#771: Design Systems as a Digital Transformation Catalyst with Nigel Dennis, The Office of Experience

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 20 November 2025

⏱️ 30 minutes

🔗️ Recording | iTunes | RSS

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Summary

What if the very system you invested in to create brand consistency and efficiency is now the biggest thing slowing down your digital transformation and costing you innovation? Agility requires more than just speed; it demands a shared language and a foundational framework that allows teams to build, test, and innovate without being crushed by the weight of their own complexity. This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. Today, we're going to talk about design systems. But probably not in the way you're used to thinking about them. We’re moving past the idea of a design system as just a rulebook or a library of components, and exploring how it can become a true catalyst for digital transformation—a tool that breaks down silos, accelerates business outcomes, and fundamentally changes how teams work together. To help me discuss this topic, I'd like to welcome, Nigel Dennis, Creative Director at The Office of Experience. About Nigel Dennis Nigel Dennis on LinkedIn: https://www.linkedin.com/in/nigelevandennis/ Resources The Office of Experience: https://www.officeofexperience.com This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand.
0:02.0	Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know.
0:15.0	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing technology, AI, e-commerce, and join the top enterprise brands and Martec platforms as we explore marketing technology,
0:23.1	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
0:27.9	Together we'll discover what it takes to create an agile brand, built for today and tomorrow,
0:32.1	and built for customers, employees, and continued business growth.
0:36.9	I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on Martec, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.
0:43.3	To make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on,
0:48.3	and leave us a rating so others can find us as well.
0:51.3	Now on to the show.
1:00.1	What if the very system you invested in to create brand consistency and efficiency is now the biggest thing slowing down your digital transformation and costing you innovation?
1:05.0	Agility requires more than just speed. It demands a shared language and a foundational framework
1:09.7	that allows teams to build, test, and innovate without being crushed by the weight of their own complexity.
1:15.6	This episode is brought to you by the Office of Experience, a design-driven, digital-first, vertically integrated, and collaborative agency that believes in the power of ideas and the strength of people.
1:26.1	Today we're going to talk about design systems,
1:28.3	but probably not in the way you're used to thinking about them.
1:31.3	We're moving past the idea of a design system as just a rulebook or a library of components
1:36.3	and exploring how it can become a true catalyst for digital transformation,
1:40.3	a tool that breaks down silos, accelerates business outcomes, and fundamentally changes how teams work
1:46.1	together. Tell me to discuss this topic, I'd like to welcome Nigel Dennis, executive creative
1:51.0	director at the Office of Experience. Nigel, welcome to the show. Hey, Greg. Thanks for having me.
1:56.1	Yeah, looking forward to talking about this with you. Before we dive in, though, why don't you give a
	...

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