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Org Design for Design Orgs - The Workshop

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As the move to establish in-house design teams accelerates, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters. This workshop seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, and what works and what doesn’t.

Topics include:

- How a service design mindset shifts standard organizational approaches
- Organizational models for design teams, from centralized to decentralized and back again
- Breadth and depth of skills and strategic thinking
- The 5 Stages of Organisational Evolution
- A New Taxonomy of Design Team Roles

Published in: Design
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/tefw43l } ......................................................................................................................... .........................................................................................................................
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Org Design for Design Orgs - The Workshop

  1. 1. Design Your Design Organization Peter Merholz e: peterme@peterme.com t: @peterme Kristin Skinner e: kristinskinner.ks@gmail.com t: @bettay
  2. 2. Agenda 1. Your Product and Design Organization 2. The Expanded Role of Design 3. Organizational Models and Design Output 4. The 5 Stages of Design Organizations 5. The Untapped Opportunity for Design
  3. 3. 1. 
 Your Product and 
 Design Organization
  4. 4. Describe your Design Org On a big sheet of paper: • draw your org chart • list your roles • anything else (charter, OKRs, etc.) ACTIVITY✍
  5. 5. What do you want to talk about?
  6. 6. 2. 
 The Expanded Role of Design
  7. 7. Why are companies investing more in design? Generates new business value Software is eating the world
  8. 8. Everything is, or is becoming, a service (Debating on either showing Everything is, or is becoming, a service
  9. 9. All design is service design
  10. 10. management marketing engineering manufacturing sales support adapted from Rob Brunner’s talk at 2016 O’Reilly Design Conference design
  11. 11. management marketing engineering manufacturing sales support adapted from Rob Brunner’s talk at 2016 O’Reilly Design Conference design
  12. 12. management marketing design engineering manufacturing sales support management marketing engineering manufacturing salessupport adapted from Rob Brunner’s talk at 2016 O’Reilly Design Conference design
  13. 13. Definition Execution Definition / Requirem ents Iterative design Im plem entation Strategy and plan, 
 aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, 
 aka “Build the thing right.” 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 design makes strategy concrete design supports delightful, engaging experiences Plan Ship Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight
  14. 14. Design informs planning Henrik Kniberg
  15. 15. The Three-Legged Stool product/service business technology designAdapted from Don Norman
  16. 16. Design… …generates value …tames software complexity …coheres service experiences …enhances all practices …defines new offerings …informs planning
  17. 17. Drawn from running a design firm, going in-house Concern that these big investments are not going to pay off, at least not to nearly their potential At issue is not the product of design, but the unseen stuff ‘behind the scenes’ that ultimately affects that quality Why do we teach this?
  18. 18. 3. 
 Organizational Models and Design Output
  19. 19. Centralized Internal Services Your in-house agency Project-based, organized by function PROS Strong design community Clear lines of authority Wide range of projects Interface consistency Efficiencies of work product Optimized headcount
 CONS Design is not strategic Little influence on important “upstream” decisions Designers easily dismissed Us vs Them Slow
  20. 20. Decentralized and Embedded Everyone Gets A Designer! Program-based
  21. 21. D D DP P P P P P E E E E E E E E E E E E E E EDE DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews D D DDL Leadership Decentralized and Embedded +n +n +n +n +n
  22. 22. Decentralized and Embedded Everyone Gets A Designer! Program-based PROS Business units gain control Part of the team Design included throughout entire lifecycle Feeling of ownership Quick iterations post-launch
 CONS One narrow problem for a long time Lonely Fractured user experience Less efficient use of time and people
  23. 23. So, you’re screwed either way?
  24. 24. Think in terms of design teams
  25. 25. D D DP P P P P P E E E E E E E E E E E E E E EDE DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews D D DDL Leadership +n +n +n +n +n
  26. 26. S S DP P P P P P E E E E E E E E E E E E E E EDE D D D DL DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership CS +n +n +n +n +n
  27. 27. S S DP P P P P P E E E E E E E E E E E E E E EDE D D TL DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Centralized Partnership +n +n +n +n +n CS
  28. 28. Centralized Partnership aka “hybrid”, “federated” 
