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Design for Business Impact
September 2016 for UX Night | chloebregman.com
I N C R E A S E Y O U R R O I & V E L O C I T Y
DESIGN FOR BUSINESS IMPACT
CreativeJuggernaut
Chloë Bregman
@cloudchloe
@creativejuggernaut
chloebregman@gmail.com
chloebr...
01
I am here to learn from you.
Design is a dialogue
between the user and the
designer.
Public Presentation Iteration #1.
...
DESIGN FOR BUSINESS IMPACT
KPCB Design in Tech Report 2016 - John Maeda
Speed of Value Creation +
Product Market Fit +
Distribution Channel +
Design
MODERN
COMPETITIVE ADVANTAGE
DESIGN IS
COMPETITIVE ADVANTAGE
KPCB Design in Tech Report 2016 - John Maeda
DESIIntentional Problem Solving & Process To Achieve a Purpose
noun
1. a plan or drawing produced to show the look and fun...
Z"a person's perceptions and responses that
result from the use or anticipated use of a
product, system or service".
This ...
BUSINESS IMPACT
PROFIT + SOCIAL + SERVICE + GROWTH
RETURN ON
INVESTMENT
ROI =
gain from investment – cost of investment
cost of investment
x100
DESIGN FOR BUSINESS IMPACT
VELOCITY
A company that consistently makes and implements decisions rapidly
gains a tremendous,...
Generating ROI and Velocity = Rate and Success of Execution
Is not about ideation. It’s about execution.
DISORDER
Complica...
DESIGN FOR BUSINESS IMPACT
I never lose.
I either win
or
I learn.
Nelson Mandela
CONTINUOUS LEARNING LOOP
BUILD A FEATURE / PRODUCT
BASED ON ASSUMPTIONS / HYPOTHESIS
TEST
WITH USERS AND CUSTOMERS
ADJUST ...
Tom Chi - Prototyping Class
Google Design Sprints
Google Design Sprints
DESIGN FOR BUSINESS IMPACT
LEARNING MINDSET
DESIGN FOR BUSINESS IMPACT
GETTING REAL
WITH CONSTRAINTS
The knowing section
DESIGN FOR BUSINESS IMPACT
SURFACE HIDDEN
ASSUMPTIONS AS A
TEAM
RAPID PROTOTYPING
WITH THE SALES TEAM
I’ve got assumptions. Everyone has them. NO one is above them
DESIGN FOR BUSINESS IMPACT
DESIGN FOR BUSINESS IMPACT
LEARNING
BLOCKERS
CLINGS TO HIDDEN
ASSUMPTIONS
DOESN’T COLLECT
DATA
THE KNOW IT ALL
FRAMEWORK FOR
CONTINUOUS
LEARNING
TECHPROCESSTEAM
VISIONCULTURE
MINDSET
DESIGN FOR BUSINESS IMPACT
CULTURE
DESIGN FOR BUSINESS IMPACT
Don’t F*ck
Up The Culture.
Peter Thiel
VIA Brian Chesky
C E O AirBnB
DESIGN FOR BUSINESS IMPACT
EVERYONE
Matters
DESIGN FOR BUSINESS IMPACT
SHOW
Don’t Tell
DESIGN FOR BUSINESS IMPACT
“What focus means is saying no to
something that every bone in your
body think is a phenomenal ...
DESIGN FOR BUSINESS IMPACT
CULTURE
MULTI-TASKING
Velocity killer
DESIGN FOR BUSINESS IMPACT
VISION & GOALS
SHARED
CLEAR
GOALS
COMPANY
TEAM PRODUCT OR FEATURE
DESIGN FOR BUSINESS IMPACT
Sentence to summarize the vision for this feature or product.
VISION STATEMENT
TARGET AUDIENCE ...
DESIGN FOR BUSINESS IMPACT
TEAM
DESIGN FOR BUSINESS IMPACT
TEAM
CULTURE
PSYCHOLOGICALLY
SAFETY - EMPATHY
TAKE YOUR REAL
SELF TO WORK
EVERYONE SPEAKS
EQUAL...
