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ADAPTING TO
CHANGE
ANTHONY ARMENDARIZ
@MANTWAN
To improve is to change.
To be perfect is to change OFTEN.
WINSTON CHURCHILL
“
HELLO MY NAME IS
ANTHONY
A.K.A @MANTWAN
EXPERIENCE DIRECTOR
(I help internal teams and client partners think outside of the box to
create innovative and delightful user experiences.)
1996
ARTIST
MULTIMEDIA
DESIGNER
FRONT-END
DEVELOPER
WEB
DESIGNER
INTERACTIVE
ADVERTISING
VISUAL DESIGN
LEAD
CREATIVE
DIRECTOR
VP OF
UX &
DESIGN
PRODUCT
DESIGNER
3 TIMES
FREELANCE
DESIGNER
2 TIMES
AGENCY
OWNER
2014
EXPERIENCE
DIRECTOR
OVER 18 YEARS, I’VE BEEN 14 TYPES OF DESIGNER
THAT’S ONE EVERY
1.2 YEARS
60
40
SELF EMPLOYMENT VS. EMPLOYMENT
75
25
DESIGNER VS. MANAGER
REINVENTED MYSELF CONSTANTLY
TO CHANGE OUR PERSONAL LIVES WE
STARTED AN AGENCY TOGETHER
I HIRED MYSELF OUT OF A JOB
(And I’m learning to adapt to that change.)
“There was a time when Apple couldn’t be taken
seriously and then there was a time when they
UNKNOWN
made the rest of the world demand only the highest
quality design products and experiences. This is
when we finally had a seat at the table.
DAMN, IT FEELS GOOD TO
BE A GANGSTA
EVERYONE WANTS WHAT WE CREATE.
(AND THEIR ADDICTED)
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
THERE’S A TALENT WAR GOING ON.
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
MOM’S BASEMENT
Adapting to Change (Chicago Camps 2014)
THE TOOLS WE CREATED
CREATED MORE OF US.
Adapting to Change (Chicago Camps 2014)
As a designer, you’re constantly trying to
improve. In this industry, if you are standing
JOE WILLIAMS
@STUDIOROHAN
“
still, you’re falling behind.
A STORY OF CHANGE
OUR ROOTS
THE MACINTOSH
1984
“Anyone with a computer regardless if they had
any experience or not could produce design.
MY DAD - ISRAEL ARMENDARIZ
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.
ANTIQUE SITES
1995-2000
FLASH
1999
WEB 1.0 (K10K.NET)
1999
“TAKING YOUR TALENT TO THE WEB” by JEFFREY ZELDMAN
2001
FLASHWEB BASED PRODUCTS
2001
A MATURE WEB
2005-NOW
WEB 2.0
2006
WE CREATED AN INDUSTRY FULL
OF DESIGN SPECIALTIES THAT DIDN’T
EXIST BEFORE.
AT THE SAME TIME…THIS IS WHAT
MOBILE LOOKED LIKE
AND DESIGNING FOR IT WAS HORRIBLE.
AND THEN CAME THE IPHONE.
LIKE GOOGLE GLASSES, IT WAS A BIT 

SILLY AT FIRST BUT IT CHANGED
OUR PERCEPTION.
BUT NOW MOBILE WEB MATTERED
APP
LEAFLETS
Adapting to Change (Chicago Camps 2014)
THEY WERE DESIGNED BY DEVELOPERS.
SOUND FAMILIAR?
DIGITAL DESIGN AGENCIES ARE
COMPLETELY DISRUPTED
THE PARADIGM SHIFT
WE GENERALLY SPECIALIZED AND THOUGHT
THAT WE WOULD BE OKAY
THE PROBLEM
WEB
DESIGNERS
MOBILE
DESIGNERS
&
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
POUR ONE OUT FOR THE
HOMIES
GOODBYE
WEB MASTER
HASTA LA VISTA
PRINT DESIGNER
CIAO
FLASH DUDE
ADIOS
INFORMATION
ARCHITECT
Adapting to Change (Chicago Camps 2014)
SAYONARA
WEB DESIGNER
PEACE OUT
MOBILE DESIGNER
Adapting to Change (Chicago Camps 2014)
HELLO
PRODUCT DESIGNER
INDUSTRIAL 