 Designers supported in career, development, and day-to-day. Design teams maintain commitment across a meaningful set of products/features. Yet centralization helps maintain a holistic view across the entire customer experience. Teams allow for complete spread of needed skills. Freedom to shift after ‘tours of duty’. “Load balancing” keeps designers most productive.
  29. 29. Let’s say you have a set of product teams… Growth Seller Tools Search/ Browse Product Page Shopping Cart and Checkout Reviews
  30. 30. Focus design on customer types Buyer Design 
 Team Seller Design
 Team Growth Seller Tools Search/ Browse Product Page Shopping Cart and Checkout Reviews Buyer 
 Experience Seller 
 Experience S S D D TL S S D TL D
  31. 31. Make an Appointment Buyer Design 
 Team Seller Design
 Team S S D D TL S S D D TL Growth Seller Tools Search/ Browse Product Page Shopping Cart and Checkout Reviews Buyer 
 Experience Seller 
 Experience D Focus design on customer types
  32. 32. S S D CSDD Purchase 
 Design Team S D D D TL S D D TL Growth Promotions Search/ browse Detail Page Shopping Cart Reviews Make a Reservation Checkout Share experience Redeem D CS TL PM UR UR And stick with it as you scale… Post-Purchase
 Design Team Discovery 
 Design Team Buyer Design 
 Team
  33. 33. Ken Norton Noah Weiss From Ken Norton’s “Don't Ship The Org Chart” Parts 1 and 2 Organize your product managers around customers, not code repositories. 
 Connect PM areas of ownership to users and their product experiences. Maybe you have a buyer PM and a seller PM instead of back-end and front-end PMs. “ ” Just like it’s ideal to organize your PM team around customers and use cases, the same goes for engineering. 
 Otherwise, you risk having a PM responsible for a use case having to work with half a dozen engineering teams to ship a feature: server, web, iOS, Android, infra, etc. “ ”
  34. 34. How could you embrace the Centralized Partnership? Design in teams Organize by customer journey DISCUSSION
  35. 35. One design organization to tie it all together, organized by customer journey management marketing engineering manufacturing sales support design
  36. 36. …which requires a lot of skills! Software Products Hardware Products Environments Communications Interaction Design Information Architecture Visual Design Prototyping Industrial Design Wayfinding
 Interior Architecture Brand Identity Design Graphic Design Information Design Motion Graphics Packaging The Journey Service Design Content Copywriting
 Content Strategy Videography Photography Research Ethnographic research Usability testing Quantitative studies
  37. 37. …and presence at all levels of scale 1 ft Surface Typography, colour, layout, interface design, spacing, animation, transitions 10,000 ft 1,000 ft The Big Picture Integrated view of company’s entire offering, brand traits 100 ft Strategy Requirements, briefs, desired results, planning, vision, 
 campaign concepts 10 ft Structure Flows, service blueprints, wireframes, wayfinding, navigation, 
 brand standards and guidelines, visual language
  38. 38. A team Peter inherited… CD CDCD CD CD CD CD CD UXR UXR UXR PjM VP PD PD PD PD PDPD PD PD PD PD PD PD PD PD PD
  39. 39. 10,000 ft 1 ft 10 ft 100 ft 1,000 ft VP UXR UXR CD CD CD CD CD CD CD CD PjM PD PD PD PD PDPD PD PD PD PD PD PD PD PDPD UXR
  40. 40. 1 ft Surface Typography, colour, layout, interface design, spacing, animation, transitions 10,000 ft 1,000 ft The Big Picture Integrated view of company’s entire offering, brand traits 100 ft Strategy Requirements, briefs, desired results, planning, vision, 
 campaign concepts 10 ft Structure Flows, service blueprints, wireframes, wayfinding, navigation, 
 brand standards and guidelines, visual language ✍ ACTIVITY Assess your levels of scale %
  41. 41. 1 ft Surface Typography, colour, layout, interface design, spacing, animation, transitions 10,000 ft 1,000 ft The Big Picture Integrated view of company’s entire offering, brand traits 100 ft Strategy Requirements, briefs, desired results, planning, vision, 
 campaign concepts 10 ft Structure Flows, service blueprints, wireframes, wayfinding, navigation, 
 brand standards and guidelines, visual language ✍ ACTIVITY Assess your levels of scale % 5% 40% 15% 40%
  42. 42. Structure of each design team 4-7 folks Singular strong leadership • Manages down – gets the most and best out of their team • Manages across – collaborates with cross-functional partners • Manages up – presents to executives and other stakeholders Dedicated to a customer type and their journey Spread of skills – strategy, planning, research, IxD, IA, visual design, prototyping 10,000 ft 1 ft 10 ft 100 ft 1,000 ft S S CS D D TL
  43. 43. How capable is your team in delivering across the entire customer journey? Across skills and scales? How could you augment? How integrated is the team to all corporate functions? DISCUSSION
  44. 44. Where does design live?
  45. 45. Design Director Design Director Design Director Design Director VP of Product Dir of PM Dir of PM Dir of PM Dir of PM Who's the head of design? that guy/gal
  46. 46. A design team needs to be in charge of its own destiny, and this requires: Focused leadership with autonomy and executive access.
  47. 47. Focused leadership Head of Design Design Director Design Director Design Director VP of Product Dir of PM Dir of PM Dir of PM Dir of PM
