Diana Wolosin on Building Design Systems: An Exclusive Interview

In the world of UX design, design systems have become the backbone of consistency, scalability, and efficiency. These systems empower teams to create seamless user experiences while maintaining brand integrity across various touchpoints.

To dive deeper into the intricacies of building and optimizing these systems, we had the privilege of speaking with Diana Wolosin, a seasoned design leader at Indeed, which is an American worldwide employment website for job listings and one of the largest in the world with over 350 million monthly unique visitors.

Diana is a Senior UX Designer specializing in design systems, with eight years of experience in product design. Born and raised in Colombia, she now calls San Diego, California home. Her diverse background and expertise have shaped her approach to creating innovative, scalable design systems that enhance user experiences across digital products.

As part of the Indeed Design System team, Diana plays a crucial role in creating and optimizing UI design components. She collaborates closely with developers, accessibility experts, localization teams, and content strategists. These components are deployed globally, supporting teams in India, Japan, and the U.S., streamlining the workflow for over 500 UX professionals at Indeed.

Diana’s journey from Colombia to her current role in San Diego not only reflects her professional growth but also demonstrates how cultural diversity and personal philosophies like mental attraction have influenced her design approach.

In this interview, Diana shares insights into her work at Indeed, her thoughts on innovation, and her advice for budding UX designers.

Please introduce yourself and your role in creating the various design systems at Indeed.

Hola! I’m Diana Wolosin, a proud Colombian designer currently living in sunny San Diego. I lead the design efforts for the Email Design System team at Indeed, which is part of the larger Design System. With over four years of experience working on design systems, I’ve had the opportunity to build them from the ground up at small companies and contribute to growth in large organizations like Indeed.

At this stage, the Indeed Design System is quite mature, and my team is focused on optimizing it to better serve our users and ensure it remains a powerful tool for our internal users.

You’ve spoken about your interest in mental attraction. Could you share more about this concept and how it might be applied to design systems or UX overall?

Yes, I’m a firm believer in the power of mental attraction, as I’ve personally experienced how focusing on specific goals with faith can help bring them to life. This mindset has had a profound impact on both my personal and professional life.

For instance, at the beginning of each year, I create a vision board to visualize my aspirations. One of my goals this year was to deepen my knowledge of AI in design systems. Amazingly, I had the opportunity to enroll in an AI class that was supported by Indeed, helping me move toward this goal. I also added goals related to improving my public speaking and storytelling abilities. This year, I’ve been fortunate enough to have several opportunities to speak in front of others, which has helped me refine these skills.

Mental attraction has touched every part of my life, and it’s a philosophy I carry with me in both my personal growth and my professional journey. I believe it can also influence how we approach design systems by setting clear intentions and focusing specifically on what we want to achieve, whether it’s building stronger stakeholder relationships, gaining more clarity around team goals, or fostering alignment within the design system ecosystem. Little things can significantly enhance the way we work and collaborate.

Design systems are constantly evolving. How do you balance the need for innovation with the technical debt that comes with maintaining a large, established system like Indeed’s?

Balancing innovation with technical debt is always a challenge, especially when managing a large, established system like Indeed’s. Tools like Figma have played a pivotal role in driving innovation, particularly with recent releases like Variants and Variables. These features have significantly shaped the foundation of our design system.

However, with innovation comes the need to refactor parts of the system. While some refactors are necessary to stay competitive, others can be less practical, especially when the cost of change outweighs the benefit. We’ve already gone through a major breaking change when Figma released Variants. Although I can’t take credit for that transition, I remember the incredible work done by my teammate, Stephanie Canales. She played a key role in planning and executing the transition, ensuring the users could adopt seamlessly.

Similarly, the introduction of Variables was another game-changing innovation for our design system. In this case, my teammate Keith Weston became the go-to expert for anything related to tokens. He helped shape the semantic token structure, which not only improved the system but also set the stage for future capabilities like theming.

That said, regardless of the technical innovations, design systems will always follow a product lifecycle that persists through time. It’s important to strike a balance between integrating new technologies and maintaining stability and integrity of the system.

