» Desire paths spring up as users’ needs and goals change

» The effort paradox: the effort of forming a new path versus the desire to take the path of least resistance

» In digital products we use analytical tools to help us observe desire paths

» When a new desire path emerges, question your old assumptions — user behaviour is changing

» Federation squares the circle of having both a cohesive design system and autonomous product teams

» A successful design system closely meets the needs of developers of apps and the end-users of those apps

» For a design system to appeal to third parties, it has to accommodate their brand identity and niche audience needs

» What happens when words and deeds don’t align

» More than office decoration: taking a stand on core values

» When our values are aligned to the things we create, work doesn’t feel like work

» What is meant by the word “brand”