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Shaping Organizations to Deliver 
Great User Experiences 
Peter Merholz 
e: peterme@peterme.com 
t: @peterme 
Monday, September 15, 14
My career path (and maybe yours?) 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
I taught myself HTML! 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
I taught myself HTML! 
I seem to have a knack for information architecture. And I can draw black 
and white boxes on a screen. 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
I taught myself HTML! 
I seem to have a knack for information architecture. And I can draw black 
and white boxes on a screen. 
These “requirements” don’t make sense. I’m going upstream. 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
I taught myself HTML! 
I seem to have a knack for information architecture. And I can draw black 
and white boxes on a screen. 
These “requirements” don’t make sense. I’m going upstream. 
My strategy is informed by user research! It’s impeccable! 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
I taught myself HTML! 
I seem to have a knack for information architecture. And I can draw black 
and white boxes on a screen. 
These “requirements” don’t make sense. I’m going upstream. 
My strategy is informed by user research! It’s impeccable! 
Even with a great strategy and practicing good design, the ultimate 
outcome is crappy. Why? 
Monday, September 15, 14
My career path (and maybe yours?) 
I have an anthropology degree. How can I get a job? 
Multimedia seems cool. Ooh, the Web! 
I taught myself HTML! 
I seem to have a knack for information architecture. And I can draw black 
and white boxes on a screen. 
These “requirements” don’t make sense. I’m going upstream. 
My strategy is informed by user research! It’s impeccable! 
Even with a great strategy and practicing good design, the ultimate 
outcome is crappy. Why? 
Oh, right. “Culture eats strategy for breakfast.” 
Monday, September 15, 14
Monday, September 15, 14
Monday, September 15, 14
When I started 
PD 
PD 
PD 
PD 
PD PD 
PD PD 
PD 
PD 
PD 
PD 
PD 
PD 
PD 
CD 
CD 
CD CD 
CD 
CD 
CD 
CD 
UXR 
UXR 
UXR 
PjM 
VP 
Monday, September 15, 14
When I started 
CD 
CD 
CD CD 
CD 
CD 
CD 
CD 
UXR 
UXR 
UXR 
PjM 
VP 
PD 
PD 
PD 
PD 
PD PD 
PD PD 
PD 
PD 
PD 
PD 
PD 
PD 
PD 
Monday, September 15, 14
Internal Services 
Your in-house agency 
Project-based, organized by function 
PROS 
Strong design community 
Wide range of projects 
Design costs understood 
CONS 
Design is not strategic 
Little influence on important 
“upstream” decisions 
Designers easily dismissed 
Us vs Them 
Monday, September 15, 14
Monday, September 15, 14
Decentralized and Embedded 
Monday, September 15, 14
Decentralized and Embedded 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
DESIGN 
Decentralized and Embedded 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
P 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
D 
Monday, September 15, 14
Decentralized and Embedded 
D 
P P 
E E 
E E 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
D 
Monday, September 15, 14
Decentralized and Embedded 
D D 
D 
P P P 
E E 
E E 
E E 
E E 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
D D 
D D 
P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
D D D D 
D 
P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
DD D D D D 
D 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
Decentralized and Embedded 
Everyone Gets A Designer! 
Program-based 
PROS 
Design included throughout 
entire lifecycle 
Part of the team 
CONS 
One narrow problem for a long 
time 
Lonely 
Fractured user experience 
Monday, September 15, 14
Monday, September 15, 14
I opted for a different model 
Monday, September 15, 14
Organize for the 
customer journey 
Monday, September 15, 14
Think in terms of design teams 
Monday, September 15, 14
Booking GIG Funnel Opt 
Homepage Goods 
P13n Email 
LUGC 
Pull 
Reserve 
Gifting Social Redemption 
Merchant 
Pages 
City Guides 
SEO 
Global 
Header 
Goods L 
and S 
iPhone Android 
Getaways 
Search iPad 
Touch 
BPOS 
BPRO 
Payments 
Sinai 
Search 
Merchant S3 
Center 
Booking 
Engine 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
Display 
BWeb Quantum 
Lead 
Unified 
Coffee Customer 
Deal Estate Deal Wizard 
Service 
GWorks Deal Preview 
Subscripton 
s 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Mobile 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Mobile 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Deal Preview 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Deal Preview 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
Deal Preview 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
DD D D D D 
D 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
S S 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
D D D 
DD 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
Centralized Partnership 
S S 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
D D D 
DD 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
Centralized Partnership 
Best of both worlds 
Organized for the customer journey 
Design teams maintain commitment across a 
meaningful set of products/features. 
