Sony Design System

Sony's Global Design Framework consolidated regional web properties in 110 countries and 30 languages into a single platform with a globally shared backend, CMS, and responsive design system.

Inspired by Sony's innovative past, this project aimed to carry Sony into the future with a modern and unified user experience across the globe while also providing important efficiency benefits to the business.
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Unlike similar websites, the Sony Design System did not rely on rigid page templates. Instead, we created a flexible system of modules that could easily be rearranged and customized, per page. Our system consisted of a carefully designed library of interaction patterns and content layouts, that could seamlessly stack and rearrange on a page.

My contributions included producing conceptual comps for the design vision, providing design direction and strategy to internal and agency teams, and working with research and engineering leads to evolve and refine our design system.

Below: Various design system interaction modules

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Design direction for Sony meant appealing to the cultures and needs of the entire globe. Our web product served 110 different countries and was translated into 30 languages. We strove for universal appeal with design, experience, and content while customizing per locale as required.

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Above: Translation examples from Thailand, Hong Kong, Spain, Saudi Arabia, South Korea, and USA (left to right)

One key aspect of the Sony design system was to support multi-screen browsing experiences. The challenge in this task was strategically designing system level flexibility into components and modules that could react to devices and screen sizes. It was just as important to support a viewing experience on touch devices as it was on the desktop.

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During this project, I had the opportunity to work with colleagues all over the globe, everywhere from England, to Belgium, to Turkey, to India, to Japan, and even all the way down in New Zealand. Additionally, I spent a significant amount of time working internationally in both Tokyo and Istanbul.


My role included leading a large multi-disciplined team of 10–14 designers, UX architects, strategists, and front-end developers producing and designing product content experiences for global users. Also, I was often responsible for concept direction, reviewing work, and guiding output of agency teams.

SpaceX Crew Dragon Touchscreen Application

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I am currently working as an independent contractor, providing UI and UX design consultation for startups and product teams.