share behind the scenes of creating a new site concept that offers a whole new customer journey for Vattenfall. 

VF_FutureVision_sketch

Behind the scenes: Meet Linnéa and Emma

### Hi Emma and Linnéa, tell us a bit about yourselves. What do you do and what were your roles during this project?

**Emma:** I work at Vattenfall Sales as Market manager for our product positioning communication. That includes our electricity contracts for Private and Small and to some extent, solar panels.
The mission for our team is to be the link between the brand, brand activities on a Group level all the way down to Sales and Marketing level for Sweden and Finland. 

**Linnéa:** I work at NORD ID, NORD DDB’s branding studio, and I was the Creative Director during this project. It means that my role was to lead this project creatively, strategically and creatively. 

![Emma2](/uploads/Emma2_81c2809350.png)

**Emma Crépin, Market manager at Vattenfall Sales**

### Tell us about the background for this project.

**Emma:** The background for this project is that while we did something of a refresh of the site when we launched the new brand in 2018, it was mainly an update of the design. Now we needed to create an update where we really explored how we could utilise the brand in a much larger degree online. To create a better and more pleasant brand experience for our customers – throughout the entire customer journey. 

### What was your work process for this project?

**Linnéa:** We decided to approach this project in a different way than one usually does. We didn’t want to begin by looking at the technical prerequisites and potential roadblocks such as technical aspects. Instead, we put the brand perspective first. 

We asked ourselves what should the site look like? What should the visitor journey look like? How do we make sure that Fossil free living within one generation is with us, every step of the way? Through the language, the tone and through every part of the site. So that the visitor is continuously validated when it comes to recognizing the brand.  

With this in mind, we restructured the entire customer journey. Both the presentation of offers and products needed to be clearer and more customized so that the potential customers got a clear, inspiring and easy choice to make. 

![Linnea2](/uploads/Linnea2_94641f37a9.png)

**Linnéa Lofjord, Creative director/Head of NORD ID at NORD DDB**

### How did the teams collaborate on a cross functional level?

**Emma:** Our team consists of people from many different disciplines. From digital development, to CX, web development and brand positioning. This meant that there was a need for a cross functional process very early on. It worked really well and we learned some good lessons and insights along the way. 

**Linnéa:** It has worked great. I must say that from my perspective, working cross functionally has been ultimate in every way. I believe the reason for it working as well as it has is that it has been an open process throughout. That we have all worked towards a shared vision, where we have had the final idea of “this is the amazing final result that we could end up with” to inspire our way forward. 

### How do you address brand consistency when designing digital products?

**Emma:** Good question! First and foremost, we all need to be in agreeance of what brand consistency means. What does it really mean in our case? And not just when it comes to for example, what should an icon look like, but what are our guiding principles? 

Having had guiding principles that have shaped the processes is something that we are continuing to work with. The fact that we do not just have a lead, a person, but working with a guiding design principle. This has helped our entire process. 

**Linnéa:** To me, brand consistency in the digital world is the same as in the physical world. One needs to be reaffirmed and validated when it comes to brand experience, through the entire journey and process. This needs to be done through user journey, the visual, the tonality, everything connected to the brand. We have to make sure that look and brand is consistent in all channels, or else that validation is lost. 

### In your opinion, why is brand consistency so important?

**Emma:** It simplifies everything. If you think about it purely from a pragmatic perspective, then knowing how we should speak simplifies our work. We always have new ideas and new ways to communicate to our customers, but if we know in which way to do it, it helps tremendously. So, knowing what we are and what we are not makes our process easier. 

**Linnéa:** For the simple reason that there are so many channels in which brands are seen today. That means a brand needs to be extremely clear when it comes to tonality, the visual and the offer because if not, your investment in media purchases will go to waste. The reason for that? You will not have a clear sender. 

Having good brand consistency is like being a great social butterfly. You know how to adapt to different scenes and settings, but you never forget who you are at the core so that always shines through. To be clear with who you are as a brand wherever you are, even when you need to adapt to a new setting. 

### Thank you!


If you have visited Vattenfall.se recently, you have probably noticed some changes. For almost a year, a team of designers, developers and content producers, have worked at creating a new site concept that offers a whole new customer journey where we make sure visitors get the best possible experience. We spoke to two key members from the team behind the new site about their work and the process behind the update.

Behind the scenes

Our Vattenfall digital design principles are the foundation and guiding lights for everything we create. In this article we explain in detail why they are important.


MicrosoftTeams-image (2)

What are design principles and why are they important?

