Context
I spent six years at EF Education First enhancing their digital language experience. As part of the Central Creative Studio—first in London, then Luzern (now Zurich)—I contributed to a small but impactful team responsible for establishing and promoting design guidelines across EF’s 22 business units. Our work ensured consistency across websites, apps, campaigns, interiors, print, and more.
Focusing on digital, I led the development and evolution of EF’s Design System, shaping key website components such as navigation, building blocks, galleries, carousels, forms, and footers across products and devices.
Metrics
+10% adoption rates in targeted regional markets on mobile and +5% for the booking engine.
+8% increase in traffic to the EF Product Pages from the Global portal.
Foundations for a cohesive digital experience
The EF UI Design Kit serves as the foundation for creating a more user-friendly, visually cohesive, and efficient digital experience across EF’s products and teams. Developed to enhance productivity, improve design quality, and ensure consistency, it streamlines collaboration between designers and developers while reinforcing EF’s brand identity.
This comprehensive ecosystem includes an internal documentation site, providing guidelines and best practices, a Sketch file containing reusable design components, and an HTML/CSS framework that enables seamless implementation across platforms. Together, these elements empower teams to build and scale digital experiences with greater speed, accuracy, and cohesion.
Defining the minimum core set of reusable components
All EF's businesses have to be distinguishable from each other but still belong to the same EF brand and ecosystem. The EF UI Design Kit aims to include a core set of reusable elements. Outside the core designers are encouraged to add individual product expression.