TEAM
STRUCTURE AND SKILL SETS
INFORMATIONAL DEFECITS EVERYWHERE
IDEA
COMPONENT TEAMS - INDEPENDANT WORKFLOW
1 or 2 Months ...
TEAM
STRUCTURE AND SKILL SETS
FEATURE TEAM - CROSS FUNCTIONAL WORKFLOW
PRODUCT
IDEA
based on
hypothesis
WORK
PM
UX
Front E...
TEAM
SIZE
+ / -
2 people7 people
SMALL TEAMS OF 1-3 PEOPLE
HAVE 17% LOWER QUALITY BUT 17% MORE PRODUCTIVITY THAN OPTIMAL T...
MAKING ANY CHANGES TO THE TEAM RESTARTS NORMING
Adding more people to a late project does not increase velocity. It makes ...
DESIGN FOR BUSINESS IMPACT
PROCESSPROCESS
DESIGN FOR BUSINESS IMPACT
PROCESS
NO PROJECTS ONLY PRODUCTS
DESIGN FOR BUSINESS IMPACT
PROCESS
RAPID PROTOTYPING
DESIGN FOR BUSINESS IMPACT
PROCESS
DESIGN SPRINTS
DESIGN FOR BUSINESS IMPACT
PROCESS
AGILE DESIGN & DEVELOPMENT
DESIGN FOR BUSINESS IMPACT
TOOLS & TECHNOLOGY
DOG FOODING + BETA
TOOLS
TO LEARN
QUICKLY
A/B TESTING +
METRIC MEASUREMENT
PROTOTYPES
TECH
TO SHIP
QUICKLY
DESIGN SYSTEMS, PATTERN
LIBRARIES, UI KITS AND
ICON FONTS
COLLABORATION PROCESS
APPROPRIATE CODE BASE...
DESIGN FOR BUSINESS IMPACT
Too much slows you down
by at least a factor of 2.
TECHNICAL DEBT
VELOCITY KILLER
DESIGN FOR BUSINESS IMPACT
FREE CANDY
Tips & Takeaways
DESIGN FOR BUSINESS IMPACT
INCREASE ROI & VELOCITYSPEED AT WHICH WE DELIVER VALUE TO MEET BUSINESS GOALS
THROUGH FASTER CO...
DESIGN FOR BUSINESS IMPACT
OPTIMAL TEAM STRUCTURE
CLEAR VISION & GOALS
CULTURE OF LEARNING
DESIGN FOR BUSINESS IMPACT
TECHNOLOGY & TOOLS
Framework for Continuous Learning
ITERATIVE WORK PROCESS
DESIGN FOR BUSINESS IMPACT
Ask for clearer problems statements as a designer.
Tie the problem you are solving directly to ...
DESIGN FOR BUSINESS IMPACT
ORGANIZATIONAL TRANSFORMATION
AS AN INDIVIDUAL
DESIGN FOR BUSINESS IMPACT
Do Team Retros
Adopt a Culture of
Continuous Learning
ORGANIZATIONAL TRANSFORMATION
AS A LEADER
DESIGN FOR BUSINESS IMPACT
QUESTIONS
DESIGN FOR BUSINESS IMPACT
@cloudchloe
@creativejuggernaut
chloebregman@gmail.com
chloebregman.com
TALK
IT OUTGiveFeedback
DESIGN FOR BUSINESS IMPACT
Problem Defined Aligned with Business Goals
Surface Assumptions and Constraints
Hypothesis on A...
THANK YOU
-
DESIGN FOR BUSINESS IMPACT
Design for Business Impact - Increase Your ROI & Velocity
Design for Business Impact - Increase Your ROI & Velocity
Design for Business Impact - Increase Your ROI & Velocity
Design for Business Impact - Increase Your ROI & Velocity
Design for Business Impact - Increase Your ROI & Velocity
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Design for Business Impact - Increase Your ROI & Velocity

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In this age of business, the speed and quality of a company’s execution matters more than ever before. Design has earned a seat at the executive table and in part because of this designers need the tools to articulate their business impact. It’s important to design in such a way that realistically looks at the potential impact (ROI) and creates consistent design velocity for a company. It’s important that we set certain expectations when setting up a company to increase our chances of success.
