Atomic Design: The methodology for building design systems that every CMO needs to explore

You have surely heard about Atomic Design as it is a methodology that has gained popularity. Despite the rapid expansion of this concept in the marketing environment, the use of this methodology has been primarily associated with website development. However, its benefits are particularly important to holistic brand strategy projects.

Here we will delve into Atomic Design in detail, debunk some of the myths surrounding it, and we will tell you how iCrossing leverages it to transform our clients' experiences.

Let us start by defining Atomic Design to establish a common starting point: It is a methodology consisting of identifying the smallest and indivisible elements of an interface to combine them and create new and more complex elements with different functionalities to ensure the basis for building a design system. Brad Frost, its creator, divides Atomic Design into five levels:

Atoms:
These are the smallest and indivisible parts of a design system, such as icons, text styles, color palettes, text fields, avatars, and labels.

Molecules:
Formed by combining two or more atoms, molecules create more complex elements. For instance, a text field paired with its label, a button consisting of an icon and text, or an avatar with accompanying information.

Organisms:
These are the combination of two or more molecules, resulting in elements with a higher level of complexity than molecules alone. Examples include a user list (comprised of multiple avatars with their information), a form (containing various text fields with labels and a submit button), or a navigation menu (featuring multiple icon buttons with their corresponding CTAs).

Templates:
This refers to what we commonly know as wireframes or templates. It involves using and combining several organisms to form a section on a website or application, essentially creating the schema of a template.

Pages:
This is the final level of the methodology, achieved by applying User Interface (UI) elements to the templates. It represents the finished design.

But how can we better explain this concept?

We can compare this methodology to Lego pieces, when we combine those individual pieces, we can create a new and more complex structure. While this analogy captures the essence of the concept, the implementation of Atomic Design in digital products and services goes beyond creating new shapes. It also yields a wide range of advantages that are not to be overlooked.

Some of the benefits of implementing Atomic Design include:

Reduced project development time:
Building a design system using the Atomic Design methodology allows us to automate and scale digital products to reduce time for updates and implementing brand guidelines into the wireframes.

Consistency in brand elements:
Another notable advantage is the ease with which the digital product can be adapted to different devices and digital channels while maintaining the brand's look and feel, which allows the customers to recognize the brand across various digital channels.

Cost reduction:
The time saved in implementing the brand's visual identity into the digital products, as well as effectively implementing it across diverse digital channels, leads to noticeable cost reductions.

Future-friendly methodology:
A key objective of building design systems using Atomic Design is anticipating the future needs of brands and end users. By establishing clear and organized structures at its core, we can create adaptable and easily modifiable elements that allow us to keep pace with digital evolution.

It's equally important to note that transitioning from theory to practice involves a significant step, and during this journey, myths and taboos may arise around the topic. The most feared misconception is that creativity is lost, when, what actually happens is that creativity transforms; it focuses on creating scalable, automated projects and providing user-centric solutions.

Atomic Design is not a linear process; it requires iterations and teamwork to achieve effective results. This is why we have interdisciplinary talent that enables us to approach projects not only from the creative point of view, but also from the structural, strategic, and process planning perspectives. Building strategies on a solid foundation allows us to be effective and address challenges from different angles to deliver functional and creative solutions.

Advantages of using Atomic Design for your brand:

Implementing Atomic Design is a forward-thinking approach. It involves creating preventative solutions rather than reactive ones, considering all possible scenarios to achieve optimal outcomes. It's about working from the inside out and recognizing that the internal process of project development plays a significant role in its success.

At iCrossing, we engage in every project from conception to continuous monitoring after launch. To create successful solutions, we work closely with our clients, which has enabled us to achieve efficiencies. For some of our clients, we have achieved up to a 93% reduction in costs based on scalability in multi-country and multi-region projects and an 89% decrease in project development time.

If you would like more information related to this topic or have a digital project, please contact us and we will help you transform it into a unique experience tailored to your needs.