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GENERAL ASSEMBLY
generalassemb.ly | @bryanberger
GENERAL ASSEMBLY
Who am I?
I’m Bryan Berger,
Product Design Lead at General Assembly.
I lead a team of 5 Product Designers. We build
platforms and solutions for online and in-person
learning experiences.
Previously:
I’ve worked in UI/UX, Product Design and Web Development with companies such as:
IAC, Philips, Fox Sports, Ford, NASCAR and Ogilvy & Mather.
GENERAL ASSEMBLY
We offer both online and in-person education programs
that prepare students for a career in design, data,
marketing, and technology. We also work with employers
to help source, assess, and transform their talent.
ATLANTA HONG KONG LA NYC LONDON
By the end of this year, we’ll have 25 campuses around the world and over 25,000 graduates.
GENERAL ASSEMBLY
Design is at the core
GENERAL ASSEMBLY
So, what is this talk about?
How we paused all work for 2 weeks across all teams.
Why we needed to do it, what we did, and what we learned as a design team.
GENERAL ASSEMBLY
The Setting
▸I’ve been at GA for about a year
▸I’ve hired 3 new designers so far
▸We recently hired an amazing new Chief Product Officer
▸Our Product Team has been through some restructuring
▸We are in a growth stage and becoming more global
▸We have some foundational design improvements to consider
GENERAL ASSEMBLY
Why, stop everything and focus?
1. We started to hit the limits of our current solutions
2. Optimize team efficiency & design impact
3. Fix broken processes and sunset old cluttered systems
4. Shed light on things that have been overlooked
5. New courses, classes, formats
To deconstruct our current way of doing things & support a mode of growth
GENERAL ASSEMBLY
Your Typical Startup Lifecycle
GENERAL ASSEMBLY
First things first, knock down the Silos
1. Silos are destructive
2. They resist change
3. They promote one-off solutions
4. Scalability isn’t top of mind
5. They burn people out
It was obvious. In order to
sustain our growth the silos had
to go
GENERAL ASSEMBLYGENERAL ASSEMBLY
ENTER:
A DISTRACTION FREE
DESIGN SPRINT
GENERAL ASSEMBLY
How did we approach it?
GET
ALIGNED
1
GET BUY IN
4
SET
EXPECTATIONS
2
PRE-PLAN
3
MAKE IT
REAL
5
GENERAL ASSEMBLY
Step 1: Get Aligned
The Product Design focus was to position
ourselves to be more effective.
We had an off site and performed a SWOT
analysis of our team to identify what we were
going to tackle.
There were 2 clear problems we needed to
address.
GENERAL ASSEMBLY
Step 1 (cont): Get Aligned on the Objectives
Design standards
▸ The state of our frontend became unmanageable and chaotic
▸ Patterns that champion reusability, consistency, and efficiency across products and teams
▸ A single styleguide helps our production cycle
▸ Speak the same language across design and engineering
Service design
▸ Our service graph had become so complex, no one really knew how it all worked
▸ Blueprint and visualize all digital and physical interactions
▸ Our customer line of visibility was often skewed
▸ Our back-stage, sometimes disjointed processes were affecting customers
▸ To unlock the true power of our user-data
GENERAL ASSEMBLY
Secretly though...
Design standards & Service Design?
YESSS!
GENERAL ASSEMBLY
Step 2: Set expectations
1. Outline the schedule
2. Be realistic
3. Stop all other work...
4. Address ambiguity up front
5. Review the plan of attack
Rally the team!
GENERAL ASSEMBLY
Let our powers combine!
GENERAL ASSEMBLY
Step 3: Pre plan
1. Define the Epics up front
2. Define roles & responsibilities
3. Split the team & share decision making
4. Define success criteria & our DoD
5. Budget for any materials or offsite time
6. Build in critique time
7. Stub out a place for documentation
a. Final artifacts on Confluence
b. Working docs on Drive
▸Standard Design Sprint stuff
GENERAL ASSEMBLY
Step 4: Get buy in
1. Get Executive buy-in on the ROI impact of
each objective
2. Roll up to Product wide “Themes”
3. Create a dashboard for transparency (JIRA)
4. Include Stakeholders (let them know that
they will be heard)
GENERAL ASSEMBLY
Step 5: Make it real
1. Work towards a concrete outcome
a. Documentation
b. Prototypes
c. Opportunities
d. Research
e. Diagrams
f. Concepts
g. etc...
