The story of black buttons in LOKO
When I came to LOKO, it was a marshmallow pink-purple application without character.
After some time, the need arose to create a UI vision for LOKO.
In parallel, one of the key tasks of manager Olenka Nayda was to build consistency and design principles for the Silpo product ecosystem.
Another thing that was valuable from a business perspective was accessibility.
I needed to take Silpo's design system, but make it fit the LOKO vision.
Buttons are a common component for Silpo and LOKO.
However, the color of the buttons and, in principle, the color coding of the application - this was a task for me.
I wanted to abandon pink in non-CTA elements, because one of the principles of the vision was “Attention management”, and a large amount of pink obviously did not allow this to be done. The pink buttons will remain for key actions for ordering.
Knowing that the LOKO brand is a rock and roll brand, I came with black buttons.
The first pillar I went through was Olenka. I enlisted her support and went on to sell.
Everyone's arguments were that LOKO was losing its brand.
I could sell through the argument of attention management, which I sometimes did. But "Alchemy" is my favorite book and I often read about NLP, so I went through a large number of touches to sell the idea (I dropped screenshots, showed raw versions, involved in workshops, showed buttons in contexts) and started selling through associations with rock and roll. When I sold this idea to Dana Vasylashko, who challenged them for a long time, he started selling them to top management.
The story with the buttons is an example of where people comment on what is easy for them to comment on.
For example, logic needs to be thought out and is left to the product team to fight back. And colors or other UI can be criticized. This is correct, because colors are a brand. But in the end, people do it because they want to control something. So the sooner you involve other people to ask their opinion, the easier it will be for you to sell the concept.
I remembered this story because recently Rostik, who is doing UI vision for Uklon, came to me with the question: “What should I do if I believe in these pixels for margins, but the design team doesn’t really.” And I told him that if he, as a person we consider a visionary, believes in them, then this is enough to make a decision.