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ADAPTING TO
CHANGE
ANTHONY ARMENDARIZ
@MANTWAN
#ADAPTINGTOCHANGE
OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWN...
FUNSIZE.CO
@FUNSIZE
Austin, Texas
1996
ARTIST/
DRAFTER
MULTIMEDIA
DESIGNER
FRONT-END
DEVELOPER
WEB
DESIGNER
INTERACTIVE
ART
DIRECTOR
CREATIVE
DIRECTOR
INTER...
OVER 18 YEARS, I’VE HAD 15 TYPES
OF DESIGN JOBS
AND HAD TO CHANGE ABOUT EVERY
1.2 YEARS
WHEN WE HIRED THE BEST PEOPLE
WE COULD, I HIRED MYSELF OUT
OF A DESIGN JOB.
#FIRSTWORLDPROBLEM
AS AN OWNER…
DESIGN
DIRECTOR
PRODUCT
DESIGNER
STRATEGY CEO
CFO
ACCOUNT
MANAGER
ACCOUNTS
RECEIVABLE/
PAYABLE
BOOKKEEPER
MAR...
IN THE LAST 2 YEARS RUNNING FUNSIZE,
I’VE HAD TO LEARN AND MANAGE 11
DIFFERENT JOBS AND SKILLS
I CAN’T DO ALL OF THIS!
PART 1
DAMN IT FEELS GOOD
TO BE A GANSTA
OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHAN...
EVERYONE WANTS WHAT WE CREATE.
THE TOOLS WE CREATED
CREATED MORE OF US.
JOE WILLIAMS • @STUDIOROHAN
As a designer, you’re constantly trying to
improve. In this industry, if you are
standing stil...
PART 2
OUR HISTORY: ROOTED

IN CONSTANT CHANGE
OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTING...
THE MACINTOSH
1984
“Anyone with a computer regardless if they had any
experience or not could produce design. I felt the
quality was inferior...
DVD ROM BOOM
1994
ANTIQUE SITES
1994
FLASH
1999
DESIGNED WEB SITES
1998?
“TAKING YOUR TALENT TO THE WEB” - JEFFREY ZELDMAN
2001
KHOI VINH AND THE “GRID”
2005
FLASHWEB BASED PRODUCTS
2006
ADAPTIVE AND RESPONSIVE DESIGN
2004-2010
WE CREATED AN ENTIRE NEW INDUSTRY
FULL OF DESIGN SPECIALTIES AND JOBS
THAT DIDN’T EXIST BEFORE.
(UX, IA, iXD, Visual Desig...
AT THE SAME TIME…THIS IS WHAT
MOBILE LOOKED LIKE
AND THEN CAME THE IPHONE.
EX.
LEAFLETS
NOW MOBILE WEB MATTERED
THEY WERE DESIGNED BY DEVELOPERS.
Sound Familiar?
DISTRUPTION IN DIGITAL SERVICE
DESIGN AGENCIES
A PARADIGM SHIFT
WE SET ASIDE MANY OF OUR PREVIOUS
SKILL SETS TO SPECIALIZE IN WEB
AND MOBILE DESIGN
SPECIALIZATIONS
LET’S POUR ONE OUT FOR
THE HOMIES WE’VE LOST
“To change is difficult.
Not to change is fatal.
WILLIAM POLLARD
PART 3
ENTER PRODUCT AND
SERVICE DESIGN
OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
DIGITAL
ECOSYSTEMS
ELEMENTS OF A DIGITAL PRODUCT
MARKETING
TV WEARABLES
CUSTOMER
SERVICE
WEB PRODUCTS
?
MOBILE PRODUCTS
AUTOMOTIVE
future predictionsLET’S TAKE A GLIMPSE INTO
THE FUTURE
SCREENS, SCREENS,
AND MORE SCREENS
MOVIE
HER
WEB DESIGN IS ONLY 15-20 YEARS OLD.
MOBILE DESIGN IS MERELY 7 YEARS OLD.
WEARABLE DESIGN JUST TURNED 1 YEAR OLD.
AUTOMOTIV...
WATERFALL
DOESN’T WORK
DEVELOP 

