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Design Leadership Basics

Lecture at Talent Garden UI Master Late Night, March 2020

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Design Leadership Basics

  1. 1. Late Night Design Leadership Basics Talent Garden - Master UI
 Late Night, March 13th, 2020
  2. 2. Talent Garden - Master UI
 Late Night, March 13th, 2020
  3. 3. Talent Garden - Master UI
 Late Night, March 13th, 2020 How are you? 🥳 😁 😬 😕 😫 😷
  4. 4. Nicolò Volpato Founder & CEO at Tangible @nicolovolpato
  5. 5. Talent Garden - Master UI
 Late Night, March 13th, 2020 A little about me… • Published my first website 20 years ago • Human sciences + UI/visual design + code • Founded Tangible in 2004 while in college
  6. 6. Talent Garden - Master UI
 Late Night, March 13th, 2020 A little about me… • Deep dive into Design Leadership since 2014 • Steer company vision • Build teams, hire people, manage growth • Influence business decisions
  7. 7. I ❤ organizing events
  8. 8. Talent Garden - Master UI
 Late Night, March 13th, 2020 I made these happen… • Kerning Conference in 2013 and 2014 • Jeff Gothelf (Lean UX) in 2015 and 2016 • Jake Knapp (Design Sprint) in 2017 and 2018 • Make Meaningful Work in 2018 • Josh Clark (AI, ML, IoT, VUI) in 2019
  9. 9. Tangible is an experience and service design company. Talent Garden - Master UI
 Late Night, March 13th, 2020
  10. 10. We design products and services that engage people in memorable and meaningful experiences, while delivering business value to our clients.
  11. 11. We manage complex projects for large organizations Talent Garden - Master UI
 Late Night, March 13th, 2020
  12. 12. We also lead some of Italy’s most promising startups to launch their products and raise important investment rounds. Talent Garden - Master UI
 Late Night, March 13th, 2020
  13. 13. We are a team of thinkers and makers, designers, researchers and front-end developers
  14. 14. Late Night Design Leadership Basics Talent Garden - Master UI
 Late Night, March 13th, 2020
  15. 15. Design Leadership… …what? why? Talent Garden - Master UI
 Late Night, March 13th, 2020
  16. 16. Seat at the table… Now What?
  17. 17. Design Leadership… or just plain leadership? Talent Garden - Master UI
 Late Night, March 13th, 2020
  18. 18. “Leadership is a process of social influence, which maximizes the efforts of others, towards achievement of a common goal.” Kevin Kruse “WHAT IS LEADERSHIP” — FORBES, 2013 Talent Garden - Master UI
 Late Night, March 13th, 2020
  19. 19. “Business doesn’t understand design” 1 Talent Garden - Master UI
 Late Night, March 13th, 2020
  20. 20. Source: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/are-you-asking-enough-from-your-design-leaders Talent Garden - Master UI
 Late Night, March 13th, 2020
  21. 21. Talent Garden - Master UI
 Late Night, March 13th, 2020 But… does design understand business? What can you do to change it?
  22. 22. Talent Garden - Master UI
 Late Night, March 13th, 2020 “Empathy is not just for users.” Kendra Shimmell DESIGN LEADERSHIP COACH – COOPER U
  23. 23. Do your f*ckin’ research! • Interview stakeholders (one-to-one’s, groups, units, etc.) • Observe and listen • Take notes during meetings Talent Garden - Master UI
 Late Night, March 13th, 2020
  24. 24. Talent Garden - Master UI
 Late Night, March 13th, 2020 WHAT PAINS CAN WE HELP THEM SOLVE? WHAT’S VALUABLE TO THEM? THEIR WORK IS ABOUT… Marketing Director B2C Jane Doe Stakeholder card
  25. 25. Talent Garden - Master UI
 Late Night, March 13th, 2020 Org chart
  26. 26. Talent Garden - Master UI
 Late Night, March 13th, 2020 Units
  27. 27. v Talent Garden - Master UI
 Late Night, March 13th, 2020 Org chart + insights • How is the company structured? • How are units organized? • Who reports to whom? • What’s the quality of relationships? • What are the needs, pains and goals of people?
  28. 28. Talent Garden - Master UI
 Late Night, March 13th, 2020 Buy-in chart
  29. 29. Talent Garden - Master UI
 Late Night, March 13th, 2020 Low power High power Low interest High interest
  30. 30. Talent Garden - Master UI
 Late Night, March 13th, 2020 Low power High power Low interest High interest Keep satisfied Monitor and observe (low effort) Keep actively involved, on board and up to date (high effort) Keep informed