#### "Design Principles are a set of guiding considerations, that help the team in decision making for any aspect of the brand. From tone of voice, look and feel and site navigation to landing pages, buttons and UX." – Linnéa Lofjord, Creative Director/Head of NORD ID at NORD DDB. ####
 
In other words, design principles can be described as the values that lay the foundation for which direction we are heading in as a brand. They are the core principles that we use as springboards moving forward, and they are what we look to when making sure that we are always on brand, as well as clearly communicating as one brand. 

## The Vattenfall design principles

"The Vattenfall Design Principles are derived from the Vattenfall brand position Leading with Conviction and are direct results of the full Vattenfall Brand Strategy. The Vattenfall brand position is a competent, balanced, confident, and focused leader position. A position that is to be reflected in all aspects of the brand. Vattenfall is clear and focused, and our brand expression is clean and uncluttered." – Linnéa Lofjord, Creative Director/Head of NORD ID at NORD DDB.


### Design principle 1: Focused
We are focused on the message we bring across and the goals that we strive for. We create straightforward and clear user interfaces.

How to implement:
– Create one focal point per screen
– The primary, secondary and tertiary messages must always be clear to the receiver
– Always provide focus when you require attention from the user


### Design principle 2: Competent
We are trustworthy and competent. We create open and proof driven user interfaces.

How to implement:
– Personalise the content based on the context of the users
– Provide the relevant content or data with as few interactions as possible 
– Make it clear to the user what their influence and impact is when it comes to creating a greener, clearer environment


### Design principle 3: Personal
We are relevant and personal. We create a personalised experience, based on meticulous attention to user interaction and data.

How to implement:
– Always substantiate statements with a burden of proof
– Use the minimal number of elements to convey the message
– Each interaction element on the page must contribute to the users’ goals

### Design principle 4: Conversational
To keep our focus on the customer needs we don't inform. Instead, we enable an ongoing conversation with our customers to engage with and activate them. 

How to implement:
– Always be available for users’ questions
– Communicate in a way you would in real life. Ask questions and provide information in a human way
– Give the user continuous feedback by using micro interactions

If you want to bookmark our guiding principles, they are available on the DDS [here](https://digitaldesign.vattenfall.com/designers/design-principles)

Our Vattenfall digital design principles are the foundation and guiding lights for everything we create. In this article we will go through them with you and explain why they are so important to our work.


What are design principles

For our DDS community, we have gathered a list of free tools for UX designers, digital designers, developers and product owners.


Large Screen 72 DPI-Vattenfall_ski_team_pitztal_training_slope_photo_klas_rockberg_2020 1

Digital tools to improve design work

For our DDS community, we have gathered a list of free tools for UX designers, digital designers, developers and product owners to explore new ways of working, get inspired, and boost productivity. We hope you find a new favorite to add to your toolbox.


It’s the time of the year when industry experts and trend analytics worldwide put their heads together to scope the patterns and implications of our industry. 

trend 4 image

Digital & Design Trends 2022

By looking into the innovations, cultural shifts and behaviours of people and businesses, we can get a better outlook to help uncover new ideas and new thinking.

A quick stop on Google will show you that the trend reports and insights are many. To help you navigate all the information, we’ve done the work for you and gathered a couple of our favourite trends that we think will impact the design and digital industry this year.

## Trend #1: Hybrid Worlds
![WR glasses on table](/uploads/bild_0_faba733607.jpeg)

It’s almost impossible to read a trend report today and not stumble upon the Metaverse. But what is it exactly? Let’s try to put in a simple context. Metaverse is the enablement of tech elements such as VR, AR, social shopping, and cryptocurrency in the digital and physical world. This means that we can explore a virtual reality world where users can interact, game and experience things as they would in the real world. The Metaverse offers a way to blur the line between your interactions online and in real life. In the past months we have seen brands within fashion, entertainment and gaming exploring new and innovative ways to connect with consumers. Expect to see a lot more of this in 2022.

[Learn more about the Metaverse in Wired.](https://www.wired.com/story/what-is-the-metaverse/)

## Trend #2:  The Darker Side
![Led lights on wall; red, green, blue, purple](/uploads/bild_1_485f8a8262.jpeg)

One thing we expect to see more of this year is the digital experience going dark. According to Hubspot 8 in 10 users prefer dark mode when available, a quite significant number of people. The reason why many choose dark mode is that it creates a more soothing experience for the eyes. It also saves battery life and makes content more legible. If you are thinking about how to create more user-friendly digital experiences, consider dark mode features and design for your site. We believe that this is a trend to keep our eyes on and consider its relevance for Vattenfall.

