EndeavourX’s design transformation with Figma

Meet EndeavourX, the digital arm of Endeavour Group, an Australian powerhouse in the retail and hospitality sector.

This agile team is dedicated to creating personalised and memorable experiences for their customers and 30,000 team members spread across retail stores, hotels, and wineries.

With more than 350 venues and 1700 outlets across the BWS, Dan Murphy’s, and Jimmy Brings brands, EndeavourX is no stranger to making things happen on a grand scale.

But what sets them apart is a commitment to creating a more sociable future together, a vision they are bringing to life with the help of Figma. Designers at EndeavourX found themselves saving three hours per week collaborating with other designers.

Embracing a new era of design

Hallan Moulin is Chapter Lead UI at EndeavourX. He’s a design leader with a knack for simplifying processes and empowering his team and is at the forefront of EndeavourX’s transformation.

“My role is designed to support all brands of EndeavourX portfolio with UI capabilities,” Hallan says.

“Apart from my day-to-day management, I am the Chapter Lead in charge of tools and technical foundations. My strategic projects involve embedding myself within the company to bring a design leadership lens to business transformation and business continuity.”

Together with fellow UI Chapter Lead Sharyn Persijn, Hallan leads a team of 14 UI Designers. They support the work and UI capability of all other multi-disciplined designers within their design practice, led by Vida Asrina Dhulst.

The duo spearheaded the migration to Figma and, after seeing positive operational results, now champion its use across the business.

Empowering teams with Figma

The dynamic team at EndeavourX is composed of designers, business analysis, delivery, and Agile coaches.

With the design practice having over 45 multidisciplinary designers, they have capabilities in service design (SD), user experience (UX), user interface (UI), and conversion rate optimisation (CRO).

When their team expanded from 10 to over 45 designers in just 2 years, they realised they needed a tool that would consolidate their processes, foster collaboration, and propel them into the future of design.

Enter Figma.

Figma has become instrumental in the UI aspect of their work, but their involvement now also extends to UX, Business Analysis, Quality Assurance, Delivery and Product teams, where Hallan led an internal initiative to support non-designers on how to best use Figma.

Why EndeavourX chose Figma:

• Tool consolidation: EndeavourX was able to replace four separate tools with just one: Figma. This not only streamlined operations but also made financial sense.
• Admin and procurement management: Centralised permission and workspace permissions in Figma made it easier to manage licences and security across different departments.
• Talent acquisition: As Figma became an industry favourite, EndeavourX wanted to ensure that their team was empowered with the right tools. Adopting Figma helped EndeavourX remain competitive with the top design talent in Australia.
• Collaboration and scalability: Figma's cloud-based platform fostered collaboration and helped EndeavourX’s design practice keep up with industry trends. Its scalability was also crucial as the team continued to grow.

Figma in action

EndeavourX uses Figma’s Enterprise plan for wireframing, prototyping with high-fidelity design, and as a final file for sharing with engineers.

Realising an opportunity to improve design operations, Hallan formed a Figma Working Group consisting of multi-disciplined designers.

Their objective? To streamline the filing system and information architecture utilised by their teams, empowering them to discover independent solutions.

Here's their story, told through the numbers:

Designer's delight

Designers at EndeavourX found themselves saving precious hours every week. On average, they saved:

• 1.6 hours per week collaborating with business analysts, delivery leads, and non-designers
• 2.6 hours per week on general UI work
• 3.1 hours per week collaborating with developers
• 3 hours per week collaborating with other designers

Developers dig it too

Front End Developers at Endeavour are also reaping the benefits of Figma. Almost half of them (46.2%) have tried Dev Mode.

The impact on their work? A whopping 92% agree that Figma makes collaborating with designers more efficient, and 60% find the code snippets under Inspect/Dev Mode helpful.

What's more, 84% feel more confident collaborating with designers via Figma, and 53% believe that Figma aids in their collaboration with other stakeholders, like business analysts and delivery leads.

“Figma is bringing designers and devs closer with every new release, and this translates into business efficiencies and stronger cross-collaboration for a more streamlined speed to market,” says Hallan.

The future looks bright at EndeavourX

EndeavourX’s Figma journey is a testament to the power of collaboration and creativity.

By choosing Figma, they have not only transformed their design process but also driven growth and operational efficiencies within their team.

They're currently exploring the use of variables and advanced prototyping in design by upskilling the UI design team through their UI Design Academy, a monthly learning and development ritual.

While the team boasts a strong background in visual and creative design, there's an ongoing effort to develop "dev-signer" technical expertise among the UI designers.

The design team is also excited about the possibilities that lie ahead with Figma.

“As UI designers, we can use many tools to bring a human-centred design approach to our work. Today, we choose Figma to help us run our design practice more efficiently,” explains Hallan.

“On top of helping us with technical capabilities, Figma is a strong pillar that supports our ways of working in cross-functional teams.”