In this talk, Chloë will teach you how to optimize the design process to rapidly ship products. We will explore what ROI and design velocity are then look at how a growth mindset and power of not knowing are the key to acceleration. Based on this key we will discuss the culture, team structure, processes, technology and tools that empower us to generate business impact. We all want to be more effective at our jobs. You will come away with a framework to help you design as an individual, team leader or organization.

Who is this talk for:
Designers who want to understand how they can think about design to achieve their goals faster in a more powerful way as well as articulate the value of and advocate for what they are working on to people outside of the design team.

Design managers, executives and senior level designs interested in manifesting team environments that create high quality design work while maximizing the impact of design on the business.

Startup founders who want to incorporate design thinking into their organization in a way that catalyzes the realization of business goals across all areas of the organization.

Published in: Design
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Design for Business Impact - Increase Your ROI & Velocity

  1. 1. Design for Business Impact September 2016 for UX Night | chloebregman.com I N C R E A S E Y O U R R O I & V E L O C I T Y
  2. 2. DESIGN FOR BUSINESS IMPACT CreativeJuggernaut Chloë Bregman @cloudchloe @creativejuggernaut chloebregman@gmail.com chloebregman.com
  3. 3. 01 I am here to learn from you. Design is a dialogue between the user and the designer. Public Presentation Iteration #1. Please provide feedback. Love it. Hate it. Bring it on. GiveFeedback DESIGN FOR BUSINESS IMPACT
  4. 4. DESIGN FOR BUSINESS IMPACT KPCB Design in Tech Report 2016 - John Maeda
  5. 5. Speed of Value Creation + Product Market Fit + Distribution Channel + Design MODERN COMPETITIVE ADVANTAGE
  6. 6. DESIGN IS COMPETITIVE ADVANTAGE KPCB Design in Tech Report 2016 - John Maeda
  7. 7. DESIIntentional Problem Solving & Process To Achieve a Purpose noun 1. a plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is built or made. an arrangement of lines or shapes created to form a pattern or decoration. 2. purpose, planning, or intention that exists or is thought to exist behind an action, fact, or material object. verb 1. decide upon the look and functioning of (a building, garment, or other object), typically by making a detailed drawing of it. do or plan (something) with a specific purpose or intention in mind. DE·SIGN /dəˈzīn/
  8. 8. Z"a person's perceptions and responses that result from the use or anticipated use of a product, system or service". This includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use. This also is what makes up a brand experience. UX = System + User + Context of Use US·ER EX·PE·RI·ENCE
  9. 9. BUSINESS IMPACT PROFIT + SOCIAL + SERVICE + GROWTH
  10. 10. RETURN ON INVESTMENT ROI = gain from investment – cost of investment cost of investment x100
  11. 11. DESIGN FOR BUSINESS IMPACT VELOCITY A company that consistently makes and implements decisions rapidly gains a tremendous, often decisive, competitive advantage. - Steve Blank Company Vision Time Direction SPEED
