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Like many networks, design systems are subject to the cold start problem.
When done well, design systems benefit from network effects, the idea that the product itself becomes more valuable as the number of users increases, creating a self-sustaining cycle. We see this with companies that have mature design systems at the largest scales, like Atlassian, Spotify, IBM, and more.
But the inverse is true too: when these kinds of products begin, they have very little value—and sometimes none at all.
Venture capitalist Andrew Chen calls it “the cold start problem” in his book of the same name. It’s the “difficulty of achieving critical mass in the early stages of the product’s lifecycle when there aren’t enough users [in the network] to create momentum.”
Here are the 5 phases of a network product like a design system:
Cold Start Phase: The product struggles to attract its first users.
Tipping Point Phase: The product hits critical mass, and growth accelerates.
Escape Velocity Phase: The network becomes self-sustaining and hard to dislodge.
Maturity Phase: Growth slows as the network reaches saturation.
Renewal or Decline Phase: The product either reinvents itself or loses relevance.
How do you get your design system to overcome the cold start problem? Here’s the framework:
Build the smallest unit of a functional network—an “atomic network”—e.g., a group of users who derive immediate value from the product.
Find ways to scale the atomic network to reach the tipping point.
Focus on depth of interaction within the network before expanding.
Some strategies to get past the cold start phase:
Piggybacking: Leverage an existing platform or network, e.g. tying design system components or process into a content management system or a migration effort.
Manual Seeding: Directly recruit users or create content to jumpstart activity.
Incentives: Offer rewards to early adopters, like swag or getting public shout-outs.
In the next article, I’ll share an allegory that spells out in detail exactly how an enterprise organization overcomes their cold start problem.
