Case Study

Visit London Design System

Journey Through Visit London's UI Wonderland Maze 🧭: Token Expedition to Design Zen 🧘‍♀️

June 2023 – ongoing


Jira, Miro, Figma  

My role:

UX/UI, Usability testing, Wireframing, Prototyping, Developer hand-off, Design guide. I worked as a sole designer in the team with one product manager, one back-end developer and one front-end developer.

Case Study Summary:

Visit London, the official visitor guide to London, serves millions of users worldwide through its website, app, email, and social media channels. Despite its significance, the platform hadn’t kept pace with evolving user needs and market trends since its last launch nine years ago. Recognizing the need for transformation, our team embarked on a journey to revamp Visit London into an ecommerce-first website for today’s user.

Design Process

⬇️Jump directly to these sections:

1. Sell:

🔍Down the rabbit hole: Uncovering the Pain of UI Inconsistencies

Visit London is the official visitor guide to London. It serves information and inspiration, along with convenient ticket booking, to millions of domestic and international users who engage with Visit London brand across Visit London website, app, email and social media channels.

The Visit London Growth team is responsible for driving income and profit from e-commerce ticket sales, sponsorship and advertising. The profit is reinvested in supporting London & Partners’ mission of creating economic growth for London, with a focus on resilience, sustainability, and inclusivity.

2. Kick off:

🐰 Following the White Rabbit: Beginning Our UI Journey

Visit London Design System Principles

We are inclusive

We are Enterprising:

We are Passionate about London:

  • List Item #1
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We are Passionate about London:

3. Plan:

📍Mapping Wonderland: Planning Our UI Journey

4. Design & Build:

🎩 Mad Hatter's Workshop: Designing and Building Our UI
The heart and soul of a design system is a code library of reusable UI Components that power real software applications.
Brad Frost

Atomic Design

5. Launch:

🚀 Unveiling Visit London UI Wonderland

6. Maintain:

👑 The Queen’s Garden: Maintaining Our UI Wonderland

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