  48. 48. Autonomy Head of Design Design Director Design Director Design Director VP of Product Dir of PM Dir of PM Dir of PM Dir of PM
  49. 49. Executive Access Head of Design Design Design Design VP of Product Dir of PM Dir of PM Dir of PM Dir of PM CEO
  50. 50. Does your design leadership have autonomy and access? Is design leading design? Can they shape their org as they see fit? Are they two or fewer rungs from the CEO? QUICK DISCUSSION
  51. 51. 4. 
 The 5 Stages of 
 Design Organizations
  52. 52. Stage 1: The Initial Pair HD PD Head of Design •creative •managerial •operational •(and, at this stage,
 a maker) Product Designer • Structure and/or • Surface
  53. 53. Stage 2: A Full Team HD PD PD PD CS CD PD Content Strategist •Voice and tone •Content structure •Copywriting Communication Designer • Visual designers • Online and offline • Brand • Information design
  54. 54. Stage 3: From Design Team to Design Org HD PD PD CS TL PDPD CS UXR CD PD Team Lead •Not (necessarily) a people manager •Manages down, sideways, and up UX Researcher •Generative and evaluative •Highly leveraged Head of Design, revisited •May struggle with scale •Might need a new one
  55. 55. DM Stage 4: Coordination to Manage Complexity HD PD PD CS CD PDDM PD CS CD PD PM TL PDPD CS PD UXR UXR SD Service Designer •Strategy and Structure •Integrates across teams Program Manager •Design Operations •Organizational effectiveness •Not delivery Design Manager •Might be Team Lead •People manager •Still practices
  56. 56. Let’s take a little detour…
  57. 57. Does your team suffer these issues? • trouble coordinating internally, particularly around process, communications, and file management • difficulty collaborating with other parts of the organization • inappropriate staffing on projects and programs • lack of visibility into related work streams • duplicated efforts • non-existent measurement
  58. 58. Little “o” Operations “The sand in the gears” Scheduling and budgets Tools and procedures Communication and coordination Measured by effectiveness
  59. 59. Big “O" Operations Annual planning ensuring adequate headcount Compensation packages that are fair for the market Adjustments to performance reviews to suit designers Facilities and IT to support collaborative work styles Policy changes to support real customer research Big “O” Operations
  60. 60. How effective is your design team? Do people feel like they’re spinning their wheels, putting in a lot of effort but seeing few results? Are projects/programs appropriately staffed? Does the team have the resources they need to do great work? (Machines, devices, physical space) DISCUSSION
  61. 61. DM Stage 4: Coordination to Manage Complexity HD PD PD CS CD PDDM PD CS CD PD PM TL PDPD CS PD UXR UXR SD
  62. 62. Stage 5: Distributed 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 Design Director • Oversees a swath of teams/experiences • Integrates across teams TL TL DM DM DM Creative Director •Focused solely on creative leadership •Establishes quality standards Director of Research •Leads research team/ efforts •Insights hub Creative Technologist •Prototypes new experiences •NOT a Front-end Dev
  63. 63. The Roles, Revisited Leadership Head of Design Design Manager/Director Creative Director Team Lead Director of Research Director of Design Program Management
 Staff Product Designer Communication Designer Content Strategist UX Researcher Service Designer Program Manager Creative Technologist
  64. 64. How do these stages resonate? How about the roles? DISCUSSION
  65. 65. 5. 
 The Untapped Opportunity for Design
  66. 66. Designers can keep a lot
 of other people busy
  67. 67. S S DP P P P P P DL E E E DL E E E DL E E E DL E E E DL E E E DE D D TL DESIGN 
 PRODUCT
 MGMT ENGINEERING = 6 = 31 E E E E E E E E E E Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership CS
  68. 68. With a 1) centralized partnership, 2) teams with strong leadership, 3) influencing definition, and 4) a relatively small team, you have leverage.
  69. 69. Leverage = Power There’s no reason design can’t be the driving force. We just need confidence, evidence, and commitment.
  70. 70. One more thing...
  71. 71. D D DP P P P P P E E E E E E E E E E E E E E EDE DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews D D DDL Leadership Decentralized and Embedded +n +n +n +n +n
  72. 72. S S DP P P P P P E E E E E E E E E E E E E E EDE D D DL DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Centralized Partnership +n +n +n +n +n CS
  73. 73. Technology Features Experience
  74. 74. S S DP P P P P P E E E E E E E E E E E E E E EDE D D DL DESIGN 
 PRODUCT
 MGMT ENGINEERING Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews Leadership Still stuck in a ‘features’ world +n +n +n +n +n CS
  75. 75. Design 
 Team Shopping Experience Gifting Merchandising Sharing Social Wishlists In-store pickup Style guide PLUS Search/ Browse Product Page CheckoutPersonalizationUGC/ Reviews S S D D D DL CS
  76. 76. Thank you for your consideration. Peter Merholz e: peterme@peterme.com t: @peterme Kristin Skinner e: kristinskinner.ks@gmail.com t: @bettay

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