Design systems

Ink Design System

Introducing a new design language and cross-platform experience for the #1 digital paper experience on the market, GoodNotes. New cross-platform features have been added to create a seamless experience for users no matter what device they are on.

Client

GoodNotes

Year

2022

Shell MarketHub Design System

Designing, documenting and establishing a comprehensive design system and user experience for Shell MarketHub, a $19B e-commerce platform. As their first foray into e-commerce it was crucial to get this system right so we could build at pace with the approval of Shell Brand and adhering to WCAG 2.1 guidelines.

Client

Shell

Year

2020

Honey Design System

While on a contract to redesign landing pages, I paved a new path forward for internal alignment, rapid prototyping and beautiful experiences with this web-focused design language and system that breaks out of Sketch and starts a conversation between design and engineering.

Client

Hive Home

Year

2018

Simple always wins

I’m Maxwell, a product designer based in London with over 10 years of experience in web, mobile apps, and design systems.

I have created smart, clear, and impactful designs for a range of organisations including household names like Lego, Activision, Shell, Gap, United, European Union and IBM.

Grab my resume.

Select case studies

Theft Insurance Flow Redesign

An unsolicited redesign for a European bike hire app exploring how we could increase sign-ups for theft insurance during checkout.

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GoodNotes Design Leadership

Building a Design System and DesignOps process and leading a high-performing team of 12 designers remotely with GoodNotes.

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MarketHub 2.0

Discover how I transformed Shell's $19 billion B2B e-commerce platform, enhancing user experience and owning its design system.

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Global Traceability Platform

I was hand-picked to deliver end-to-end traceability for bottles, cartons and pallets on a global key account—within 4 months.

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LubePro Global

Redesign for LubePro Global, including a new iPad version to help advisors remain engaged with their customers during site visits.

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Honey Design System

Pitch, buy-in and launch of a design system including new JSON design tokens and re-alignment with original brand guidelines.

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“Maxwell is our design systems god.”

Anojan Sivaranjan

Product Designer, GoodNotes

Semi-recent writing

Trend: Huge Headlines

Huge headlines are full-width titles on a website. They go edge-to-edge, and throw anything Dieter Rams has said (about how to introduce your brand) out the window.

Lessons: Creating 3 Design Systems

Thousands of design tokens explored, hundreds of components built and rebuilt and countless refactors as I've learned the best ways to do things. As I prepare for my 4th system, I reflect on what works because sometimes time really is money.

Brief History: Web Fonts

Before the web font era, designers showed great caution in using fonts in print thoughtfully to provide a consistent voice, tone and distinction that sets their clients’ work above the clamour of competing works. This level of care now spills into web design, bringing fonts to the masses online.

Other projects

Perrine Honoré

—

Website

Refashioned

—

Gap

—

UI/UX

Believe Dance

—

Website

Lawton Comms Group

—

Website

European Union

—

McFoodies

—

Advertising

Emirates

—

Advertising

Smartshares

—

Website

ASCO

—

Branding

PostMark

—

Marketing

Peahen Books

—

Branding

Clients / worked with

Currently

I’m preparing for a move to Copenhagen, Denmark. I’m also working with Bikes in Schools to get kids in New Zealand back on bikes, and with Zigloa to simplify food labelling compliance.

More about me