Yet centralization helps maintain a holistic view across 
the entire customer experience. 
Side benefit: inevitable re-orgs don’t disrupt the 
customer experience. 
Monday, September 15, 14
Structure of each team 
4-7 folks 
Singular strong leadership 
• Manages down – gets the most and best out of their team 
• Manages across – collaborates with cross-functional partners 
• Manages up – presents to executives and other stakeholders 
Best organized around business problems, not functions 
Spread of skills – strategy, planning, research, IxD, IA, 
visual design, prototyping 
Monday, September 15, 14
Teams at multiple levels 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Prototypin 
g 
Marketing 
Design 
Monday, September 15, 14
Teams at multiple levels 
Consumer 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Prototypin 
g 
Marketing 
Design 
Merchant 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
If you’re designing for this... 
Monday, September 15, 14
If you’re designing for this... 
Then it is senseless to have marketing and product/UX 
design on different teams. 
It’s all the same customer journey. 
Monday, September 15, 14
The next hurdle I faced... 
Monday, September 15, 14
A common project plan... 
Monday, September 15, 14
A common project plan... 
Monday, September 15, 14
Initial 
Insight 
A common project plan... 
Monday, September 15, 14
Initial 
Insight 
A common project plan... 
I have an 
idea! 
Monday, September 15, 14
A common project plan... 
I have an 
idea! 
Initial 
Insight Plan 
Monday, September 15, 14
A common project plan... 
Here’s what it 
needs to do. 
I have an 
idea! 
Initial 
Insight Plan 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution 
Here’s what it 
needs to do. 
I have an 
idea! 
Initial 
Insight Plan 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution 
User test 
Here’s what it 
needs to do. 
I have an 
idea! 
Initial 
Insight Plan 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution Refine 
User test 
Here’s what it 
needs to do. 
I have an 
idea! 
Initial 
Insight Plan 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution Refine 
User test Build 
Here’s what it 
needs to do. 
I have an 
idea! 
Initial 
Insight Plan 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
User test Build 
Here’s what it 
needs to do. 
I have an 
idea! 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
User test Build 
Analyze 
Here’s what it 
needs to do. 
I have an 
idea! 
Monday, September 15, 14
A common project plan... 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
User test Build 
Analyze 
Here’s what it 
needs to do. 
I have an 
idea! 
Wait... How 
do we know if 
we’re 
successful? 
Monday, September 15, 14
A slightly more enlightened plan... 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
User test Build 
Analyze 
Monday, September 15, 14
A slightly more enlightened plan... 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
User test Build 
Analyze 
Let’s try some 
stuff out first! 
Monday, September 15, 14
A slightly more enlightened plan... 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
Sketch 
options 
User test Build 
Analyze 
Let’s try some 
stuff out first! 
Monday, September 15, 14
A slightly more enlightened plan... 
Prototype 
solutions 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
Sketch 
options 
User test Build 
Analyze 
Let’s try some 
stuff out first! 
Monday, September 15, 14
A slightly more enlightened plan... 
Prototype 
solutions 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
Let’s try some 
stuff out first! 
Monday, September 15, 14
Teams with strong leadership enable... 
Prototype 
solutions 
Flesh out 
solution Refine 
Initial 
Insight Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
Monday, September 15, 14
Prototype 
solutions 
Flesh out 
solution Refine 
Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Definition 
Strategy and plan, 
aka “Build the right thing.” 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Definition Execution 
Strategy and plan, 
aka “Build the right thing.” 
Working through tradeoffs to deliver optimal solution, 
aka “Build the thing right.” 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Plan Ship 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Definition Execution 
Plan Ship 
Definition / Requirements 
Iterative design 
Implementation 
Strategy and plan, 
aka “Build the right thing.” 