  12. 12. Generating ROI and Velocity = Rate and Success of Execution Is not about ideation. It’s about execution. DISORDER Complicated Sense Analyze Respond GOOD PRACTICE Complex Probe Sense Respond EMERGENT Chaotic Act Sense Respond NOVEL Simple Sense Categorize Respond BEST PRACTICE
  13. 13. DESIGN FOR BUSINESS IMPACT I never lose. I either win or I learn. Nelson Mandela
  14. 14. CONTINUOUS LEARNING LOOP BUILD A FEATURE / PRODUCT BASED ON ASSUMPTIONS / HYPOTHESIS TEST WITH USERS AND CUSTOMERS ADJUST DESIGN FROM ACTUAL INFORMATION INTEGRATE LEARNINGS +INSIGHTS FORM NEW HYPOTHESIS OBSERVE GET FEEDBACK AND METRICS TO GET ACTUAL INFORMATION VELOCITY
  15. 15. Tom Chi - Prototyping Class
  16. 16. Google Design Sprints
  17. 17. Google Design Sprints
  18. 18. DESIGN FOR BUSINESS IMPACT LEARNING MINDSET
  19. 19. DESIGN FOR BUSINESS IMPACT GETTING REAL WITH CONSTRAINTS
  20. 20. The knowing section
  21. 21. DESIGN FOR BUSINESS IMPACT SURFACE HIDDEN ASSUMPTIONS AS A TEAM
  22. 22. RAPID PROTOTYPING WITH THE SALES TEAM I’ve got assumptions. Everyone has them. NO one is above them
  23. 23. DESIGN FOR BUSINESS IMPACT
  24. 24. DESIGN FOR BUSINESS IMPACT LEARNING BLOCKERS CLINGS TO HIDDEN ASSUMPTIONS DOESN’T COLLECT DATA THE KNOW IT ALL
  25. 25. FRAMEWORK FOR CONTINUOUS LEARNING TECHPROCESSTEAM VISIONCULTURE MINDSET
  26. 26. DESIGN FOR BUSINESS IMPACT CULTURE
  27. 27. DESIGN FOR BUSINESS IMPACT Don’t F*ck Up The Culture. Peter Thiel VIA Brian Chesky C E O AirBnB
  28. 28. DESIGN FOR BUSINESS IMPACT EVERYONE Matters
  29. 29. DESIGN FOR BUSINESS IMPACT SHOW Don’t Tell
  30. 30. DESIGN FOR BUSINESS IMPACT “What focus means is saying no to something that every bone in your body think is a phenomenal idea, and you wake up thinking about it, but you end up saying no to it because you're focusing on something else. JONY IVE
  31. 31. DESIGN FOR BUSINESS IMPACT CULTURE MULTI-TASKING Velocity killer
  32. 32. DESIGN FOR BUSINESS IMPACT VISION & GOALS
  33. 33. SHARED CLEAR GOALS COMPANY TEAM PRODUCT OR FEATURE
  34. 34. DESIGN FOR BUSINESS IMPACT Sentence to summarize the vision for this feature or product. VISION STATEMENT TARGET AUDIENCE PROBLEM SOLUTION VALUE Which market segment are we designing for? Hint: It’s not everyone. Who are the target prospects, customers or users? Which needs does the product fulfill and how does it create value for its customers and users? Which emotions does it evoke? Is this a real problem? What are the three to five top features that are crucial for the success of this product? Are we guessing or do we know? What are the benefits for selling points? VALIDATION How are we going to test this to know it is adding value? What are our success metrics? How is the product going to benefit the company? Which company goals is this going to impact? For instance - what are it’s revenue sources? What is the cost structure? Which sales channels will be used? DESIGN PROBLEM STATEMENT
  35. 35. DESIGN FOR BUSINESS IMPACT TEAM
  36. 36. DESIGN FOR BUSINESS IMPACT TEAM CULTURE PSYCHOLOGICALLY SAFETY - EMPATHY TAKE YOUR REAL SELF TO WORK EVERYONE SPEAKS EQUALLY
  37. 37. TEAM STRUCTURE AND SKILL SETS INFORMATIONAL DEFECITS EVERYWHERE IDEA COMPONENT TEAMS - INDEPENDANT WORKFLOW 1 or 2 Months Start to Ship SHIPPED FEATURE LATE & NOT AS INVISIONED UX Front End BackEnd QA DEVOPS DELAY + NOT AS EXEPCTED
