Building a design system
OVERVIEW
As our product ecosystem scaled, we needed a unified, token-driven design system to reduce inconsistencies and improve efficiency. This case study outlines the methodology behind building a structured system using clear naming conventions and layered token categorization.
Tokens were organized into four logical groups:
Brand – core values like colour and typography
Alias – contextual applications of brand tokens
Mapped – semantic roles (e.g., surface/action)
Responsive – adaptive rules for layout and spacing
Brand
Alias
Mapped
Responsive
Applying tokens to components.
Breakdown
Each token category is structured to enable optimal scalability across platforms and use cases.
TOKEN-AWARE UI ELEMENTS
Example components
Built for Everyone.
Accessible
Making accessibility a default standard across all components and modules.
Reusable Functional Modules.
Result
Components were assembled into reusable modules within our CMS, enabling page authors to build consistent yet flexible layouts across Amazon Jobs.
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