Working through tradeoffs to deliver optimal solution, 
aka “Build the thing right.” 
Understand 
the market 
Product 
Strategy 
Ideation/Generation 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Definition Execution 
Definition / Requirements 
Iterative design 
Implementation 
Strategy and plan, 
aka “Build the right thing.” 
Working through tradeoffs to deliver optimal solution, 
aka “Build the thing right.” 
Understand 
the market 
Product 
Strategy 
Ideation/Generation 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Sketch 
options 
Test 
prototypes 
User test Build 
design makes strategy concrete 
Plan Ship 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Definition Execution 
Plan Ship 
Definition / Requirements 
Iterative design 
Implementation 
Strategy and plan, 
aka “Build the right thing.” 
Working through tradeoffs to deliver optimal solution, 
aka “Build the thing right.” 
Understand 
the market 
Product 
Strategy 
Ideation/Generation 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
design makes strategy concrete design supports delightful, engaging experiences 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Initial 
Insight 
Monday, September 15, 14
Definition Execution 
Initial 
Insight Plan Ship 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Prototype 
solutions 
Flesh out 
solution Refine 
Sketch 
options 
Test 
prototypes 
User test Build 
Analyze 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
That said... 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
It’s better to iterate here... 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
It’s better to iterate here... 
Monday, September 15, 14
Definition Execution 
Understand 
the market 
Product 
Strategy 
Prototype 
Customer 
empathy Ideation 
Experience 
strategy 
Initial 
Insight 
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. 
Plan 
It’s better to iterate here... 
...than here 
Monday, September 15, 14
This doesn’t seem very lean/agile 
Be wary of people espousing methodologies. 
Typically, they are crutches to free people from 
critical thinking. 
Also, they’re focused on execution (i.e., once you 
already have a plan). 
(Designers are remarkable at limiting their own impact.) 
And, it doesn’t address the truly fundamental challenge 
facing design and UX, which is organizational. 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Gimme! 
Gimme! Gimme! 
Pull Reserve 
LUGC 
Gimme! 
Gimme! 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Gimme! 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Gimme! 
Deal Estate 
Coffee 
Gimme! 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Gimme! 
Gimme! 
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Gimme! 
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Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Gimme! 
Gimme! Gimme! 
Pull Reserve 
LUGC 
Gimme! 
Gimme! 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Gimme! 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Gimme! 
Deal Estate 
Coffee 
Gimme! 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Gimme! 
Gimme! 
Gimme! 
Gimme! 
Gimme! 
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Gimme! Gimme! 
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Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Gimme! 
Gimme! Gimme! 
Pull Reserve 
LUGC 
Gimme! 
Gimme! 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Gimme! 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Gimme! 
Deal Estate 
Coffee 
Gimme! 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Gimme! 
Gimme! 
Gimme! 
Gimme! 
Gimme! 
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Gimme! Gimme! 
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Monday, September 15, 14
Working with partner teams 
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Gimme! 
Gimme! Gimme! 
Pull Reserve 
LUGC 
Gimme! 
Gimme! 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Gimme! 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Gimme! 
Deal Estate 
Coffee 
Gimme! 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Gimme! 
Gimme! 
Gimme! 
Gimme! 
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Don’t understand the ‘costs’ of design 
Don’t have control over their own destiny 
So, lots of coordination and communication 
Monday, September 15, 14
Maintaining singular leadership 
As the design team grows, having a single leader 
becomes more difficult. 
Operational matters trump creative matters. 
