Hilton’s Design System

The year Brad Frost’s Atomic Design book was released, I set a multi-year goal to build a design system. I proposed a pattern library to the Digital Leadership team, ultimately becoming Hilton’s Design System, Fractal.

I presented to the Digital Leadership team the concept and investments needed. After the business case was approved, we interviewed people across the Design team to understand their needs, perceptions, and goals.

The team

1 Design Leader (Me)
1 Creative Director
3 Product Designers (1 Web, 1 iOS, 1 Android)

The Tools

Content APIs

The Objective

Create a system to make our digital platforms to be more consistent.


We created Hilton’s first Design System!