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Ellipse - Toyota's Design System

Overview
When I joined Saatchi, the Ellipse design system already existed, but it was only scratching the surface of what a design system could be. It followed an atomic design approach, yet the way components were built and implemented made it rigid and hard to scale. Many were designed for single use cases, and layouts that looked nearly identical were created as separate components to fit specific needs.

As Toyota’s digital ecosystem expanded, it became clear the system needed to evolve from a component library into a scalable foundation that could support multiple teams, platforms, and business initiatives.

Rebuilding for Flexibility and Scale
One of my first priorities was to rethink the architecture of the system. We broke components down into smaller, reusable building blocks that could be composed to support a wide range of layouts and use cases. This modular approach increased flexibility, reduced redundancy, and enabled teams to move faster without fragmenting the experience.

Beyond restructuring components, we strengthened the partnership between design and engineering. We clarified ownership, streamlined handoffs, and formalized documentation and usage patterns. This improved alignment reduced rework and created shared accountability across disciplines

Applying Proven Systems Thinking
This philosophy built on lessons I learned at Vans, where a similar modular shift reduced design and development time by roughly 20%. The goal wasn’t just efficiency. It was to create a system that encouraged creativity and adaptability rather than limiting it.

I often describe it as a low fence. It keeps the small details consistent while leaving room for teams to explore bigger ideas without breaking the foundation.

Impact
• Increased component reuse and composability across teams
• Reduced design and development time by over 20%
• Improved cross-functional alignment through clearer governance and documentation
• Established a scalable system capable of supporting Toyota’s expanding digital ecosystem

Looking Ahead
Ellipse continues to evolve as Toyota’s digital ecosystem grows. What began as a foundation for Toyota.com is now being positioned for broader adoption across Toyota’s digital products, including mobile app and in-vehicle experiences.

Expanding the system beyond web ensures greater cohesion across touchpoints while enabling product teams to move faster with a shared foundation.

Design systems are living systems. They must adapt alongside new technologies, new platforms, and new ways of working.