Models from tech and journalism: 
• CTO and VP of Engineering 
• Editor-in-chief and Managing Editor 
Monday, September 15, 14
Designers can keep a lot 
of other people busy 
Monday, September 15, 14
Booking GIG Funnel Opt 
Homepage Goods 
P13n Email 
LUGC 
Pull 
Reserve 
Gifting Social Redemption 
Merchant 
Pages 
City Guides 
SEO 
Global 
Header 
Goods L 
and S 
iPhone Android 
Getaways 
Search iPad 
Touch 
BPOS 
BPRO 
Payments 
Sinai 
Search 
Merchant S3 
Center 
Booking 
Engine 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
Display 
BWeb Quantum 
Lead 
Unified 
Coffee Customer 
Deal Estate Deal Wizard 
Service 
GWorks Deal Preview 
Subscripton 
s 
Affiliate 
Monday, September 15, 14
Booking GIG Funnel Opt 
Homepage Goods 
P13n Email 
LUGC 
Pull 
Reserve 
Gifting Social Redemption 
Merchant 
Pages 
City Guides 
SEO 
Global 
Header 
Goods L 
and S 
iPhone Android 
Getaways 
Search iPad 
Touch 
Display 
GWorks Deal Preview 500-600 
BPOS 
BPRO 
Payments 
Sinai 
Search 
Merchant S3 
Center 
Booking 
Engine 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb Quantum 
Lead 
Unified 
Coffee Customer 
Deal Estate Deal Wizard 
Service 
PMs and 
engineers 
= 
Subscripton 
s 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
Prototypin 
g 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
Booking 
GIG 
P13n 
Funnel Opt 
Email 
Pull Reserve 
LUGC 
Social 
Gifting 
Redemption 
Merchant 
Pages 
Global SEO City Guides 
Header 
Homepage 
Goods 
Goods L 
and S 
Getaways 
Search 
iPad 
iPhone 
Android 
Touch 
Prototypin 
g 
BPRO BPOS 
Payments 
Sinai 
Search 
Booking 
Engine 
S3 
Merchant 
Center 
Mobile 
Merchant 
Getaways 
Extranet 
Getaways 
MR 
BWeb 
Quantum 
Lead 
Deal Wizard 
Unified 
Deal Estate 
Coffee 
Customer 
Service 
GWorks 
Platform 
Local 
Goods/ 
Getaways 
Mobile 
Core 
Merchant Merchant 
OS 
Internal 
Tools 
Brand 
Design 
User 
Research 
Deal Preview 
= 60 people 
Marketing 
Design 
Subscripton 
s 
Display 
Affiliate 
Monday, September 15, 14
With a 
1) centralized partnership, 
2) teams with strong leadership, 
3) influencing definition, and 
4) a relatively small team, 
you have leverage. 
Monday, September 15, 14
Leverage = Power 
Monday, September 15, 14
Leverage = Power 
There’s no reason design can’t be 
the driving force. 
We just need confidence, evidence, 
and commitment. 
Monday, September 15, 14
One more thing... 
Monday, September 15, 14
Decentralized and Embedded 
Monday, September 15, 14
Decentralized and Embedded 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
DESIGN 
Decentralized and Embedded 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
P 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
D 
Monday, September 15, 14
Decentralized and Embedded 
D 
P P 
E E 
E E 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
D 
Monday, September 15, 14
Decentralized and Embedded 
D D 
D 
P P P 
E E 
E E 
E E 
E E 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
D D 
D D 
P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
D D D D 
D 
P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
Decentralized and Embedded 
DD D D D D 
D 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
Centralized Partnership 
S S 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
D D D 
DD 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
Monday, September 15, 14
Technology 
Monday, September 15, 14
Technology Features 
Monday, September 15, 14
Technology Features Experience 
Monday, September 15, 14
Still stuck in a “features” world 
S S 
DP P P P P P 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E E 
E 
E 
E 
E 
DE 
D D D 
DD 
DESIGN 
PRODUCT 
MGMT 
ENGINEERING 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Leadership 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Search/ 
Browse 
Shopping 
Experience PLUS 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Gifting 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Product 
Page 
Gifting Merchandising 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Product 
Page 
Gifting Merchandising Sharing 
UGC/ Personalization Checkout 
Reviews 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Gifting Merchandising Sharing Social 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Gifting Merchandising Sharing Social Wishlists 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Gifting Merchandising Sharing Social Wishlists In-store pickup 
Monday, September 15, 14
S S 
Design 
Team 
D D D 
DD 
Shopping 
Experience 
Search/ 
Browse 
PLUS 
Product 
Page 
UGC/ Personalization Checkout 
Reviews 
Gifting Merchandising Sharing Social Wishlists In-store pickup Style guide 
Monday, September 15, 14
Thank you for your 
consideration. 