Be actionable after the 2 week sprint is over
GENERAL ASSEMBLYGENERAL ASSEMBLY
OUR APPROACH
Who Where
Evolve & Refine
GENERAL ASSEMBLYGENERAL ASSEMBLY
THE OUTCOME
GENERAL ASSEMBLY
GENERAL ASSEMBLYGENERAL ASSEMBLY
KEY LEARNINGS
GENERAL ASSEMBLY
Learnings
▸It's extremely inefficient to achieve growth & future goals without the
foundational pieces in place
▸Teams can now visualize the complexity and work to simplify it
▸We stubbed out a huge chunk of our Pattern Library
▸We identified key areas for additional research within our ecosystem
▸We have actionable roadmaps to tackle each initiative in order to,
keep the momentum going.
GENERAL ASSEMBLY
Learnings (cont) - The Distraction Free Design Sprint
▸Empower your team
▸Huge moral boosting capability
▸Draft a design team charter
▸Pair new hires with veterans
▸Cross-product design collaboration is very powerful
▸Make research insights accessible to everyone
▸Frame Stakeholder discussions on the present
(it’s easier to work with wish lists if we understand the facts first)
GENERAL ASSEMBLY
In Conclusion
Embrace the power of a distraction free design sprint!
THANKS!
GENERAL ASSEMBLY
▸ @bryanberger
▸ bb@ga.co
▸ generalassemb.ly

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Bryan Berger on Distraction Free Design Sprints at Design Driven NYC

  • 2. GENERAL ASSEMBLY Who am I? I’m Bryan Berger, Product Design Lead at General Assembly. I lead a team of 5 Product Designers. We build platforms and solutions for online and in-person learning experiences. Previously: I’ve worked in UI/UX, Product Design and Web Development with companies such as: IAC, Philips, Fox Sports, Ford, NASCAR and Ogilvy & Mather.
  • 3. GENERAL ASSEMBLY We offer both online and in-person education programs that prepare students for a career in design, data, marketing, and technology. We also work with employers to help source, assess, and transform their talent. ATLANTA HONG KONG LA NYC LONDON By the end of this year, we’ll have 25 campuses around the world and over 25,000 graduates.
  • 5. GENERAL ASSEMBLY So, what is this talk about? How we paused all work for 2 weeks across all teams. Why we needed to do it, what we did, and what we learned as a design team.
  • 6. GENERAL ASSEMBLY The Setting ▸I’ve been at GA for about a year ▸I’ve hired 3 new designers so far ▸We recently hired an amazing new Chief Product Officer ▸Our Product Team has been through some restructuring ▸We are in a growth stage and becoming more global ▸We have some foundational design improvements to consider
  • 7. GENERAL ASSEMBLY Why, stop everything and focus? 1. We started to hit the limits of our current solutions 2. Optimize team efficiency & design impact 3. Fix broken processes and sunset old cluttered systems 4. Shed light on things that have been overlooked 5. New courses, classes, formats To deconstruct our current way of doing things & support a mode of growth
  • 8. GENERAL ASSEMBLY Your Typical Startup Lifecycle
  • 9. GENERAL ASSEMBLY First things first, knock down the Silos 1. Silos are destructive 2. They resist change 3. They promote one-off solutions 4. Scalability isn’t top of mind 5. They burn people out It was obvious. In order to sustain our growth the silos had to go
  • 10. GENERAL ASSEMBLYGENERAL ASSEMBLY ENTER: A DISTRACTION FREE DESIGN SPRINT
  • 11. GENERAL ASSEMBLY How did we approach it? GET ALIGNED 1 GET BUY IN 4 SET EXPECTATIONS 2 PRE-PLAN 3 MAKE IT REAL 5
  • 12. GENERAL ASSEMBLY Step 1: Get Aligned The Product Design focus was to position ourselves to be more effective. We had an off site and performed a SWOT analysis of our team to identify what we were going to tackle. There were 2 clear problems we needed to address.
  • 13. GENERAL ASSEMBLY Step 1 (cont): Get Aligned on the Objectives Design standards ▸ The state of our frontend became unmanageable and chaotic ▸ Patterns that champion reusability, consistency, and efficiency across products and teams ▸ A single styleguide helps our production cycle ▸ Speak the same language across design and engineering Service design ▸ Our service graph had become so complex, no one really knew how it all worked ▸ Blueprint and visualize all digital and physical interactions ▸ Our customer line of visibility was often skewed ▸ Our back-stage, sometimes disjointed processes were affecting customers ▸ To unlock the true power of our user-data
  • 14. GENERAL ASSEMBLY Secretly though... Design standards & Service Design? YESSS!
  • 15. GENERAL ASSEMBLY Step 2: Set expectations 1. Outline the schedule 2. Be realistic 3. Stop all other work... 4. Address ambiguity up front 5. Review the plan of attack Rally the team!
