Building structure: codifying design guidelines

When a company is in its early stages, decision-making is often fast and organic. With a small team, being aligned on the product’s purpose, appearance, and functionality is usually straightforward and many early decisions are influenced by the immediate needs of early clients, personal preferences and time constraints. However, as the company grows, these decisions should be re-evaluated to ensure they align with the organisation’s broader vision and long-term goals.

What may have once been subjective choices must now be established as clear, objective standards. By formalising these guidelines, organisations ensure that all team members—new and existing—are on the same page and feel empowered to make informed decisions, independently. This not only streamlines development processes but also enhances efficiency, consistency, and brand integrity.

Why create design guidelines?

1. Establishes clear standards

Documenting product guidelines removes ambiguity. By providing explicit references, team members can implement changes and develop new features with confidence.

2. Reduces dependency on founders and senior team members

With well-documented guidelines, employees don’t need sign-off from leadership. This avoids approval bottlenecks, subjective opinions and means individuals can take responsibility for their work.

3. Ensures consistency across all customer touchpoints

A consistent look and feel across the product, website, and customer communications builds trust and provides a seamless experience for users.

Example areas to codify:

Brand identity

• Define company colours and their applications across various mediums, including digital products, websites, and marketing materials

• Establish typography guidelines, specifying fonts - including size and colour, alignment, etc.

• Outline tone of voice for customer communications, ensuring messaging remains consistent in style and formality

  
  

UI and UX

• Standardise design elements such as icon styles, content blocks, and button formats

• Specify layouts, spacing, and visual hierarchies to create a cohesive user experience

• Document navigation structures and interaction patterns to maintain usability standards

  
  

Accessibility standards

• Clearly state the accessibility commitments and regulatory requirements the company adheres to

• Detail best practices for inclusive design, such as colour contrast ratios, text readability, and assistive technology compatibility

• Establish testing and compliance procedures to ensure ongoing adherence to accessibility principles

  
  

Implementing and maintaining guidelines

To make things easier on yourselves, remember to:

• Make someone responsible: If one person (or team) is responsible for the guidelines, you have a better chance of them not being forgotten about. It can also be easier to have one person who says whether a new design does or does not follow the guidelines

• Centralise documentation: Store your guidelines in a shared, easily accessible location, such as a company wiki or internal documentation folder

• Educate the team: Ensure all employees, particularly new hires, are familiar with the guidelines through onboarding and ongoing training

• Regularly review and update: Schedule periodic reviews to refine guidelines based on customer feedback, technological changes, and evolving company objectives

Codifying product guidelines lays the foundation for smoother operations and a more consistent product experience in the future. By defining clear, documented standards, you can empower your teams to make informed decisions, reduce reliance on senior approvals, and maintain a cohesive brand identity.