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Adi Dassler

Design Systems

1

PROCESS

• Reviewed project brief and accessibility compliance goals
• Audited existing UI for accessibility and design consistency
• Held kickoff meeting with design, dev, and compliance teams
• Researched inclusive design patterns and WCAG 2.1 standards
• Analysed competitor design systems for accessibility integration
• Sketched component ideas and mapped UI inconsistencies
• Collaborated with engineering to assess feasibility and semantic structure
• Created initial component wireframes and flows
• Presented to stakeholders for feedback
• Built mid-fidelity interactive prototypes using accessible markup
• Conducted usability testing with users of varying abilitiesIterated based on testing insights and technical constraints
• Developed high-fidelity UI aligned with brand and accessibility standards
• Finalised components in Zeroheight with accessibility documentation
• Delivered to engineering with coded guidelines and dev pair sessions

2

Discovery

RESEARCH ACCESSIBLE DESIGN SYSTEM PATTERNS

To understand how large organisations successfully embed accessibility into their design systems, I analysed mature systems such as the BBC GEL and IBM Carbon. Both place accessibility at the core — not as an afterthought, but as a design foundation.

I was especially interested in how they combine semantic structure, ARIA attributes, and clear documentation to support consistent, accessible component implementation across teams.

WHAT I TOOK AWAY

From BBC GEL:
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• Prioritise clear guidance over visual flourish
• Build for lowest common denominator tech (screen readers, keyboard nav)
• Accessibility is enforced at the principle level, not just the component level
From IBM Carbon:
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• Robust, component-level accessibility checklists
• Built-in keyboard interaction guidance
• Code examples with live ARIA behaviour baked in

‍These systems informed my direction for Hargreaves Lansdown — particularly in how we could structure documentation, support devs, and scale inclusive design without duplicating effort.

COMPETITOR AUDIT: FINANCIAL SERVICES

I also looked at digital products from key financial competitors. Despite modern branding, many fell short on:
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• Focus indicators and tab navigation
• Form field accessibility (labels, error messaging)
• Colour contrast compliance

This confirmed an opportunity: Hargreaves Lansdown could differentiate through accessibility leadership.

3

DESIGN

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4

PROTOTYPE

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5

TEST

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6

ACCESSIBLITY

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'Glow for the soul. This talented branding expert will make your business shine! What would we have done without him? We'd still be in the dark ages of no-brand-land. Hamish not only gave us the vision, but also a new way to express ourselves. Through his work we now have a voice. A voice to change the world...'

We were tasked by Zeitgeist VC to reignite the estate of Adi Dassler and his intellectual legacy through a new foundation, a multi-family office (MFO) and leAD Sports Accelerator program in the heart of Berlin. The results expanded the Adi Dassler brand identity, toolkit and merchandise, and ultimately brought the founder of adidas’ name into the digital age.

HUX
I collaborate with awesome leaders working to restore. Let's build.
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SOCIAL