  38. 38. TEAM STRUCTURE AND SKILL SETS FEATURE TEAM - CROSS FUNCTIONAL WORKFLOW PRODUCT IDEA based on hypothesis WORK PM UX Front End BackEnd QA DEVOPS RESEARCHER SHIPPED FEATURE TESTED IN DESIGN AWAITING METRICS IN BETA TESTING OR PRODUCTION 1 or 2 Weeks Start to Ship
  39. 39. TEAM SIZE + / - 2 people7 people SMALL TEAMS OF 1-3 PEOPLE HAVE 17% LOWER QUALITY BUT 17% MORE PRODUCTIVITY THAN OPTIMAL TEAMS OF 5-9
  40. 40. MAKING ANY CHANGES TO THE TEAM RESTARTS NORMING Adding more people to a late project does not increase velocity. It makes it later. It increases costs, decreases speed of work reducing the whole teams ROI. TEAM COHESION AND CHURN 60% BETTER PRODUCTIVITY 40% BETTER PREDICTABILITY RALLY AGILE
  41. 41. DESIGN FOR BUSINESS IMPACT PROCESSPROCESS
  42. 42. DESIGN FOR BUSINESS IMPACT PROCESS NO PROJECTS ONLY PRODUCTS
  43. 43. DESIGN FOR BUSINESS IMPACT PROCESS RAPID PROTOTYPING
  44. 44. DESIGN FOR BUSINESS IMPACT PROCESS DESIGN SPRINTS
  45. 45. DESIGN FOR BUSINESS IMPACT PROCESS AGILE DESIGN & DEVELOPMENT
  46. 46. DESIGN FOR BUSINESS IMPACT TOOLS & TECHNOLOGY
  47. 47. DOG FOODING + BETA TOOLS TO LEARN QUICKLY A/B TESTING + METRIC MEASUREMENT PROTOTYPES
  48. 48. TECH TO SHIP QUICKLY DESIGN SYSTEMS, PATTERN LIBRARIES, UI KITS AND ICON FONTS COLLABORATION PROCESS APPROPRIATE CODE BASE / CMS
  49. 49. DESIGN FOR BUSINESS IMPACT Too much slows you down by at least a factor of 2. TECHNICAL DEBT VELOCITY KILLER
  50. 50. DESIGN FOR BUSINESS IMPACT FREE CANDY Tips & Takeaways
  51. 51. DESIGN FOR BUSINESS IMPACT INCREASE ROI & VELOCITYSPEED AT WHICH WE DELIVER VALUE TO MEET BUSINESS GOALS THROUGH FASTER CONTINUOUS LEARNING LOOPS BUILD A FEATURE / PRODUCT BASED ON ASSUMPTIONS / HYPOTHESIS TEST WITH USERS AND CUSTOMERS ADJUST DESIGN FROM ACTUAL INFORMATION INTEGRATE LEARNINGS +INSIGHTS FORM NEW HYPOTHESIS OBSERVE GET FEEDBACK AND METRICS TO GET ACTUAL INFORMATION
  52. 52. DESIGN FOR BUSINESS IMPACT OPTIMAL TEAM STRUCTURE CLEAR VISION & GOALS CULTURE OF LEARNING
  53. 53. DESIGN FOR BUSINESS IMPACT TECHNOLOGY & TOOLS Framework for Continuous Learning ITERATIVE WORK PROCESS
  54. 54. DESIGN FOR BUSINESS IMPACT Ask for clearer problems statements as a designer. Tie the problem you are solving directly to identifiable business goals. Surface your hidden assumptions. Form hypothesis to validate. Identify how you are going to iterate and learn. Validate your work in the lowest fidelity possible. Be open to not knowing so that you can accept and integrate whatever results you find. INCREASE YOUR PERSONAL 
 ROI & VELOCITY
  55. 55. DESIGN FOR BUSINESS IMPACT ORGANIZATIONAL TRANSFORMATION AS AN INDIVIDUAL
  56. 56. DESIGN FOR BUSINESS IMPACT Do Team Retros Adopt a Culture of Continuous Learning ORGANIZATIONAL TRANSFORMATION AS A LEADER
  57. 57. DESIGN FOR BUSINESS IMPACT QUESTIONS
  58. 58. DESIGN FOR BUSINESS IMPACT @cloudchloe @creativejuggernaut chloebregman@gmail.com chloebregman.com TALK IT OUTGiveFeedback
  59. 59. DESIGN FOR BUSINESS IMPACT Problem Defined Aligned with Business Goals Surface Assumptions and Constraints Hypothesis on Adding Value Present Get Actuals Your Feedback Learn Uncover Insights Integrate Learnings ITERATE!
  60. 60. THANK YOU - DESIGN FOR BUSINESS IMPACT

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