SlideShare a Scribd company logo
Design at
Scale is
People!
Peter Merholz
peterme@peterme.com
@peterme
http://orgdesignfordesignorgs.com
Hire great designers.
Have them build great stuff.
How design orgs grow…
DL
D
Hire great designers.
Have them build great stuff.
Demonstrating their value, hire more of them.
How design orgs grow…
DL
D
D
D
CS D
S
How design orgs grow…
After a certain size, model and systematize their
behaviors in order to allow them to scale.
HD
D
D
D
CS D
TL
D
D
D
CS D
TL
R
After a certain size, model and systematize their
behaviors in order to allow them to scale.
How design orgs grow…
HD
D
D
D
CS D
TL
D
D
D
CS D
TL
R
D
D
D
CS D
TL
R
PM
Discussion of Design at scale usually
starts with design systems…
Definition Execution
Definition
/ Requirem
ents
Iterative design
Im
plem
entation
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Plan Ship
Analyze
Initial
Insight
…and processes developed as teams grow…
…as there are two driving considerations
Maintain quality
as you grow
Maintain speed
as you grow
But Design at Scale
operates in a broader
context.
Everything is, or is becoming, a service
Products and features are simply a
manifestation of a service relationship
All design is service design
Products and features are simply 

a manifestation of a service relationship
Products and features are simply a
manifestation of a service relationship
And with a service, all that customers have
to consider is the experience
So Design at Scale needs a third objective:
Maintain quality
as you grow
Maintain speed
as you grow
Maintain quality
as you grow
Maintain speed
as you grow
Maintain coherence
as you grow
So Design at Scale needs a third objective:
Mechanistic modes of product/service
delivery have tapped out. It’s hard to
realize greater efficiency.
Design is valuable because it reintroduces
humanism into a corporate, business,
and technological context that had
forgotten people.
Design is the fundamental soul
of a man-made creation that
ends up expressing itself in
successive outer layers of the
product or service. 
“
”
How do you scale soul?
Systems
People
Culture
Processes
These may “raise the floor” for quality
and speed, but they risk becoming a
focus in and of themselves, and
inhibiting innovation.
Systems
People
Culture
Processes
Systems
People
Culture
Processes
To realize potential, design at scale
starts with humanism at scale
Systems
People
Culture
ProcessesIn the company In the design org
Scaling culture company-wide
Focused design leadership
Scaling culture company-wide
Head of
Design
Design
Director
Design
Director
Design
Director
VP of
Product
Dir of
PM
Focused design leadership
Granted autonomy
Scaling culture company-wide
Head of
Design
Design
Director
Design
Director
Design
Director
VP of
Product
Dir of
PM
Focused design leadership
Granted autonomy
≦ Two levels from the CEO
Scaling culture company-wide
Head of
Design
Design
Director
Design
Director
Design
Director
VP of
Product
Dir of
PM
CEO
Focused design leadership
Granted autonomy
≦ Two levels from the CEO
Customer-driven business decisions
Scaling culture company-wide
vs.
Focused design leadership
Granted autonomy
≦ Two levels from the CEO
Customer-driven business decisions
Sufficient investment
Scaling culture company-wide
Scaling culture with the design team
Shared sense of purpose
Scaling culture with the design team
Who We Are And What We Do
We’re the Design team. We’re
researchers, strategists,
designers, and writers shaping
products and services with
purpose, embodying the care at
the heart of Snagajob’s mission.
We love what we do, and we
live for this.
Shared sense of purpose
Shared values
Scaling culture with the design team
What We Value
Humility
Quality
Evidence
Context
Fearlessness
Shared sense of purpose
Shared values
Artifacts that carry culture
Scaling culture with the design team
Shared sense of purpose
Shared values
Artifacts that carry culture
Collaborative work environments
Scaling culture with the design team
Shared sense of purpose
Shared values
Artifacts that carry culture
Collaborative work environments
The right kinds of meetings
Scaling culture with the design team
Tech
Processes
Systems
People
Culture
Processes
Recruiting and hiring
Levels framework
Team leadership
Recruiting and hiring is everyone’s job
Portfolio reviews, initial reachout,
phone screens, interviews
Recruiting partners are great, but
scaling quality requires the team
In a scaling company, there is no single more impactful activity
any designer can do than participate in recruiting and hiring.
Recruiting and hiring is everyone’s job
Portfolio reviews, initial reachout,
phone screens, interviews
Recruiting partners are great, but
scaling quality requires the team
There are not
enough
designers, so…
I have to do the
work myself,
so…
I don’t have time
to find designers,
so…
In a scaling company, there is no single more impactful activity
any designer can do than participate in recruiting and hiring.
Levels, and why I loathed them
Brings out the worst of bureaucratic HR behaviors
Reducing people to a number is dehumanizing
Encourages jockeying for rank
Levels, and how I learned to love them
Reframed them as a scaffold helping team members
figure out how they can grow.
Realized they serve as a “core service” that supports
other org functions.
Levels
Job postings
Candidate
assessment
Training
Performance
reviews
Recruiting 