& RELEASE
DESIGN
VALIDATE
& TEST
DISCOVERY &
REQUIREMENTS
THE SCHEDULE. WASH, RINSE AND REPEAT
2WK.
SPRINT
“At times of change, the LEARNERS are the
ones who will inherit the world, while the
KNOWERS will be beautifully prepared ...
PART 4
EMBRACING
CHANGE
OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
CHANGING EXPECTATIONS
IN CLIENT SERVICES
A
“As companies bring more and more design talent in
house the role of the external agency is evolving.
You’re seeing fewer ...
Page Title
GIMME MORE. GIMME MORE.
GIMME GIMME GIMME MORE!
REALITY: PRODUCTS ARE NEVER DONE
WE’RE IN THE BUSINESS OF
BUILDING MODULAR HOUSES
NOT CATHEDRALS.
BUT WE STILL HAVE TO SET SAIL
BUILDING PARTNERSHIPS WITH YOUR CLIENTS
• Partner not client, partner not agency
• Equal division of ownership, commitment...
YOUR TEAM MUST EMBRACE
• The time, financial, or resourcing constraints.
• Generating quick ideas as a team to validate bef...
FLEXIBLE SCOPE FTW!
• No project schedules. Only a start and end date.
• No fixed deliverables, just the services you’ll pr...
5
LOVE AND LEARN ALL OF THE MOBILES
B
THE WEB IS GREAT BUT THAT’S JUST
PART OF A LARGER ECOSYSTEM
LEARNING IOS IS BARELY
SCRATCHING THE SURFACE
TAKE YOUR RESPONSIVE TALENT
TO MOBILE
“
ME
If a designer who codes is a unicorn and a
designer who can't is a dinosaur than a designer
who doesn't know iOS/Andr...
C
GROW FUTURE PROOF TEAMS
“
STEVE JOBS
It’s not just about how it looks and feels.
Design is how it works.
A PRODUCT TEAM
PRODUCT
MANAGEMENT
PRODUCT DESIGNER ENGINEERING
MARKETING
&
COMMUNICATION

DESIGN
PRODUCT / PROJECT MANAGEMENT / PRODUCT STRATEGY
PRODUCT
OWNER
APPROVALS
CUSTOMER

RESEARCH
&
USER
TESTING
PRODUCT
ROADMAP
...
PRODUCT DESIGN
BRANDING
PROTOTYPING
IMPLEMENTATION
DESIGN
IA &
INTERACTION
DESIGN
CONCEPTUAL
DESIGN
VISUAL

DESIGN
PMENGIN...
ENGINEERING
FRONT END
DEVELOPMENT
MOBILE WEB
DESIGN
TECHNOLOGY
BACK END
DEVELOPMENT
IOS ANDROID
PRODUCT DESIGNPM
“We’re gonna hold out to hire a Product
Designer who knows iOS, Android, Windows,
and is great at user experience but also...
“I’m wary of overspecializing….
I think a challenge with product design that
the Bay Area faces is that it’s almost
becomi...
UX IS A TEAM RESPONSIBILITY
GOOD OR BAD, A UX IS A RESULT OF
WHAT YOU AND YOUR TEAM CREATES.
IT’S NOT A ROLE.
IDEATE, ITERATE, VALIDATE, REPEAT
IT’S ALWAYS ABOUT WHAT THE USER
WANTS AND NEEDS. NOT YOU.
“Photoshop is not the canvas.
The technology is.
MATTHEW ARMENDARIZ • @MATTCHEW
INTERACTIVE
AUTHORING
WEB 1.0 &
WEB 2.0
RESPONSIVE &

MOBILE DESIGN
PRODUCT
DESIGN
SERVICE

DESIGN
FUTUREPAST
REQUIREMENTS...
BREADTH OF KNOWLEDGE
DEPTHOFEXPERTISE
T-SHAPED
TEAMS
LEAD, FOLLOW, CONTRIBUTE
AND GET OUT OF THE WAY
D
DO WHAT YOU LOVE
LEAD BY EXAMPLE
THE BEST LEGACY OU CAN LEAVE BEHIND

