The Constellation Design Framework is built upon three critical foundations: Principles, Team Structures and Design Strategies. These three elements work in harmony to define how design operates within an organization.
Design Strategies introduce five key strategic models: Polaris, Orion, Vega, Andromeda, and Lyra; that help teams align brand, systems, and operational strategy. Team Structures details how design teams are formed, categorized into Aquila (Centralized), Phoenix (Embedded), Draco (Flexible), Cygnus (Contractual), and Orionis (Hybrid) teams.
By combining these two foundational aspects, organizations can begin to derive ecosystem patterns that best fit their needs. Whether an organization prioritizes flexibility, scalability, consistency, or adaptability, Constellation Design offers a structured way to navigate the complexities of modern design teams.
What is a design ecosystem?
A Design Ecosystem is the cumulative result of how an organization’s team structures and design strategies interact to drive design decisions at scale. Just as natural ecosystems are made up of interdependent organisms, a design ecosystem consists of interconnected teams, systems, and strategies that evolve to support both business goals and end-user experiences. When a design organization has built a design ecosystem, it has essentially built a Constellation within the framework. Most companies already utilize many of these concepts but there hasn't been a framework that can provide guidance up until now.
A well-defined Design Ecosystem ensures that:
- Design teams are structured efficiently to meet organizational goals and user needs.
- Strategic alignment exists between branding, product, and operational teams.
- Design teams are structured efficiently to meet organizational goals and user needs.
- Processes scale seamlessly as organizations grow, preventing fragmentation.
- Business and user needs remain at the center, guiding design execution across multiple platforms and touchpoints.
How Team Structures and Design Strategies and work together
A Design Ecosystem emerges when an organization's Design Strategies and Team Structures are purposefully combined to drive scalable and impactful design solutions. By strategically aligning the way teams are organized with the approach they take to design execution, organizations can create a system that fosters innovation, enhances collaboration, and ensures that design remains an essential driver of both business success and user experience. The Constellation Design Framework provides a roadmap for constructing a design ecosystem that adapts to evolving needs while maintaining clarity, cohesion, and scalability.
- Understanding Alignment: Each organization has a unique balance of structure and strategy. Some may require the independent alignment of Polaris while others benefit from the seamless integration of Orion.
- Adapting to Business Needs: A large enterprise with a centralized Aquila structure may find Polaris the best strategy for maintaining brand and system consistency, whereas a smaller, embedded Phoenix team may function better within the Orion strategy.
- Evolving Ecosystems: As organizations scale, their structures and strategies evolve. This framework allows for adaptation, ensuring design remains a key driver of business success.
The combination of Design Strategies and Team Structures creates a Design Ecosystem Pattern tailored to an organization’s scale, objectives, and operational needs.
