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Creating design principles that stick
1. @waynemoir
A short introduction to help frame this workshop
It should give you an idea:
● Why we are doing this
● How valuable design principles can be
3. Everything is designed
● The functionality the products provide
● The attributes and qualities they possess
● How our customers to perceive us
Good Design is about intent
All of these things if they are designed:
● with intent, purpose and planning
They can with some level of certainty be controlled
But it they are not designed with intent, not consciously
designed
Then they are still designed
The business just won't have any control over the outcome
4. So we just need to craft everything with intent and we can't
lose?
Not quite
● The company is too large
● There are too many customers pulling in different
directions
● and software is too complex
● for any of us to rely on our social relationships alone
to enable every customer touchpoint to be designed
with consistency and in the same image
5. This is where design principles come in
They act as a theme that runs through everything the
company does
● Helping the us (the business) to navigate to where we
want to be not just to where we happen to end up
They allow us to consistently and meaningfully represent
ourselves (all of us) through all the touchpoints the
customer has with the business. To create a customer
experience that transcends our departmental silos
They can describe what we aspire to be, how we want our
customers to perceive us and what will make our product
experience unique
6. I could just make them up
● But they are bigger than me
● They belong to all of us
There's a world of difference between truly standing for
something
and having a mission statement that says you stand for
something
Standing for something isn't just about writing it down
● its about believing in it and living it
● these principles should become part of our daily lives
By creating principles together we stand a much better
chance of achieving this
7. The goal is to end up with a prioritised short-list of
principles that over the following weeks my team can:
● Flesh them out so they specific enough to guide the
entire business when:
○ Making decisions
○ or interacting with customers
● Formalise and publish them
● Create a framework that will help people to:
○ Integrate them into their work
○ and measure work against them
Any questions before we start?
Editor's Notes
The goal is to end up with a prioritised short-list of principles that over the following weeks my team can:
Flesh them out so they specific enough to guide the entire business when:
Making decisions
or interacting with customers
Formalise and publish them
Create a framework that will help people to:
Integrate them into their work
and measure work against them
Any questions before we start?