IS TRAINING THE FUTURE GENERATION.
GET OUT OF THE WAY
“
@RYANCHRIS • GOOGLE DESIGN
The hardest thing for a founder is
believing that not all decisions need
to come from you.
WHEEW!
THANK
YOU
@MANTWAN @FUNSIZE
OWNER SUMMIT 2015 ・ AUSTIN, TX ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
Adapting To Change (Owner Summit 2015)
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Adapting To Change (Owner Summit 2015)

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As designers and agency owners we constantly manage the chaos of mastering a craft, being diverse, all the while trying to differentiate ourselves and adapting our processes and deliverables in an industry that changes at lightening speeds. As if the web wasn’t difficult enough, the advent of mobile product design and service design has created an entirely new industry and career paths, completely disrupting everything we knew about engagements, processes, deliverables, and expectations of design teams and agencies.

Face it, the industry is constantly changing and so should we. Let’s learn to embrace change and use it to intentionally position ourselves for constant reinvention and how to fashion the skills and environments necessary for creating meaningful products in the modern age and beyond.

Presented at Owner Summit 2015, Austin Texas

Published in: Design

Adapting To Change (Owner Summit 2015)

  1. 1. ADAPTING TO CHANGE ANTHONY ARMENDARIZ @MANTWAN #ADAPTINGTOCHANGE OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
  2. 2. FUNSIZE.CO @FUNSIZE Austin, Texas
  3. 3. 1996 ARTIST/ DRAFTER MULTIMEDIA DESIGNER FRONT-END DEVELOPER WEB DESIGNER INTERACTIVE ART DIRECTOR CREATIVE DIRECTOR INTERACTION DESIGNER VP OF UX & DESIGN PRODUCT DESIGNER 3 TIMES FREELANCE DESIGNER 2 TIMES AGENCY OWNER 2014 EXPERIENCE DIRECTOR
  4. 4. OVER 18 YEARS, I’VE HAD 15 TYPES OF DESIGN JOBS AND HAD TO CHANGE ABOUT EVERY 1.2 YEARS
  5. 5. WHEN WE HIRED THE BEST PEOPLE WE COULD, I HIRED MYSELF OUT OF A DESIGN JOB. #FIRSTWORLDPROBLEM
  6. 6. AS AN OWNER… DESIGN DIRECTOR PRODUCT DESIGNER STRATEGY CEO CFO ACCOUNT MANAGER ACCOUNTS RECEIVABLE/ PAYABLE BOOKKEEPER MARKETING HUMAN RECOURCES OPERATIONS OMG HOLY SHIT
  7. 7. IN THE LAST 2 YEARS RUNNING FUNSIZE, I’VE HAD TO LEARN AND MANAGE 11 DIFFERENT JOBS AND SKILLS I CAN’T DO ALL OF THIS!
  8. 8. PART 1 DAMN IT FEELS GOOD TO BE A GANSTA OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
  9. 9. EVERYONE WANTS WHAT WE CREATE.
  10. 10. THE TOOLS WE CREATED CREATED MORE OF US.
  11. 11. JOE WILLIAMS • @STUDIOROHAN As a designer, you’re constantly trying to improve. In this industry, if you are standing still, you’re falling behind. “
  12. 12. PART 2 OUR HISTORY: ROOTED
 IN CONSTANT CHANGE OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
  13. 13. THE MACINTOSH 1984
  14. 14. “Anyone with a computer regardless if they had any experience or not could produce design. I felt the quality was inferior and that it lacked the artistic touch. In my case I decided I would find find a new career rather than compete with rapid work. ISRAEL ARMENDARIZ (MY DAD)
