Ruth Bucknell, VP, Experience Design, Merkle. Billy Hanna, Head of Experience & Commerce Platforms, Merkle
Sara Garcia, Experience Design Senior Manager, Merkle. Luis Ouriach, EMEA Design Advocate, Figma

In this session, we'll help you build a clear understanding of what a design system really is — far more than just a UI kit. We’ll break down its purpose, from managing design at scale for large enterprises to setting up emerging brands for rapid growth. See how industry leaders like Google, IBM, and Shopify use design systems to boost speed, consistency, and efficiency while strengthening brand identity across every digital touchpoint.

Ruth Bucknell, VP, Experience Design, Merkle. Billy Hanna, Head of Experience & Commerce Platforms, Merkle

 Ashish Amrite, VP Solutions & Transformation, dentsu. Luis Ouriach, EMEA Design Advocate, Figma

In this session, we break down why investing in a design system is a smart, strategic move for any modern organisation. Executives and senior leaders, this video is for you! We show how a robust design system drives ROI by improving operational efficiency, reducing costs, and setting the stage for AI and automation. See how industry leaders like Google, Airbnb, and Shopify use design systems to stay ahead — and discover how you can do the same.

Ruth Bucknell, VP, Experience Design, Merkle. Billy Hanna, Head of Experience & Commerce Platforms, Merkle

Sara Garcia, Experience Design Senior Manager, Merkle. Luis Ouriach, EMEA Design Advocate, Figma

In this session we dive into the practical side of building and scaling a design system that truly works. You’ll learn what makes a design system successful—from well-structured components and tokens to clear documentation and governance. Discover how to leverage Figma to build, manage, and expand your system efficiently, while fostering smooth collaboration with engineering teams. We’ll look at real-world examples from IBM, Atlassian, and Spotify to see these best practices in action. 

Billy Hanna, Head of Experience & Commerce Platforms, Merkle

Simon Chapman, VP, Enablement, Optimizely

In this conversation on unified commerce, the speakers explore how businesses can maximise their existing investments by improving customer experience across all touchpoints. They discuss the importance of leveraging data for personalisation, ensuring consistency across channels, and differentiating through storytelling and post-purchase experiences. The session emphasises building maturity through experimentation and creating a seamless, data-driven journey for customers, before and after the sale.

Phil Yates, Senior Director, Solution Architecture, Optimizely

Megane Bellod, Head of CRO, Merkle EMEA

In this final video of the series, we explore how brands can effectively implement personalisation at scale across the customer journey. From mapping audiences and channels to crafting targeted messaging, the discussion covers practical steps to deliver consistent, relevant experiences. Real-world examples, including uplift in revenue and subscription growth, illustrate the tangible value of cross-channel personalisation done right. 

Check out the highlights from Decisioning Congress 2024:

Enhance your user experience and build brand equity with your design vernacular.

Enhance your user experience and build brand equity with your design vernacular.