[Here are some tips to get started.](https://email.uplers.com/infographics/dark-mode-in-emails/)

## Trend #3: Playfulness
![Circle on corner of wall and floor](/uploads/bild_2_951102fe1a.jpeg)

In a world with a lot of uncertainty and crisis designers turn to playfulness to bring light to their work. With less focus on photography-centered designs experts predict that we will see visual effects like gradient, grain and lines, more innovative animation and typography used in unexpected ways. As Vattenfall is a blue brand, it’s good to remember that not all trends are necessarily relevant to us, but nonetheless, it’s important to stay on top of the latest when it comes to design.

[Explore how here.](https://webflow.com/blog/web-design-trends-2022)

## Trend #4: Retro Love
![Computer on table](/uploads/trend_4_image_06153fc3d0.jpeg)

If you have scrolled through Instagram in the past year, you have most likely seen 90s inspired designs and styles. The rise of retro has been seen in various digital outlets and social media channels, and trend experts predict it to influence the design world even more this year. Why the fascination for nostalgia? Trend experts say that during crisis we tend to look back and long for simpler times.

[Spotted in article “7 Design Trends for 2022” by Newsaktuell.](https://www.newsaktuell.com/blog/7-design-trends-for-2022/) 

## Trend #5: Universal Design
![Yellow Lego figures standing side by side](/uploads/bild_4_fe5cf94d74.jpeg)

Not so much a trend but more of a necessity, but since we still have a long way to go, the subject of inclusive design has been brought up in several recent trend reports. Industry articles and teams have predicted that more efforts will be invested in inclusive design during 2022. For designers and developers, this means designing for human diversity, regardless of needs, limitations, gender, or culture.

[Read more in this article by Mailchimp & Courier Magazine.](https://mailchimp.com/courier/article/universal-design/ )


It’s the time of the year when industry experts and trend analytics worldwide put their heads (and viewpoints) together to scope the patterns and implications of our industry.

Digital Trends 2022

The 2021 Q3 Design software, code framework and CMS audit results are in! Read our full report and findings.   

Vattenfall_Customer_Coworkers_Computor

2021 Q3 Tech Audit results

To read the full report of the audit background, approach and findings download the file now.

 [Download here](https://sendfiles-eu.omnicomgroup.com/link/zA0FM7zTFkeGaenhvSdtzH) 

The 2021 Q3 Design software, code framework and CMS audit results are in!

Tech Audit 2021

To set the DDS up for long-term success and create a helpful resource, we want to involve you as well as other users and stakeholders as much as possible in the workflow.

article_05_large

Bring your expertise to the table!

We’re happy to have you here! Please let anyone who can benefit from Digital Design News know that they can get on the list by e-mailing [branding@vattenfall.com](mailto:branding@vattenfall.com).

**While global brand** consistency is important, it’s also important to acknowledge your local needs in different markets. To set the DDS up for long-term success and create a helpful resource, we want to involve you as well as other users and stakeholders as much as possible in the workflow. The goal is to achieve a living toolbox where we take varying needs into account, support collaboration, and engage in shared activities. Therefore, we would love your feedback, requirements and/or questions on what would help you most. Please take a couple of minutes to complete our short survey. Thanks!

Bring your expertise

Learn how to optimize conversion through motion and social media is an effective way to make your marketing more fruitful without raising marketing spend.

article_03_large

Conversion rate optimisation in action

## Social Media
Our social media platforms are amongst our most important communication channels, and a consistent brand expression through all of them is key to gaining instant brand recognition. Within Vattenfall, there are many owners and publishers in social media, equally many external partners who contribute. In social media, we are never more than a scroll away from seeing multiple posts and messages from our brand and we want them to look and feel the same. To avoid a potential risk of inconsistent executions, we should all use the right templates.

## Video & Motion
A lot of Vattenfall’s storytelling is done through video with the support of other motion elements. Motion ID is how we translate the Vattenfall identity into everything that is moving – imagery, icons, infographics, film footage, and how these are blended, mixed, and edited together with other assets to create a singular feel for the brand. This ensures that we emphasise the same emotional response around who we want to be.

As you know, the Vattenfall Brand Toolbox is the place to go to for brand guidance. Here are some interesting reads, great examples, visual specifications and formats, ready-made downloads, and more.

[More on Social Media](https://brandtoolbox.vattenfall.com/Styleguide/brandtwo/#page/74426E96-DCEB-484C-9FDA18F9E4147D0B)

[Latest templates for Social Media](https://brandtoolbox.vattenfall.com/Styleguide/brandfour/#page/5BEEE934-E9EB-4BFF-99D544AA243F46D4)

[More on Video & Motion](https://brandtoolbox.vattenfall.com/Styleguide/brandtwo/#page/70DBC29E-9802-4DDD-9937424FDCB53C25)

### Spread the word
We’re happy to have you here! Please let anyone who can benefit from Digital Design News know that they can get on the list by e-mailing [branding@vattenfall.com](mailto:branding@vattenfall.com).




