Reels: A Global Design System for OTT

When I joined Accedo as Head of Product, Design & Advisory, the company’s design efforts were fragmented across multiple regions and product lines. To scale globally and serve clients more effectively, I created and led Reels, our first design system. Unlike many systems that focus on components alone, Reels was designed as an ecosystem, combining tools, training, governance, and cross-functional alignment.

Program Leadership

I led the entire design system program from the ground up. This included:

• Toolkits: Integrating Figma with engineering pipelines and establishing a robust token architecture that worked across native, React, and low-code environments.

• Training and Process Governance: Launching onboarding guides, continuous learning modules, Confluence libraries, and Jira practices to ensure adoption.

• Communication: Driving engagement through Slack channels, dedicated Reels websites, and global showcases.

• Engineering Integration: Connecting Reels tokens into GitHub Actions and Lerna packages so engineers could consume components with confidence.

A Hands-On Architect

I was deeply hands-on in building the system itself. I architected the token infrastructure that allowed a single design decision in Figma to ripple across codebases. This is an advanced integration that few teams can claim. Reels positioned Accedo as a subject matter expert in design systems, with capabilities recognized as more advanced than many larger organizations.

Beyond Accedo

I partnered directly with Figma’s design systems team to share insights from our implementation, influencing their enterprise roadmap. I also contributed to the WCAG Design System Working Group, ensuring Reels embedded accessibility standards that prepared our OTT products for EU 2025 regulations.

Impact on Products

Reels became the backbone of Accedo’s Blueprint OTT platforms for Web, Mobile, and CTV. It allowed teams to deliver white-label solutions faster, with stronger visual quality and consistency across clients. It also adapted to unique product needs, from cinematic dark modes on TV to accessible responsive layouts on web and mobile.

Impact on the Organization

• Reduced design and engineering effort by standardizing workflows across hubs in Madrid, Singapore, Canada, and São Paulo

• Improved speed-to-market for new client launches

• Elevated client confidence by positioning design as a differentiator

• Embedded accessibility and sustainability principles into the DNA of our OTT platforms

My Leadership Lens

I didn’t just build a design system, I built the program around it. From education to governance to cross-functional alignment, I created the ecosystem that turned design into a strategic capability at Accedo. Reels was both a technical achievement and an organizational transformation, proving that design could unify global teams, accelerate delivery, and shape the future of white-label OTT products.