  31. 31. Buy-in chart + insights • Who’s the decider? • Who influences the outcomes? • Who do we need to keep involved? Informed? • What’s the nature of their interest in the project? • What value can design deliver to any of them? Talent Garden - Master UI
 Late Night, March 13th, 2020
  32. 32. Bonus tip 🌟 • Company culture? • Habits and beliefs? • Fears and concerns? • Hidden agendas? Talent Garden - Master UI
 Late Night, March 13th, 2020
  33. 33. Talent Garden - Master UI
 Late Night, March 13th, 2020 Ecosystem chart
  34. 34. Talent Garden - Master UI
 Late Night, March 13th, 2020 World Internal stakeholders External stakeholders COMPANY
  35. 35. Talent Garden - Master UI
 Late Night, March 13th, 2020 COMPANY
  36. 36. Talent Garden - Master UI
 Late Night, March 13th, 2020 COMPANY Clusters
  37. 37. Talent Garden - Master UI
 Late Night, March 13th, 2020 COMPANY Relationships BUY SUPPLY
  38. 38. “The revenue model is the biggest design decisions anyone makes”. Kim Goodwin LEADING DESIGN CONFERENCE – NYC 2019 Talent Garden - Master UI
 Late Night, March 13th, 2020
  39. 39. Get to know the business • How does the company work? • How do they make money? • What are the costs? • How does the project impact revenues and costs? • What do people in the company focus on? 
 What do they value? Talent Garden - Master UI
 Late Night, March 13th, 2020
  40. 40. Talent Garden - Master UI
 Late Night, 13 marzo 2020 • Take notes during meetings • Read documents, reports, Profit & Loss • Learn the jargon • Make a Business Model Canvas to consolidate observations Get to know the business
  41. 41. Bonus tip 🌟 • Show that you care about their stuff 
 before expecting that they care about yours Talent Garden - Master UI
 Late Night, March 13th, 2020
  42. 42. Talent Garden - Master UI
 Late Night, March 13th, 2020 Sleep check
  43. 43. “Design is not at the table when decisions are made” 2 Talent Garden - Master UI
 Late Night, March 13th, 2020
  44. 44. Talent Garden - Master UI
 Late Night, March 13th, 2020 But… does design enable those decisions? What can you do to change it?
  45. 45. “Because the business doesn’t care about design, the business doesn’t care about any concept, a business only cares about market outcomes. And in order to accelerate these outcomes we use these practices”. Phil Gilbert GENERAL MANAGER OF DESIGN – IBM Talent Garden - Master UI
 Late Night, March 13th, 2020
  46. 46. v Talent Garden - Master UI
 Late Night, March 13th, 2020 Build a case for design • What’s the ROI of design? 
 It can be soft and hard, but it needs to be hard too (numbers!) not just soft (happier users are not enough) 
  47. 47. v Talent Garden - Master UI
 Late Night, March 13th, 2020 Build a case for design • Be pragmatic and timely: 
 design can help anticipate and avoid a lot of poor business decisions (research, prototypes, sprints, etc.)
  48. 48. Value what the business values Talent Garden - Master UI
 Late Night, 13 marzo 2020 • Outcomes over outputs • Results over deliverables • Set goals and KPIs • Measure!
  49. 49. Talent Garden - Master UI
 Late Night, March 13th, 2020 Translate metrics Experience metrics • Users can find support and FAQs easily • Users can complete checkout in fewer steps Business metrics • Reduction of Customer Service calls by X% • X% increase in conversion rate
  50. 50. Talent Garden - Master UI
 Late Night, March 13th, 2020 Bonus tip 🌟 • Build correlation from design choices to business outcomes • Use the 5 Whys! 
 

  51. 51. • Make process visible and accessible • Find common ground and common language • Create alignment of intent • Share soon and often Hold design accountable Talent Garden - Master UI
 Late Night, March 13th, 2020
  52. 52. Bonus tip 🌟 • Under-promise and over-deliver, 
 never the opposite Talent Garden - Master UI
 Late Night, March 13th, 2020
  53. 53. Bonus tip 🌟 • If you show up as a subordinate, they will treat you as subordinate.
 If you show up as a peer, maybe… Talent Garden - Master UI
 Late Night, March 13th, 2020
  54. 54. Talent Garden - Master UI
 Late Night, March 13th, 2020 “Management is a role. Leadership is how you show up.” Mia Blume DESIGN LEADERSHIP COACH, CEO – DESIGN DEPT.
  55. 55. Thank you ) Nicolò Volpato Founder & CEO @nicolovolpato
 nick@tangible.is Talent Garden - Master UI
 Late Night, March 13th, 2020

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