  15. 15. DVD ROM BOOM 1994
  16. 16. ANTIQUE SITES 1994
  17. 17. FLASH 1999
  18. 18. DESIGNED WEB SITES 1998?
  19. 19. “TAKING YOUR TALENT TO THE WEB” - JEFFREY ZELDMAN 2001
  20. 20. KHOI VINH AND THE “GRID” 2005
  21. 21. FLASHWEB BASED PRODUCTS 2006
  22. 22. ADAPTIVE AND RESPONSIVE DESIGN 2004-2010
  23. 23. WE CREATED AN ENTIRE NEW INDUSTRY FULL OF DESIGN SPECIALTIES AND JOBS THAT DIDN’T EXIST BEFORE. (UX, IA, iXD, Visual Design, etc, etc.)
  24. 24. AT THE SAME TIME…THIS IS WHAT MOBILE LOOKED LIKE
  25. 25. AND THEN CAME THE IPHONE.
  26. 26. EX. LEAFLETS
  27. 27. NOW MOBILE WEB MATTERED
  28. 28. THEY WERE DESIGNED BY DEVELOPERS. Sound Familiar?
  29. 29. DISTRUPTION IN DIGITAL SERVICE DESIGN AGENCIES A PARADIGM SHIFT
  30. 30. WE SET ASIDE MANY OF OUR PREVIOUS SKILL SETS TO SPECIALIZE IN WEB AND MOBILE DESIGN SPECIALIZATIONS
  31. 31. LET’S POUR ONE OUT FOR THE HOMIES WE’VE LOST
  32. 32. “To change is difficult. Not to change is fatal. WILLIAM POLLARD
  33. 33. PART 3 ENTER PRODUCT AND SERVICE DESIGN OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
  34. 34. DIGITAL ECOSYSTEMS
  35. 35. ELEMENTS OF A DIGITAL PRODUCT MARKETING TV WEARABLES CUSTOMER SERVICE WEB PRODUCTS ? MOBILE PRODUCTS AUTOMOTIVE
  36. 36. future predictionsLET’S TAKE A GLIMPSE INTO THE FUTURE
  37. 37. SCREENS, SCREENS, AND MORE SCREENS
  38. 38. MOVIE HER
  39. 39. WEB DESIGN IS ONLY 15-20 YEARS OLD. MOBILE DESIGN IS MERELY 7 YEARS OLD. WEARABLE DESIGN JUST TURNED 1 YEAR OLD. AUTOMOTIVE PRODUCTS ARE BEING BORN. IT’S JUST THE BEGINNING
  40. 40. WATERFALL DOESN’T WORK
  41. 41. DEVELOP 
 & RELEASE DESIGN VALIDATE & TEST DISCOVERY & REQUIREMENTS THE SCHEDULE. WASH, RINSE AND REPEAT 2WK. SPRINT
  42. 42. “At times of change, the LEARNERS are the ones who will inherit the world, while the KNOWERS will be beautifully prepared for a world which no longer exists. ERIC HOFFER
  43. 43. PART 4 EMBRACING CHANGE OWNER SUMMIT 2015 ・ AUSTIN, TX ・ @MANTWAN @FUNSIZE ・ #OWNERSUMMIT #ADAPTINGTOCHANGE
  44. 44. CHANGING EXPECTATIONS IN CLIENT SERVICES A
  45. 45. “As companies bring more and more design talent in house the role of the external agency is evolving. You’re seeing fewer agencies of record and fewer relationships were a company is simply giving over its digital and design capabilities to someone else and instead realizing they to own it themselves. PETER MERHOLZ, UXDISOVERYSESSION.COM
  46. 46. Page Title GIMME MORE. GIMME MORE. GIMME GIMME GIMME MORE! REALITY: PRODUCTS ARE NEVER DONE
  47. 47. WE’RE IN THE BUSINESS OF BUILDING MODULAR HOUSES NOT CATHEDRALS.
  48. 48. BUT WE STILL HAVE TO SET SAIL
  49. 49. BUILDING PARTNERSHIPS WITH YOUR CLIENTS • Partner not client, partner not agency • Equal division of ownership, commitments, and work • Meet long-term financial needs • Address both short and long term goals • Keep pace and quality high • Keep regular communication between project teams • Talk to them often
