+130%
Team Efficiency
- Years
- 2019-2021
- Company
- Citrix
- My Role
- Senior UI Designer / Project Lead
Building the Citrix Design System & Web Kit
An initiative I took to improve the workflow of the design a production teams in Citrix
When Citrix underwent a major brand redesign, I recognized the critical need to create a cohesive, scalable design system to ensure the consistent application of the new identity across all teams and external collaborators. I initiated discussions with stakeholders to highlight the measurable benefits of a centralized design kit, including improved workflows, enhanced brand consistency, and streamlined collaboration.
Taking on the responsibility of leading the development, I established a structured and orderly process for creating the design system, ensuring clear timelines, version control, and a logical hierarchy for the components. This approach resulted in a measurable and efficient process for both the creation and usage of the design kit, empowering internal teams and external agencies to work seamlessly within the updated brand framework.
- Technologies
- Adobe XD, Photoshop, Illustrator, WordPress, Adobe Asset Manager, Microsoft Office 365
The 2020 brand redesign marked a turning point for Citrix, and one of my roles was to ensure its successful implementation across digital platforms. I led the creation of a robust design kit in Adobe XD, which centralized all the essential components—interactive elements, typography, color palettes, and templates—into a single, scalable system. This design kit empowered designers across different teams to work efficiently while adhering to the updated brand standards.
Recognizing the importance of clear communication with external collaborators, I also led the design and production of a comprehensive web guideline portal using WordPress. This website showcased the new design standards, including interactive examples and best practices for applying the Citrix brand. The platform became a vital resource for external agencies, ensuring they could seamlessly align their work with Citrix’s vision.
The use of the design kits to expand the system helped our team update 37,162 pages across 27 global sites with a new color palette, fonts, and graphics. We also introduced 160 development updates including animated stats, video headers, parallax scrolling, and interactive components.
- Built a comprehensive design system in Adobe XD with reusable components, layouts, and interactive elements tailored to the Citrix brand.
- Facilitated workflows across internal design teams by providing an easily accessible and scalable resource.
- Designed and developed a WordPress-based website to house the Citrix web guidelines, providing interactive examples and best practices.
- Ensured external agencies could access and apply the brand’s standards consistently across their work.
- Partnered with engineering and marketing teams to align the design system with technical capabilities and business goals.
- Delivered training and documentation to ensure internal teams and external collaborators could fully leverage the new resources.
+10%
Organic Traffic
+16%
Conversions
+29%
Pipeline Contribution
This initiative produced tangible improvements across Citrix’s design ecosystem:
- Improved Efficiency: Internal teams reduced project timelines by 130%, thanks to the centralized design kit and resources.
- Brand Consistency: Ensured a unified application of the Citrix brand across all digital and external-facing projects.
- Scalable Solutions: The design kit and web guidelines provided a foundation that adapted seamlessly to future campaigns and evolving business needs.
- Enhanced Collaboration: Enabled smoother communication between internal teams and external agencies through the WordPress-based guidelines.
- Increased: +10% in organic traffic, +16% in conversions, and +29% in pipeline contribution.
Conclusion
The Citrix Design System and Web Guidelines became transformative tools in the company’s digital strategy. By centralizing resources and fostering alignment across teams, I ensured the successful implementation of a major brand redesign while empowering designers, developers, and external collaborators to create work that was both consistent and impactful. This project underscored the power of strategic design management to deliver scalable, high-impact solutions for global brands.
Words from my colleagues
Cesar is an incredibly talented designer and a great team player. I have been his manager for over two years. During his time at Citrix he has led several projects from beginning to end, designing always with the end user in mind.
His execution is flawless following brand guidelines consistently, pushing the envelope with creative ideas and introducing innovative ways to increase efficiency and productivity. He introduced Adobe XD to the team and created "master" design library components that allowed increased collaboration among team members, scalability, consistency and quick turn around of projects.
He has also led all of our interactive and animation-based projects built in "Ceros", building product demos, interactive animations and surveys.
Cesar is a true collaborator, open to feedback and new ideas, inclusive, professional, kind and always happy to help no matter how small or large the project at hand may be. Everyone in the team is excited to work with Cesar, who is happy to share his knowledge and talents with other team members.
Cesar has also conducted trainings in XD and Ceros for team members within our department as well as across the company, which has helped ensure design best practices, consistency and efficiency across channels.
Cesar brings immense value to the team and the company. Any one who has Cesar in their team will have not just a brilliant designer, but a wonderful person as well.