and hiring
Professional

Development
Team
composition
Delivery
http://bit.ly/levelsframework
Team leadership HD
UXR
PM
PM
UXR
DD DD
CrD
UXR
UXR
CT CT
PDPD
CS PD
PDPD
CS PD
DM
PD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
TL
TL
DM
DM
DM
HD
UXR
PM
PM
UXR
DD DD
CrD
UXR
UXR
CT CT
PDPD
CS PD
PDPD
CS PD
TL
PD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
TL
TL
TL
TL
TL
HD
UXR
PM
PM
UXR
DD DD
CrD
UXR
UXR
CT CT
PDPD
CS PD
PDPD
CS PD
TL
PD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
TL
TL
TL
TL
TL
Team leadership
UXR
PM
PM
UXR
UXR
UXR
CT CT
PDPD
CS PD
PDPD
CS PD
PD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
HD
UXR
PM
PM
UXR
DD DD
CrD
UXR
UXR
CT CT
PDPD
CS PD
PDPD
CS PD
TL
PD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
TL
TL
TL
TL
TL
Team leadership
UXR
PM
PM
UXR
UXR
UXR
CT CT
PDPD
CS PD
PDPD
CS PD
PD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
Team leadership
TL
manage down
COACH
Diplomat
manage across
manage up
Champion
Because of what pivots around
them, the Team Lead is the most
important role on the team.
A great team lead amplifies their
team’s abilities and wields influence
throughout the organization.
A weak team lead serves as a black
hole, dragging their part of the
organization down with them.
Growth
Promotions
Search/
browse
Detail Page
Shopping
Cart
Reviews
Make a
Reservation
Checkout
Share
experience
Redeem
Team leadership
Growth
Promotions
Search/
browse
Detail Page
Shopping
Cart
Reviews
Make a
Reservation
Checkout
Share
experience
Redeem
Team leadership
Team leadership
Growth
Promotions
Search/
browse
Detail Page
Shopping
Cart
Reviews
Make a
Reservation
Checkout
Share
experience
Redeem
Team leadership
Growth
Promotions
Search/
browse
Detail Page
Shopping
Cart
Reviews
Make a
Reservation
Checkout
Share
experience
Redeem
Buyer 

Experience
Team leadership
Growth
Promotions
Search/
browse
Detail Page
Shopping
Cart
Reviews
Make a
Reservation
Checkout
Share
experience
Redeem
Purchase 

Design Team
S
D
D
D
TL
UR
S
D
D
TL
CS
UR
Post-Purchase

Design Team
DD
PM S
S
D CS
D
TL
Discovery 

Design Team
Buyer 

Experience
Systems
People
Culture
ProcessesThis humanist foundation provides the soul.
Systems
People
Culture
Processes
Vision
A vision aligns distributed effort.
(and is a subject for a different talk)
Systems
People
Culture
Processes
Vision
Systems
People
Culture
Processes
Vision
…which helps ensure the systems
are serving people, not themselves.
Thank you!
Peter Merholz
peterme@peterme.com
@peterme
http://orgdesignfordesignorgs.com

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