Peter Merholz 
e: peterme@peterme.com 
t: @peterme 
Monday, September 15, 14

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UX STRAT 2014: Peter Merholz, "Shaping Organizations to Deliver Great User Experiences"

  • 1. Shaping Organizations to Deliver Great User Experiences Peter Merholz e: peterme@peterme.com t: @peterme Monday, September 15, 14
  • 2. My career path (and maybe yours?) Monday, September 15, 14
  • 3. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Monday, September 15, 14
  • 4. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! Monday, September 15, 14
  • 5. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! I taught myself HTML! Monday, September 15, 14
  • 6. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. Monday, September 15, 14
  • 7. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream. Monday, September 15, 14
  • 8. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream. My strategy is informed by user research! It’s impeccable! Monday, September 15, 14
  • 9. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream. My strategy is informed by user research! It’s impeccable! Even with a great strategy and practicing good design, the ultimate outcome is crappy. Why? Monday, September 15, 14
  • 10. My career path (and maybe yours?) I have an anthropology degree. How can I get a job? Multimedia seems cool. Ooh, the Web! I taught myself HTML! I seem to have a knack for information architecture. And I can draw black and white boxes on a screen. These “requirements” don’t make sense. I’m going upstream. My strategy is informed by user research! It’s impeccable! Even with a great strategy and practicing good design, the ultimate outcome is crappy. Why? Oh, right. “Culture eats strategy for breakfast.” Monday, September 15, 14
  • 13. When I started PD PD PD PD PD PD PD PD PD PD PD PD PD PD PD CD CD CD CD CD CD CD CD UXR UXR UXR PjM VP Monday, September 15, 14
  • 14. When I started CD CD CD CD CD CD CD CD UXR UXR UXR PjM VP PD PD PD PD PD PD PD PD PD PD PD PD PD PD PD Monday, September 15, 14
  • 15. Internal Services Your in-house agency Project-based, organized by function PROS Strong design community Wide range of projects Design costs understood CONS Design is not strategic Little influence on important “upstream” decisions Designers easily dismissed Us vs Them Monday, September 15, 14
  • 17. Decentralized and Embedded Monday, September 15, 14
  • 18. Decentralized and Embedded Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 19. DESIGN Decentralized and Embedded PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 20. Decentralized and Embedded P E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews D Monday, September 15, 14
  • 21. Decentralized and Embedded D P P E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews D Monday, September 15, 14
  • 22. Decentralized and Embedded D D D P P P E E E E E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 23. Decentralized and Embedded D D D D P P P P E E E E E E E E E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 24. Decentralized and Embedded D D D D D P P P P P E E E E E E E E E E E E E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 25. Decentralized and Embedded DD D D D D D DP P P P P P E E E E E E E E E E E E E E E E E E E E DE DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 26. Decentralized and Embedded Everyone Gets A Designer! Program-based PROS Design included throughout entire lifecycle Part of the team CONS One narrow problem for a long time Lonely Fractured user experience Monday, September 15, 14
  • 28. I opted for a different model Monday, September 15, 14
  • 29. Organize for the customer journey Monday, September 15, 14
  • 30. Think in terms of design teams Monday, September 15, 14
  • 31. Booking GIG Funnel Opt Homepage Goods P13n Email LUGC Pull Reserve Gifting Social Redemption Merchant Pages City Guides SEO Global Header Goods L and S iPhone Android Getaways Search iPad Touch BPOS BPRO Payments Sinai Search Merchant S3 Center Booking Engine Mobile Merchant Getaways Extranet Getaways MR Display BWeb Quantum Lead Unified Coffee Customer Deal Estate Deal Wizard Service GWorks Deal Preview Subscripton s Affiliate Monday, September 15, 14
  • 32. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 33. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 34. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 35. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Mobile Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 36. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Mobile Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 37. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 38. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 39. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 40. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Deal Preview Subscripton s Display Affiliate Monday, September 15, 14
