Managing design 2018

1. Design
leads I N T O
Design
leaders C A S S K E L S A L L
C A S T K R
T R A N S F O R M I N G

2. Design leads
Design leaders
C A S S K E L S A L L
C A S T K R

3. Draw an
effective leader
2 M I N U T E S

6. Empathetic
01

7. Empowering &
supportive
02

8. Role model
03

9. Experienced &
knowledgeable
04

10. Open
05

11. Integrity
06

12. Carves a path
07

13. Visionary
08

14. Communicates
09

15. Confidence
10

16. Leadership traits
Empathetic
Empowering &
supportive
Role model
Experienced &
knowledgeable
Open
Integrity Carves a path Visionary Communicates Confidence

17. Leadership = change

18. CEO
CIO
CMO
COO
CTO
CFO
CXO CHIEF EXPERIENCE OFFICER

19. empathise collaborate experiment fail & learn

20. 83%of organisations say it
is important to develop
leaders at all levels.
have fully implemented
development programs
at all levels.
B U T O N L Y
Source:BrandonHallGroup–DDI:StateofLeadershipDevelopmentsurvey/Borderlessleadershipdevelopmentsurvey
of leadership development
programs are perceived to
be ineffective.
A N DA W E S O M E !
5% 55%

21. Seek practice
opportunities daily

22. I’m a design lead and I…
am a
design
thinker
am a
systems
thinker
ask
questions
tell
stories
design
products
think
divergently
seek
feedback
solve
problems
am
customer
centric
am
curious

23. Actively
involve
people
I am a
design
thinker
Empowering &
supportive
Visionary
I seek
feedback
01

24. Increase
your
influence
I am
customer
centric
Communicates
Empathetic
I am
curious
02

25. Map your stakeholders
D E S I G N K N O W L E D G E
SUPPORT&BELIEF
LOW
HIGH
HIGH

26. Map your stakeholders
D E S I G N K N O W L E D G E
SUPPORT&BELIEF
GM
Head of Digital
CMO
Tech lead
CIO
Product owner
LOW
HIGH
HIGH

27. Map your stakeholders
D E S I G N K N O W L E D G E
SUPPORT&BELIEF
GM
Head of Digital
CMO
Tech lead
CIO
Product owner
How critical
to your
success?
LOW
HIGH
HIGH

28. Map your stakeholders
D E S I G N K N O W L E D G E
SUPPORT&BELIEF
GM
Head of Digital
CMO
Tech lead
CIO
Product owner
How critical
to your
success?
LOW
HIGH
HIGH
C H A M P I O N S
C O N S C I E N T I O U S
O B J E C T O R S
S K E P T I C S
E A G E R
C H E E R L E A D E R S

29. Michelle Xxxxx
CMO
I have a million competing priorities, but right now
I need to focus on initiatives that measure up
against meaningful KPIs.
“
Strength of relationship
Weak Strong
Design knowledge
Technical knowledgeFrequency of contact
Low High
Key pain points
Influenced by
Head of Digital: Rachel Xxxxxxx
Cautious, rational and focused on what is
correct. Plans ahead and is concerned
about accuracy.
Communication style COMPLIANT
• Leveraging data
• Tension with CTO
• Double dipping, too many agencies
Needs / tips: Provide facts & details / always keep her informed / follow up within 24
hrs / her KPIs are customer acquisition & retention / drinks flat white
Team size 25
LOGO
Create personas

30. Storytelling.
Frame it to
nail it
I tell
stories
Carves a path
Visionary
I design
products
03

31. character
conflict
resolution
user
challenge
solution

32. EXPOSITION
Set the scene,
once upon a time
INCITING INCIDENT
Reveal the conflict
RISING ACTION
Highlight obstacles
and tension
There’s no going
back now!
FALLING ACTION
Fill in the blanks
and detail
RESOLUTION
Reveal your solution!
DENOUMENT
Here’s your action
plan, happily
ever after
CLIMAX
Try a storytelling framework
F R E Y T A G ’ S P Y R A M I D

33. Leave out the
boring parts
& kill your
darlings
Stephen King
“

34. Get down
to business
I am a
systems
thinker
Confidence
Experienced &
knowledgeable
I solve
problems
04

35. G O A L
Growth, driving
revenue
Connect customer value
to business value
V A L U E D R I V E R T R E E
O U T C O M E S
V A L U E
L E V E R S
V A L U E
D R I V E R S
K E Y
M E T R I C S
Customer
acquisition
Attract new users with
new product/service
Micro-subscriptions Acquisition rate (%)
Unique visitors (% / #)
YOUR
SOLUTION
HOW
YOU’LL
MEASURE
IT
Net Promoter Score (NPS)
Recurring visits (%, #)
B U S I N E S S
V A L U E
C U S T O M E R
V A L U E
Fun, relaxation,
entertainment
Variety, flexibility,
simplicity
Unique & personalised
user experience
Value for money,
freedom of choice

36. Know what
you don’t
know
I ask
questions
Integrity
Confidence
I seek
feedback
05

37. C O M P E T E N C E
C R E D I B I L I T Y
How you judge
yourself
How others
perceive you
Your ability to do
something
S E L F - C O N F I D E N C E
Confidence

38. Mount stupid
Valley of
despair
The slope of
enlightenment
Know
nothing
C O N F I D E N C E
E X P E R I E N C E / K N O W L E D G E0%
100%
100%
Guru.
It’s bloody complicated.
Ah… this is
tricky
less experienced
OVER estimate their abilities
Know what you don’t know
T H E D U N N I N G - K R U G E R E F F E C T
More experience
UNDER estimate themselves

39. Commit to
speaking
early
I ask
questions
Confidence06

40. More
yes and
less no but
07
‘ ’
‘ ’
Open
I solve
problems

41. Bring your
A -game
08 Confidence
I am
customer
centric

42. Y O U
⃞ I ask for feedback and support
⃞ I am actively self-aware
⃞ I feel confident making
decisions amid ambiguity
⃞ I take calculated risks and
make the first move
⃞ I learn new things every day
⃞ I am accountable for
my words and actions
How am I doing?
Y O U + T E A M
⃞ I take on other people’s
ideas and opinions
⃞ I take the time to understand
how others are feeling
⃞ I instill a sense of purpose
and belonging in others
⃞ I champion people and
put them first
⃞ I help others to grow
and achieve

43. Mount stupid
Valley of
despair
The slope of
enlightenment
Know
nothing
C O N F I D E N C E
E X P E R I E N C E / K N O W L E D G E0%
100%
100%
Guru.
It’s bloody complicated.
Ah… this is
tricky
How are you tracking?
T H E D U N N I N G - K R U G E R E F F E C T
Imposter
syndrome?

44. A design leader is…
Empathetic Empowering &
supportive
Role model Experienced &
knowledgeable
Open
Integrity Carves a path Visionary Communicates Confidence
customer
centric
asks
questions
principles
systems
thinker
thinks
divergently
solves
problems
design
thinking
tells
stories
curious
seeks
feedback

45. Leadership
belongs to those
who take it.
Leadership
starts with you.
Sheryl Sandberg
“
C A S S A N D R A K E L S A L L
@ C A S T K R