**Optimising conversion through** motion and social media is an effective way to make your marketing more fruitful without raising marketing spend. Being a fast-moving medium with very little patience or viewing time, we need to balance and prioritise between message (clarity) and sender (identification).

Conversion rate

The decision to build our own digital design system was based on the realization that meeting specific organizational needs is required to achieve economies of scale.

article_01_small

Boosting returns through brand consistency

### Onwards and upwards in phases

Enhancements and new features to the DDS are conducted in a systematic phased approach and updates are released continuously in batches. The new design system will be taken beyond Sketch and Abstract to work for everyone.

### A collaborative approach
While global brand consistency is important, it’s also important to acknowledge local needs in different markets. We’re working on a list of requirements and would love feedback and/or questions from all users on what would help them most to make this a truly collaborative Design System. Thank you for your input!

The decision to build our own DDS was based on the realization that meeting specific organizational needs is required to achieve economies of scale. Our internal review and the very valuable user feedback we've received so far form the basis for our mission to create a better system and user experience going forward. Furthermore, building our own DDS enables us to support regional initiatives whilst retaining control over the development roadmap. All in all, this means building for the future and being able to excel in creating high return on marketing efforts.

Boosting returns

The most obvious benefit of brand consistency is immediate brand recognition; building a strong association between Vattenfall’s core messages and the visual elements of the brand. 

article_01_large

On a mission to keep our brand consistent

## Immediate brand recognition
The most obvious benefit of brand consistency is immediate brand recognition; building a strong association between Vattenfall’s core messages and the visual elements of the brand. And, ultimately getting the most impact and best results from our work – no matter if you’re in sales, brand or another business area. Today, most of the Fortune 500 companies’ stock value is largely constituted by brand equity wherein consistency is one of the key factors for a strong brand. For high-involvement-utilitarian global brands like Vattenfall, brand consistency is an integral aspect of building relationships with current and future customers.

## Increased effectiveness and returns
Done right, brand consistency on a global level increases perceived quality, which in turn increases sales likelihood. In fact, brand consistency muffles price sensitivity and increases marketing effectiveness – [brand consistency throughout the customer journey is proved to have the potential to lift revenue by 15% and save costs for serving customers with 20%](https://www.mckinsey.com/industries/retail/our-insights/the-three-cs-of-customer-satisfaction-consistency-consistency-consistency) (McKinsey, 2014). In Vattenfall’s business, it basically comes down to this: Economies of scale. Using the assets that are produced centrally will mean increased brand consistency globally and therefore sales, while also requiring less cost of producing those same assets locally.

### Spread the word
We’re happy to have you here! Please let anyone who can benefit from Digital Design News know that they can get on the list by e-mailing [branding@vattenfall.com](mailto:branding@vattenfall.com).




**The Digital Design System (DDS)** exists to help us create user-focused digital experiences that are recognisably Vattenfall. The goal is to ensure we present a cohesive and consistent experience of Vattenfall to the world through all digital channels.

On a mission

Over the past months the valuable user feedback we have formed the basis for our mission to create a better design system and UX going forward.

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Creating a more consistent UI/UX for the future

## It’s faster to design and build when we’re not reinventing the wheel
Enhancements and new features to the DDS will be released continuously in batches. We know that there is potential for improvement in several areas and the priorities at this point are to add some highly requested components, updates and more clearly defined rules and style guidelines, as well as concrete examples of applications. The DDS will also be taken beyond Sketch and Abstract to also work for users of Adobe XD and Figma. More specifically, the first phase is planned to include an update to the UI Kit templates across colour, white space, grids, typography, buttons and input fields. We have also recently implemented a few design and code updates for “Cookie-policy”, B2b newsletter for France and B2b newsletter for Sweden. These are now available in the DDS.

## Roadmap with milestones
### Release 1
First update of the UI Kit – first set of rules regarding colour, white space, grid, typography, buttons and input fields – End of June

### Release 2
Second update of UI Kit – modules, motion, graphics, illustrations, icons (only functional ones) – End of August

### Release 3
Third update of UI Kit – Extend files for other software versions (Adobe XD and Figma) – End of September

### Spread the word
We’re happy to have you here! Please let anyone who can benefit from Digital Design News know that they can get on the list by e-mailing [mailto:branding@vattenfall.com](branding@vattenfall.com).




**The DDS is built on the overarching** goal of achieving brand consistency while meeting specific organisational and regional needs for design elements and code. Over time, we generate a growing library of cost-saving solutions. A win-win-win type of set up that benefits the brand, serves our users, and has a positive impact on finances. Over the past months, an internal review and the very valuable user feedback we've received so far have formed the basis for our mission to create a better system and user experience going forward.

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