  • 41. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Deal Preview Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 42. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design Deal Preview Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 43. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 44. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 45. DD D D D D D DP P P P P P E E E E E E E E E E E E E E E E E E E E DE DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 46. S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 47. Centralized Partnership S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 48. Centralized Partnership Best of both worlds Organized for the customer journey Design teams maintain commitment across a meaningful set of products/features. Yet centralization helps maintain a holistic view across the entire customer experience. Side benefit: inevitable re-orgs don’t disrupt the customer experience. Monday, September 15, 14
  • 49. Structure of each team 4-7 folks Singular strong leadership • Manages down – gets the most and best out of their team • Manages across – collaborates with cross-functional partners • Manages up – presents to executives and other stakeholders Best organized around business problems, not functions Spread of skills – strategy, planning, research, IxD, IA, visual design, prototyping Monday, September 15, 14
  • 50. Teams at multiple levels Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Prototypin g Marketing Design Monday, September 15, 14
  • 51. Teams at multiple levels Consumer Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Prototypin g Marketing Design Merchant Monday, September 15, 14
  • 52. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 53. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 54. If you’re designing for this... Monday, September 15, 14
  • 55. If you’re designing for this... Then it is senseless to have marketing and product/UX design on different teams. It’s all the same customer journey. Monday, September 15, 14
  • 56. The next hurdle I faced... Monday, September 15, 14
  • 57. A common project plan... Monday, September 15, 14
  • 58. A common project plan... Monday, September 15, 14
  • 59. Initial Insight A common project plan... Monday, September 15, 14
  • 60. Initial Insight A common project plan... I have an idea! Monday, September 15, 14
  • 61. A common project plan... I have an idea! Initial Insight Plan Monday, September 15, 14
  • 62. A common project plan... Here’s what it needs to do. I have an idea! Initial Insight Plan Monday, September 15, 14
  • 63. A common project plan... Flesh out solution Here’s what it needs to do. I have an idea! Initial Insight Plan Monday, September 15, 14
  • 64. A common project plan... Flesh out solution User test Here’s what it needs to do. I have an idea! Initial Insight Plan Monday, September 15, 14
  • 65. A common project plan... Flesh out solution Refine User test Here’s what it needs to do. I have an idea! Initial Insight Plan Monday, September 15, 14
  • 66. A common project plan... Flesh out solution Refine User test Build Here’s what it needs to do. I have an idea! Initial Insight Plan Monday, September 15, 14
  • 67. A common project plan... Flesh out solution Refine Initial Insight Plan Ship User test Build Here’s what it needs to do. I have an idea! Monday, September 15, 14
  • 68. A common project plan... Flesh out solution Refine Initial Insight Plan Ship User test Build Analyze Here’s what it needs to do. I have an idea! Monday, September 15, 14
  • 69. A common project plan... Flesh out solution Refine Initial Insight Plan Ship User test Build Analyze Here’s what it needs to do. I have an idea! Wait... How do we know if we’re successful? Monday, September 15, 14
  • 70. A slightly more enlightened plan... Flesh out solution Refine Initial Insight Plan Ship User test Build Analyze Monday, September 15, 14
  • 71. A slightly more enlightened plan... Flesh out solution Refine Initial Insight Plan Ship User test Build Analyze Let’s try some stuff out first! Monday, September 15, 14
  • 72. A slightly more enlightened plan... Flesh out solution Refine Initial Insight Plan Ship Sketch options User test Build Analyze Let’s try some stuff out first! Monday, September 15, 14
  • 73. A slightly more enlightened plan... Prototype solutions Flesh out solution Refine Initial Insight Plan Ship Sketch options User test Build Analyze Let’s try some stuff out first! Monday, September 15, 14
  • 74. A slightly more enlightened plan... Prototype solutions Flesh out solution Refine Initial Insight Plan Ship Sketch options Test prototypes User test Build Analyze Let’s try some stuff out first! Monday, September 15, 14
  • 75. Teams with strong leadership enable... Prototype solutions Flesh out solution Refine Initial Insight Plan Ship Sketch options Test prototypes User test Build Analyze Monday, September 15, 14