DESIGN
BRANDING
SOCIAL MEDIA
👥
ANALOG
DESIGN
📖
MARKETING &
ADVERTISING
📢
💻
DIGITAL
PRODUCTS
📱
DIGITAL
ECOSYSTEMS
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
IT DOESN’T WORK.
THE WATERFALL PROCESS
Adapting to Change (Chicago Camps 2014)
• Proposal
• Contract
• Kick-Off Meeting
• Project Brief
• Project Schedule
• Strategy
• Project Brief
DISCOVERY
• User Personas
• FVA
• Requirements
• Wireframes
• Prototype
DEFINE
• Moodboards
• Conceptual Design
• Visual Design
• Style Guide
DESIGN
• Front-End Code
• Engineering
• Testing & QA
• Release
• Support
DEVELOP
WATER FALL PROCESS EXAMPLE
DURATION
6 Mos. with a Creative Director, Information Architect/Interaction Designer, Visual Designer, Developer
SURE, “AGILE” IS A BUZZ WORD.
BUT IT WORKS.
AGILE/LEAN PROCSS
MVP or Subset of Features
(every 2 Weeks)
AVERAGE DURATION:
6 Mos.
!
TEAM:
Product Owner/Client
Product Designer
Developer
Requirements
Design
Develop & Release
User Test
THE AGILE PROCESS EXAMPLE
PRODUCT DESIGN SKILLZ
VISUAL DESIGN HEAVY
10%
20%
70%
INTERACTION HEAVY
10%
70%
20%
PM HEAVY
75%
20%
5%
AN EVEN SPLIT
33%
33%
33%
Hire a Product Designer who knows iOS,
Android, Windows, and great at UX but is also
HE WHO WILL NOT BE NAMED
“
a talented illustrator.
“
WILSON MINER “WHEN WE BUILD”
If the environment is always changing,
then we need to be always learning.
future predictionsLET’S TAKE A GLIMPSE INTO
THE FUTURE
THEY’RE EVERYWHERE.
(OBVIOUSLY)
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
MOVIE
IRON MAN
MOVIE
HER
Adapting to Change (Chicago Camps 2014)
Adapting to Change (Chicago Camps 2014)
“If the project you worked on hit the market
and no body wanted it, nobody used it,
DAVID COLE
would you blame yourself? If the answer is no
then I think you do not have enough authority.
If you’re blaming others for the outcomes in
your work, it’s time to demand more.
THE HALF-PIPE EFFECT
PAST MOBILEWEB
PRODUCT
DESIGN FUTURE
THEN NOW
EMBRACING
CHANGE
LEARN TO SELF MANAGE AND
SUPPORT YOUR TEAM
1
REACQUAINT YOURSELF WITH SOUND,
ANIMATION & MOTION GRAPHICS.
(AND 3D IF YOU’RE BRAVE ENOUGH)
2
3
IT’S ALWAYS ABOUT WHAT THE USER
WANTS AND NEEDS. NOT YOU.
4
DEVELOP T-SHAPED SKILLS
BREADTH OF KNOWLEDGE
DEPTHOFEXPERTISE
5
GOOD OR BAD, A UX IS A RESULT OF
WHAT YOU AND YOUR TEAM CREATES.
IT’S NOT A ROLE.
EMBRACE AGILE
6
5
LEARN MOBILE ALREADY
7
KNOWING IOS ISN’T EVEN
HALF OF THE BATTLE
8
IT’S NOT JUST ABOUT HOW IT LOOKS AND
FEELS. DESIGN IS HOW IT WORKS.
9
STEVE JOBS
THE PROBLEM ISN’T SOLVED UNTIL IT CAN
BE DEMONSTRATED.
10
“PHOTOSHOP IS NOT THE CANVAS.
THE TECHNOLOGY IS.”
11
MATTHEW ARMENDARIZ
SHOULD DESIGNERS CODE?
UNDERSTANDING TECHNOLOGY
(OUR CANVAS) WILL HELP US
CREATE BETTER WORKS OF ART
LEARN TO SELL YOUR WORK
AND ESTIMATE ON THE SPOT.
12
LEAD, FOLLOW, AND
GET OUT OF THE WAY
13
OR MAYBE YOU ALREADY KNOW THIS AND 

I AM THE ONE WHO NEEDS TO CHANGE.
14
“
RICHARD TIRENDI
If you’re the smartest person in the room,
you might be in the wrong room.
THANK YOU & LET’S KEEP IN TOUCH
WWW.FUNSIZE.CO
!
"
#
ANTHONY@FUNSIZE.CO
@MANTWAN
@FUNSIZE

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