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Document File Name 00 Month 2014 9
London | Norwich | Singapore
UXPA IGNITE
Building the Experience
Design studio at Foolproof
October 2014
Tom Wood – Founding Partner
London | Norwich | Singapore
Design advice Design
I’m in the wrong business
Design advice Design
I’m in the wrong business
—
What’s wrong with being in
the design advice business?
THE
MASTURBATOR’S
DILEMMA
1.  Write down a description of the thing
you are building
2.  Make sure everyone understands
the change
3.  Create a team
4.  Protect the team from the rest of the
business
5.  Protect the rest of the business from
the team
6.  Rub out the dividing lines
7.  Accept the casualties
8.  Manage the narrative
Write down a
description of
the thing you
are building
Make sure everyone
understands the change
Create a team
Protect the
team from
the business
Rub out the dividing line
Accept the
casualties
Image: Shutterstock
Manage the narrative
The last phase
The one thing we didn’t
plan for…
Success
Building the Experience Design studio at Foolproof (Tom Wood)

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