  • 76. Prototype solutions Flesh out solution Refine Plan Ship Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 77. Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Plan Ship Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 78. Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Plan Ship Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 79. Definition Strategy and plan, aka “Build the right thing.” Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Plan Ship Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 80. Definition Execution Strategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, aka “Build the thing right.” Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Plan Ship Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 81. Definition Execution Plan Ship Definition / Requirements Iterative design Implementation Strategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, aka “Build the thing right.” Understand the market Product Strategy Ideation/Generation Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 82. Definition Execution Definition / Requirements Iterative design Implementation Strategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, aka “Build the thing right.” Understand the market Product Strategy Ideation/Generation Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build design makes strategy concrete Plan Ship Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 83. Definition Execution Plan Ship Definition / Requirements Iterative design Implementation Strategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, aka “Build the thing right.” Understand the market Product Strategy Ideation/Generation Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Analyze design makes strategy concrete design supports delightful, engaging experiences By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight Monday, September 15, 14
  • 84. Definition Execution Initial Insight Plan Ship Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Monday, September 15, 14
  • 85. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 86. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 87. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 88. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 89. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 90. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 91. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 92. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 93. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 94. That said... Monday, September 15, 14
  • 95. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan Monday, September 15, 14
  • 96. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan It’s better to iterate here... Monday, September 15, 14
  • 97. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan It’s better to iterate here... Monday, September 15, 14
  • 98. Definition Execution Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Initial Insight By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Plan It’s better to iterate here... ...than here Monday, September 15, 14
  • 99. This doesn’t seem very lean/agile Be wary of people espousing methodologies. Typically, they are crutches to free people from critical thinking. Also, they’re focused on execution (i.e., once you already have a plan). (Designers are remarkable at limiting their own impact.) And, it doesn’t address the truly fundamental challenge facing design and UX, which is organizational. Monday, September 15, 14
  • 100. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 101. Booking GIG P13n Funnel Opt Email Gimme! Gimme! Gimme! Pull Reserve LUGC Gimme! Gimme! Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Gimme! Getaways MR BWeb Quantum Lead Deal Wizard Unified Gimme! Deal Estate Coffee Gimme! Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme!Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Monday, September 15, 14
  • 102. Booking GIG P13n Funnel Opt Email Gimme! Gimme! Gimme! Pull Reserve LUGC Gimme! Gimme! Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Gimme! Getaways MR BWeb Quantum Lead Deal Wizard Unified Gimme! Deal Estate Coffee Gimme! Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme!Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Monday, September 15, 14
  • 103. Booking GIG P13n Funnel Opt Email Gimme! Gimme! Gimme! Pull Reserve LUGC Gimme! Gimme! Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Gimme! Getaways MR BWeb Quantum Lead Deal Wizard Unified Gimme! Deal Estate Coffee Gimme! Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme!Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Monday, September 15, 14
  • 104. Working with partner teams Booking GIG P13n Funnel Opt Email Gimme! Gimme! Gimme! Pull Reserve LUGC Gimme! Gimme! Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Gimme! Getaways MR BWeb Quantum Lead Deal Wizard Unified Gimme! Deal Estate Coffee Gimme! Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme!Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Gimme! Don’t understand the ‘costs’ of design Don’t have control over their own destiny So, lots of coordination and communication Monday, September 15, 14
  • 105. Maintaining singular leadership As the design team grows, having a single leader becomes more difficult. Operational matters trump creative matters. Models from tech and journalism: • CTO and VP of Engineering • Editor-in-chief and Managing Editor Monday, September 15, 14
  • 106. Designers can keep a lot of other people busy Monday, September 15, 14
