A strong design system enhances customer journey, drives business: Deepti Mishra, Digitup

At the e4m Pitch CMO 2025 event, Deepti Mishra, Head of Sales & Marketing at Digitup, made a compelling case for design systems as the future of website development. Speaking at a session titled “Escape the Theme Trap: How Design Systems Transform Client Frustration into Stunning Websites,” Mishra highlighted the growing frustration among brands investing in pre-built themes that fail to deliver on performance, scalability, and user experience.

“Brands invest in expensive themes, thinking they will solve all their problems. But no matter how premium the theme, it comes with limitations—whether it’s customization, compatibility, or speed,” Mishra emphasised, underscoring the need for a paradigm shift in digital design strategies.

Mishra pointed out that the conventional approach to website development is riddled with inefficiencies. Companies hire agencies to build custom websites, yet the lack of synchronization between design and development results in inconsistent branding, prolonged timelines, and a frustrating back-and-forth process.

"Designers create beautiful interfaces, but when developers execute them, the final product often looks completely different. The disconnect leads to compromised user experiences and brand inconsistency," she explained.

Additionally, Mishra stressed that website maintenance remains a pain point for brands relying on pre-built themes. Frequent updates and security patches often lead to broken functionalities, forcing companies into a costly cycle of constant fixes.

Making a strong case for structured digital transformation, Mishra introduced design systems—a modular framework that ensures brand consistency, scalability, and efficiency across all digital platforms. Unlike traditional development models, design systems standardize typography, colours, UI components, and layout grids, enabling brands to create cohesive digital experiences effortlessly.

“A strong design system isn’t just about a website. It integrates across a brand’s digital and offline presence— social media, apps, and marketing materials—ensuring a cohesive identity,” Mishra noted.

She further explained how design systems improve collaboration between designers and developers, reducing redundancy, accelerating time-to-market, and ensuring that branding remains intact across different touchpoints.

To drive home her point, Mishra highlighted how industry giants like Google’s Material Design, Apple’s Human Interface Guidelines, and Amazon Amplify leverage design systems to maintain seamless user experiences. She urged Indian brands to embrace this methodology to strengthen brand recall, enhance credibility, and accelerate digital transformation.

She also pointed out that startups and mid-sized businesses can benefit from design systems, as they allow for cost-effective scalability without requiring extensive redevelopment efforts.

“The power of a design system goes beyond aesthetics—it enhances customer journeys, builds trust, and ultimately drives business growth,” she concluded.

With digital competition intensifying, Mishra’s insights at e4m Pitch CMO 2025 underscore why businesses must move beyond theme-based limitations and adopt structured design systems to stay ahead in the evolving digital landscape. The shift toward design systems is not just a trend—it’s a strategic imperative for brands looking to future-proof their digital presence.