  50. 50. YOUR TEAM MUST EMBRACE • The time, financial, or resourcing constraints. • Generating quick ideas as a team to validate before investing. • Favoring lean, quick, and sometimes, half-complete work. • Failing fast and often. • The ability and desire to pivot at any time and embrace change. • That it’s NEVER ever, ever, ever done. • Listening to users is critical.
  51. 51. FLEXIBLE SCOPE FTW! • No project schedules. Only a start and end date. • No fixed deliverables, just the services you’ll provide. • No promises to deliver anything specific to the client. • Promise a team with consistent effort. Velocity, not hours. • Provide a standard weekly sprint or monthly price. Learn More: http://goo.gl/QwrauI
  52. 52. 5 LOVE AND LEARN ALL OF THE MOBILES B
  53. 53. THE WEB IS GREAT BUT THAT’S JUST PART OF A LARGER ECOSYSTEM
  54. 54. LEARNING IOS IS BARELY SCRATCHING THE SURFACE
  55. 55. TAKE YOUR RESPONSIVE TALENT TO MOBILE
  56. 56. “ ME If a designer who codes is a unicorn and a designer who can't is a dinosaur than a designer who doesn't know iOS/Android is a fossil.
  57. 57. C GROW FUTURE PROOF TEAMS
  58. 58. “ STEVE JOBS It’s not just about how it looks and feels. Design is how it works.
  59. 59. A PRODUCT TEAM PRODUCT MANAGEMENT PRODUCT DESIGNER ENGINEERING MARKETING & COMMUNICATION
 DESIGN
  60. 60. PRODUCT / PROJECT MANAGEMENT / PRODUCT STRATEGY PRODUCT OWNER APPROVALS CUSTOMER
 RESEARCH & USER TESTING PRODUCT ROADMAP REQUIREMENTS GATHERING PRODUCT DESIGN PROJECT
 PLANNING ENGINEERING
  61. 61. PRODUCT DESIGN BRANDING PROTOTYPING IMPLEMENTATION DESIGN IA & INTERACTION DESIGN CONCEPTUAL DESIGN VISUAL
 DESIGN PMENGINEERING
  62. 62. ENGINEERING FRONT END DEVELOPMENT MOBILE WEB DESIGN TECHNOLOGY BACK END DEVELOPMENT IOS ANDROID PRODUCT DESIGNPM
  63. 63. “We’re gonna hold out to hire a Product Designer who knows iOS, Android, Windows, and is great at user experience but also talented at branding and illustration. A BOSS I HAD WHILE AT EVERNOTE
  64. 64. “I’m wary of overspecializing…. I think a challenge with product design that the Bay Area faces is that it’s almost becoming too generalist… PETER MERHOLZ, UXDISOVERYSESSION.COM
  65. 65. UX IS A TEAM RESPONSIBILITY GOOD OR BAD, A UX IS A RESULT OF WHAT YOU AND YOUR TEAM CREATES. IT’S NOT A ROLE.
  66. 66. IDEATE, ITERATE, VALIDATE, REPEAT IT’S ALWAYS ABOUT WHAT THE USER WANTS AND NEEDS. NOT YOU.
  67. 67. “Photoshop is not the canvas. The technology is. MATTHEW ARMENDARIZ • @MATTCHEW
  68. 68. INTERACTIVE AUTHORING WEB 1.0 & WEB 2.0 RESPONSIVE &
 MOBILE DESIGN PRODUCT DESIGN SERVICE
 DESIGN FUTUREPAST REQUIREMENTS OF SKILL AND SPECIALIZATION OVER TIME THE HALF-PIPE EFFECT
  69. 69. BREADTH OF KNOWLEDGE DEPTHOFEXPERTISE T-SHAPED TEAMS
  70. 70. LEAD, FOLLOW, CONTRIBUTE AND GET OUT OF THE WAY D
  71. 71. DO WHAT YOU LOVE LEAD BY EXAMPLE
  72. 72. THE BEST LEGACY OU CAN LEAVE BEHIND
 IS TRAINING THE FUTURE GENERATION. GET OUT OF THE WAY
  73. 73. “ @RYANCHRIS • GOOGLE DESIGN The hardest thing for a founder is believing that not all decisions need to come from you.
  74. 74. WHEEW! THANK YOU @MANTWAN @FUNSIZE OWNER SUMMIT 2015 ・ AUSTIN, TX ・ #OWNERSUMMIT #ADAPTINGTOCHANGE

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