  • 107. Booking GIG Funnel Opt Homepage Goods P13n Email LUGC Pull Reserve Gifting Social Redemption Merchant Pages City Guides SEO Global Header Goods L and S iPhone Android Getaways Search iPad Touch BPOS BPRO Payments Sinai Search Merchant S3 Center Booking Engine Mobile Merchant Getaways Extranet Getaways MR Display BWeb Quantum Lead Unified Coffee Customer Deal Estate Deal Wizard Service GWorks Deal Preview Subscripton s Affiliate Monday, September 15, 14
  • 108. Booking GIG Funnel Opt Homepage Goods P13n Email LUGC Pull Reserve Gifting Social Redemption Merchant Pages City Guides SEO Global Header Goods L and S iPhone Android Getaways Search iPad Touch Display GWorks Deal Preview 500-600 BPOS BPRO Payments Sinai Search Merchant S3 Center Booking Engine Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Unified Coffee Customer Deal Estate Deal Wizard Service PMs and engineers = Subscripton s Affiliate Monday, September 15, 14
  • 109. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview Prototypin g Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 110. Booking GIG P13n Funnel Opt Email Pull Reserve LUGC Social Gifting Redemption Merchant Pages Global SEO City Guides Header Homepage Goods Goods L and S Getaways Search iPad iPhone Android Touch Prototypin g BPRO BPOS Payments Sinai Search Booking Engine S3 Merchant Center Mobile Merchant Getaways Extranet Getaways MR BWeb Quantum Lead Deal Wizard Unified Deal Estate Coffee Customer Service GWorks Platform Local Goods/ Getaways Mobile Core Merchant Merchant OS Internal Tools Brand Design User Research Deal Preview = 60 people Marketing Design Subscripton s Display Affiliate Monday, September 15, 14
  • 111. With a 1) centralized partnership, 2) teams with strong leadership, 3) influencing definition, and 4) a relatively small team, you have leverage. Monday, September 15, 14
  • 112. Leverage = Power Monday, September 15, 14
  • 113. Leverage = Power There’s no reason design can’t be the driving force. We just need confidence, evidence, and commitment. Monday, September 15, 14
  • 114. One more thing... Monday, September 15, 14
  • 115. Decentralized and Embedded Monday, September 15, 14
  • 116. Decentralized and Embedded Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 117. DESIGN Decentralized and Embedded PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 118. Decentralized and Embedded P E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews D Monday, September 15, 14
  • 119. Decentralized and Embedded D P P E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews D Monday, September 15, 14
  • 120. Decentralized and Embedded D D D P P P E E E E E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 121. Decentralized and Embedded D D D D P P P P E E E E E E E E E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 122. Decentralized and Embedded D D D D D P P P P P E E E E E E E E E E E E E E E E E E E E DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 123. Decentralized and Embedded DD D D D D D DP P P P P P E E E E E E E E E E E E E E E E E E E E DE DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 124. Centralized Partnership S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 127. Technology Features Monday, September 15, 14
  • 128. Technology Features Experience Monday, September 15, 14
  • 129. Still stuck in a “features” world S S DP P P P P P E E E E E E E E E E E E E E E E E E E E DE D D D DD DESIGN PRODUCT MGMT ENGINEERING Search/ Browse Product Page UGC/ Personalization Checkout Reviews Leadership Monday, September 15, 14
  • 130. S S Design Team D D D DD Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 131. S S Design Team D D D DD Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 132. S S Design Team D D D DD Shopping Experience Search/ Browse Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 133. S S Design Team D D D DD Search/ Browse Shopping Experience PLUS Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 134. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Gifting Product Page UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 135. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Product Page Gifting Merchandising UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 136. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Product Page Gifting Merchandising Sharing UGC/ Personalization Checkout Reviews Monday, September 15, 14
  • 137. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Product Page UGC/ Personalization Checkout Reviews Gifting Merchandising Sharing Social Monday, September 15, 14
  • 138. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Product Page UGC/ Personalization Checkout Reviews Gifting Merchandising Sharing Social Wishlists Monday, September 15, 14
  • 139. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Product Page UGC/ Personalization Checkout Reviews Gifting Merchandising Sharing Social Wishlists In-store pickup Monday, September 15, 14
  • 140. S S Design Team D D D DD Shopping Experience Search/ Browse PLUS Product Page UGC/ Personalization Checkout Reviews Gifting Merchandising Sharing Social Wishlists In-store pickup Style guide Monday, September 15, 14
  • 141. Thank you for your consideration. Peter Merholz e: peterme@peterme.com t: @peterme Monday, September 15, 14