  • 16. GENERAL ASSEMBLY Let our powers combine!
  • 17. GENERAL ASSEMBLY Step 3: Pre plan 1. Define the Epics up front 2. Define roles & responsibilities 3. Split the team & share decision making 4. Define success criteria & our DoD 5. Budget for any materials or offsite time 6. Build in critique time 7. Stub out a place for documentation a. Final artifacts on Confluence b. Working docs on Drive ▸Standard Design Sprint stuff
  • 18. GENERAL ASSEMBLY Step 4: Get buy in 1. Get Executive buy-in on the ROI impact of each objective 2. Roll up to Product wide “Themes” 3. Create a dashboard for transparency (JIRA) 4. Include Stakeholders (let them know that they will be heard)
  • 19. GENERAL ASSEMBLY Step 5: Make it real 1. Work towards a concrete outcome a. Documentation b. Prototypes c. Opportunities d. Research e. Diagrams f. Concepts g. etc... Be actionable after the 2 week sprint is over
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 31. GENERAL ASSEMBLY Learnings ▸It's extremely inefficient to achieve growth & future goals without the foundational pieces in place ▸Teams can now visualize the complexity and work to simplify it ▸We stubbed out a huge chunk of our Pattern Library ▸We identified key areas for additional research within our ecosystem ▸We have actionable roadmaps to tackle each initiative in order to, keep the momentum going.
  • 32. GENERAL ASSEMBLY Learnings (cont) - The Distraction Free Design Sprint ▸Empower your team ▸Huge moral boosting capability ▸Draft a design team charter ▸Pair new hires with veterans ▸Cross-product design collaboration is very powerful ▸Make research insights accessible to everyone ▸Frame Stakeholder discussions on the present (it’s easier to work with wish lists if we understand the facts first)
  • 33. GENERAL ASSEMBLY In Conclusion Embrace the power of a distraction free design sprint!
  • 34. THANKS! GENERAL ASSEMBLY ▸ @bryanberger ▸ bb@ga.co ▸ generalassemb.ly

Editor's Notes

  1. I’m going to talk to you guys a bit about the most recent Product Team Sprint we had at General Assembly and why I think it was extremely useful
  2. Expand on Hackathon Community Site - NY Hackathons Mentoring and Judging with Adobe
  3. Expand on the mode of growth we are in now.
  4. We’ve grown very quickly, and have always kept brand and design at the core of everything. We work with all teams across the company and value consistent design Relatability to previous work?
  5. Ask Audience a Question: Has anyone ever wanted to just stop and get back to basics? But it’s a challenge to escape the day-to-day demands of the business?
  6. Painting the picture.
  7. We needed the full support of the Product team (roughly 75 people) We are striving for design to impact every part of the digital and physical experience at GA.
  8. GA is on the road to growth and maturity, it’s the decisions we make now that set is up for the successful trajectory To sustain and continue to provide the best value to our customers we need to make those decisions now
  9. A design sprint to work on the most important design blockers and inefficiencies
  10. To make the most effective use of 2-weeks, or 1 sprint’s worth of time. Align on the work that needed to be done. Align to team OKRs (Objectives & Key Results) Set clear goals and reiterate them multiple times. Make sure people are listening Breakdown the Epics, Stories, and tasks logically to meet the expectations. Get executive and director level support on this change in rhythm and workflow Make the outcome worthwhile and actionable to benefit the whole
  11. Alignment We had a product leadership offsite to discuss our strengths, weaknesses, and opportunity areas
  12. Data is everywhere, yet you need a lot of it to paint a truthful picture
  13. This is a Design team’s dream. The time to think long term and strategically about how our end-user is interfacing with our collection of products and services.
  14. Overseer: Will scope out initial work requirements, manage time, conversations, and the overall sprint process Lead: The decider that will assure that decisions stick and momentum is maintained Team: The core working team tasked to push forward on all objectives and deliverables for an initiative. The Lead is also a member Consultants: anyone we need time from outside design
  15. Impact of design patterns = lets us prototype & test ideas 10x faster Themes like efficiency, reusability, refining our customer lens
  16. Development of the Service Blueprint Reinforce the Customer Lens: We broke our company down into customer environments, stages, and dimensions
  17. Refinements and Adjustments as we learned
  18. Take it digital to move faster and get feedback
  19. Audit
  20. Audit
  21. Patterns ecosystem
  22. Library (before and after)
  23. Describe key learnings
  24. Perspectives A Charter is the collective vision of what Design is at your company. What the mission and impact of the team will be
  25. It can do wonders in setting up your business to be successful and to keep design central to the decision making process