As a Colombian immigrant, you bring a unique cultural perspective to your work. Have you found ways to infuse your heritage or personal experiences into the design system world?

Being a Colombian immigrant has given me a unique perspective that I often infuse into my work. Coming from a country where people work really hard and not everyone has equal opportunities, Colombians often develop a strong sense of resourcefulness and resilience, qualities that are essential in building and maintaining design systems. I am also highly aware of the importance of inclusivity and representation.

My experiences as an immigrant, navigating new environments and cultures, have made me more empathetic to users from diverse backgrounds. Understanding our users and their diverse needs is key to creating systems that work for everyone. Fortunately, localization and accessibility are also something that Indeed prioritizes, and I’m proud to work for a company that truly cares about inclusion and different cultures.

Even though I lean more toward the introverted side, I still feel a strong sense of pride and responsibility to uplift my heritage. Sometimes this shows up in subtle ways, like bringing vibrant energy to the team… or at least trying to! Occasionally, I’ll throw in a joke, and sometimes no one laughs, but then I remember: jokes don’t always translate well (That’s not going to stop me from trying!).

Through my years of working with people from different cultures, I’ve realized that while we all have our own quirks and cultural differences, respect is the universal language we all speak. I’ve been lucky enough to work in environments that embrace this diversity.

What advice would you give to UX designers starting out on their design system journey, especially in terms of looking for inspiration?

My biggest piece of advice for UX designers starting their design system journey is to focus not only on developing technical skills but also on honing your soft skills.

Of course, learning the basics of design systems and mastering the necessary tools is essential. You need to understand how components, patterns, and documentation work together to create a cohesive system. However, what will truly help you grow professionally is your ability to navigate the broader picture; this includes project management, communication, and leadership skills.

Design systems are collaborative by nature, so being able to work effectively with cross-functional teams, manage stakeholder expectations, and lead initiatives is just as important as the technical side. These soft skills will allow you to move projects forward, align your team, and communicate the value of design systems in a way that resonates with everyone.

Inspiration is everywhere—look beyond just design. Great design systems are a blend of creativity and organization, so find inspiration in architecture, nature, or even how other systems operate. What I love about design systems is that they’re not just a set of rules; they’re a mindset!

Diana Wolosin’s journey is a testament to the power of intention, diversity, and collaboration in the world of design systems. From leading innovations at Indeed to infusing her work with cultural awareness, she provides a roadmap for both established and budding designers looking to make an impact. Her insights remind us that at the heart of every successful design system is not just technical proficiency, but the ability to foster human connections and embrace new perspectives.

In wrapping up our conversation with Diana Wolosin, it’s clear that her approach to design systems is shaped not just by technical skill, but by a belief in the power of intention. For Diana, success begins with setting clear goals and mentally visualizing the outcomes she wants to achieve. This philosophy has influenced both her personal life and her professional journey, making her work in UX and design systems more thoughtful and purpose-driven.

Diana’s role at Indeed is no easy feat—managing and evolving such a large-scale design system requires constant innovation while juggling the challenges of technical debt. Yet, she and her team have found ways to stay ahead of the curve, using tools like Figma to refine their processes. Her approach underscores how crucial it is to not only adapt to new technologies but to balance that with maintaining a system’s integrity.

What stands out most about Diana is how her cultural background shapes her design philosophy. As a Colombian immigrant, she brings a deep sense of inclusivity and empathy into her work, making sure that the design systems she creates reflect diverse user needs. For Diana, it’s about more than building components—it’s about fostering connections, creating for all, and inspiring continuous growth in both herself and the community around her.

Diana’s story serves as a reminder that success in design is as much about personal growth as it is about technical ability. Her commitment to inclusivity, her ability to balance innovation with practicality, and her unique perspective rooted in her cultural experiences make her an inspiration for both seasoned designers and those just starting out. Her journey shows that with the right mindset, anyone can create impactful, lasting systems that make a difference.