The document discusses common assumptions about design workflows and processes. It argues that design workflows are not like clocks with fixed processes, but rather are emergent systems. It promotes establishing working agreements, clear purposes and roles, user involvement, and stakeholder engagement to support flexible, emergent design workflows.

1. Web Design is a Cloud, Not a Clock
Sarah B. Nelson | FOWD NYC 2011
Training, workshop design, coaching and facilitation for creative organizations.

2. #cloudclock
@sarahbeee
Training, workshop design, coaching and facilitation for creative organizations.

4. “The frightening and most difficult thing about being what
someone calls a ‘creative person’ is that you have
absolutely no idea where any of your thoughts come from,
and you have no idea where they’re going to come from
tomorrow.”
— “Art and Copy” documentary
Training, workshop design, coaching and facilitation for creative organizations.

5. !.
Training, workshop design, coaching and facilitation for creative organizations.

6. ?,
Training, workshop design, coaching and facilitation for creative organizations.

9. What are some common
assumptions
about design workflow?

10. Official workflows ensure
great
work.

11. There must be
one
right
way to design.

12. Everyone should use the
same
tools.

13. If we
diagram our workflow and
give it to everyone
on the project, it
will run smoothly.

14. PLANNING DESIGN
Inception Definition Go Broad Go Deep Detailed Design
• What is it? • How will we approach this • How many different ways could • How could this solution work? • Let’s get this out the door.
• Is it something we should problem? we solve this problem?
pursue? • What is the scope of this
problem?
Activities Activities Activities Activities Activities
Develop business case Develop design plan Hold Sketchboard sessions Hold Sketchboard sessions Develop use cases
Develop vision Scope the problem 1) Identify 3 directions 1) Map golden path Map all paths
Identify audiences Refine the vision 3 Interaction Models 2) Design sketchboard session Design screens and document
Identify team 3 Visual Approaches 3) Iteratively develop designs Document all page-based interactions
Outcomes 2) Sketch ideas for each direction Conduct Design Reviews Identify and document design patterns
Outcomes Design Plan 3) Modify ideas Develop click-through prototype
Project Brief, Draft 1 Project Brief, Final Conduct Design Reviews Conduct usability testing Outcomes
Team Select 1 Design Concept Revise Design Plan Design specification
Revise Design Plan
Outcomes
Outcomes Click-through prototype of golden path,
1 Selected Concept with visual design
April
Shannon (3s)
Pipeline Lead (4s)
Designers (5s & 6s)
Biz
Tech
Training, workshop design, coaching and facilitation for creative organizations.

15. know customers
develop
generate insights map experience align strategy measurement
model
know business
Training, workshop design, coaching and facilitation for creative organizations.

16. Training, workshop design, coaching and facilitation for creative organizations.

17. make
think
plan
test
Training, workshop design, coaching and facilitation for creative organizations.

18. Bosses
make the
Processes

19. Training, workshop design, coaching and facilitation for creative organizations.

20. not that
this

22. Training, workshop design, coaching and facilitation for creative organizations.

23. Training, workshop design, coaching and facilitation for creative organizations.

24. Training, workshop design, coaching and facilitation for creative organizations.

27. output
input
Training, workshop design, coaching and facilitation for creative organizations.

28. input output
Training, workshop design, coaching and facilitation for creative organizations.

29. Training, workshop design, coaching and facilitation for creative organizations.

30. Training, workshop design, coaching and facilitation for creative organizations.

31. design process is an
emergent
system
Training, workshop design, coaching and facilitation for creative organizations.

32. working
agreements
Training, workshop design, coaching and facilitation for creative organizations.

33. clear purpose
Training, workshop design, coaching and facilitation for creative organizations.

34. trust
Training, workshop design, coaching and facilitation for creative organizations.

35. clear
roles and
responsibilities
Training, workshop design, coaching and facilitation for creative organizations.

36. agreed-upon
approach
Training, workshop design, coaching and facilitation for creative organizations.

37. user
involvement
Training, workshop design, coaching and facilitation for creative organizations.

38. stakeholder
engagement
Training, workshop design, coaching and facilitation for creative organizations.

39. Sarah Kristy John

40. Sarah Kristy John
Goals Goals Goals
1 1 1
2 2 2
3 3 3

41. Sarah Kristy John
Goals Goals Goals
1 1 1
2 2 2
3 3 3
FEARS FEARS FEARS
1 1 1
2 2 2
3 3 3

42. Sarah Kristy John
Goals Goals Goals
1 1 1
2 2 2
3 3 3
FEARS FEARS FEARS
1 1 1
2 2 2
3 3 3
EXPECTATIONS EXPECTATIONS EXPECTATIONS
1 1 1
2 2 2
3 3 3

43. Sarah creative lead Kristy PM John UX LEad
Goals Goals Goals
1 1 1
2 2 2
3 3 3
FEARS FEARS FEARS
1 1 1
2 2 2
3 3 3
EXPECTATIONS EXPECTATIONS EXPECTATIONS
1 1 1
2 2 2
3 3 3

44. Sarah creative lead
Goals
1 Add a new e-commerce piece to my portfolio
2 To increase our experience with research projects
3 Try out a new analysis technique for our research

45. Sarah creative lead
Goals
1 Add a new e-commerce piece to my portfolio
2 To increase our experience with research projects
3 Try out a new analysis technique for our research
FEARS
1 That I won’t be able to spend enough time with the team
2 that the client’s expectations are unreasonable
3 That the project is underscoped

46. Sarah creative lead
Goals
1 Add a new e-commerce piece to my portfolio
2 To increase our experience with research projects
3 Try out a new analysis technique for our research
FEARS
1 That I won’t be able to spend enough time with the team
2 that the client’s expectations are unreasonable
3 That the project is underscoped
EXPECTATIONS
1 Of Sarah: That she is as accessible as possible
2 of the team: That people communicate honestly with each other
3 of SaRAH: that she has the team’s back

47. just because you wrote it on the board
doesn’t make it true
Training, workshop design, coaching and facilitation for creative organizations.

48. Bosses
make the
Processes

49. thank you!
sarah@tapirandtine.com
@sarahbeee
www.sarahbnelson.com
www.tapirandtine.com
Training, workshop design, coaching and facilitation for creative organizations.

50. photo credits
photo of Karl Popper by Steve Pyke
Training, workshop design, coaching and facilitation for creative organizations.