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No One Team Should Have All That Power (Expanded Version)

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In the product development process, we understand that design is important. So the next question is: who owns design in the product development process?

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No One Team Should Have All That Power (Expanded Version)

  1. 1. No one team should have all that power Understanding who owns design in the product development process Monet Spells - @OhMonet
  2. 2. A Little About Me @OhMonet | monet.spells@gmail.com Hi, I’m Monet Spells! Professional Background Computer Science + Web Dev Product Manager @ NYC start up UX Designer + Studying HCI
  3. 3. Shift in Design Thinking
  4. 4. Our Initial Design Definition Aesthetics, look, and feel Popular interaction trends Style guides Consistent branding Monet Spells - @OhMonet
  5. 5. Design is really about problem solving. It offers a more sophisticated perspective on modern business challenges than traditional spreadsheet-based approaches. Robert Safian, Fast Company Monet Spells - @OhMonet
  6. 6. Who Owns Design? So...how do teams share ownership of design? Developers? Designers? Marketing? Stakeholders? Product? Everyone owns design. Monet Spells - @OhMonet
  7. 7. The Models
  8. 8. Waterfall Approach Users QA Developers Support Product Design Designers Stakeholders A waterfall approach is a linear-sequential design process in which features are handed off from one phase or team to another. - Features start with design - Maintenance ends with users “No one [team] should have all that power.” - Kanye West Monet Spells
  9. 9. Our Initial Design Approach An initial design approach focused on users and design as important, but distinct, entities. “No one [team] should have all that power.” - Kanye West Users - Begins with users or design - Bridges, like product managers QA Developers Support Product Design Designers Stakeholders Marketing Monet Spells
  10. 10. The idea of a design driven company is that design is for the entire company, not just designers but for engineers also. Mark Delamere, Dropbox Product Designer (former) “Why Design Driven Companies Thrive” by HUGE Monet Spells - @OhMonet
  11. 11. Design-Driven Approach A design-driven approach focuses simultaneously on users and design, understanding that they balance and guide one another. - Begins with users and design - All teams are guided by design Designers MarketingDevelopers QA Support Product Stakeholders Users Design Monet Spells - @OhMonet
  12. 12. Design driven companies make a point of putting design into the boardrooms, the metrics, and into the values of a company. Matthew Loyd, Mosey Founder & CEO “Why Design Driven Companies Thrive” by HUGE Monet Spells - @OhMonet
  13. 13. Characteristics of Design-Driven Teams Positive impact on brand Teams have an equal voice Embedded user- centered design Healthy balance between parts of the company Monet Spells - @OhMonet
  14. 14. Over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 228%. Michael Westcott, Design Management Institute (2014) Monet Spells - @OhMonet
  15. 15. Design-Driven Companies Companies lead by “Dynamic Duos” (CEO-Designer partnerships) Fast Company, Design Monet Spells - @OhMonet
  16. 16. What have we learned?
  17. 17. Lessons Learned Align on a vision, mission, and goals Eliminate bottlenecks for efficiency sake Always consider the user’s experience Empower everyone to contribute to design Monet Spells - @OhMonet
  18. 18. Considerations Establish how final calls are made Recognize unique forms of design in action Embrace this transitional process Use design as a language for conflict resolution Monet Spells - @OhMonet
  19. 19. How are you design- driven?
  20. 20. Thank you! monet.spells@gmail.com - @OhMonet - monetspells.com

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