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Jane Austin - All the Things You Need When You Want Great Design

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A look at the processes and structures that support commercially successful product design. Jane will draw on her experiences from across her career, focusing specifically on The Telegraph and MOO. She will present four case studies from The Telegraph, each one emphasizing a particular aspect of design methodology. They will exemplify how her processes evolved to allow her team to ship well designed software at speed, maximising their effectiveness while minimising waste. Jane will then turn to her experiences at MOO, explaining how to lead an effective design team in an organisation that is scaling Agile. She will present the structures, the day-to-day processes and the lessons she has learned.

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Jane Austin - All the Things You Need When You Want Great Design

  1. 1. Hello Edinburgh! Turing Festival 2017 @msjaneaustin
  2. 2. @msjaneaustin All the things you need, when you need great design! Turing Festival 2017
  3. 3. @msjaneaustin All the things you need, when you need great design! Turing Festival 2017 Some of
  4. 4. @msjaneaustin All the things you need, when you need great design! * Turing Festival 2017 Some of * specifically for design for brilliant digital products…
  5. 5. Doing upfront design with one round of research at the end “I’m the expert..” Designers delivering never complicated solutions to prove they are a genius Anyone calling themselves a design genius Designers dispraaging other people’s opinions because they’re not designers Being unable to integrate MVT into a holistic design so you can gradually get a Frankenstein site “It’s what the business wants” Hordes of marauding BAs giving the design team a list of requirements to ‘colour in’ Defensive documentation Design team with no connection to data or KPIs Product managers overly invested in metrics and experiments Designers unable to adequately understand the impact of their work
  6. 6. Design team Dev team
  7. 7. Design team Dev teamUnified crew @msjaneaustin
  8. 8. You need a designer as facilitator
  9. 9. Image gallery Text-only articleArticle with image(s) 85 63 mins steps (13 repeating multiple times) wires+hubgalleryPOTD 115 152 mins steps (21 repeating multiple times) 27 58 mins steps (7 repeating multiple times) 10 38 mins steps (7 repeating multiple times) 18 37 mins steps (4 repeating multiple times) wiresstorycorrespondent’sstory Publishing a crime story from wires with images and an embedded graphic
  10. 10. UX/UI Developer/UI Product Manager UX/research UX/research
  11. 11. CEO
  12. 12. Praise Jesus!“ This will be a joy to use “ The first newspaper CMS I’ve used that is not even vaguely terrible….well done! “ It’s like a dream“ It’s really easy to use. It’s the Apple of CMSs “ Even my mother could use this “ It’s going to revolutionise our lives “ Oh look - it’s telling me off. I like that. “AFTER “Thank you!!!“ BEFORE It’s just bloody amazing
  13. 13. Use facilitation techniques to explore the problem space with the team Everyone knew the same thing at the same time - building a shared, deep understanding Have strong options lightly held - disagree, commit, test and iterate Zero to one - bake in analytics from the start.
  14. 14. You need cross functional crews
  15. 15. growth browse buy/ accounts pixel business tools E comm Create Our crew and tribe structure
  16. 16. three legged stool here
  17. 17. 29
  18. 18. Product ExD Agile Delivery Coach Tech Shaping the future of the Product Inspiring the world with the Product Vision Facilitating successful team delivery Enabling a healthy, happy & effective team Building, running, owning & iterating great products Delighting Customers Team Hugs Building a great product Creating sustainable, scalable products Build the right thingHelping validate needs and value prop Crafting brilliant experiences Build the right thing Build the thing right Build the thing right
  19. 19. You need design at every step of the process
  20. 20. Understand Define Explore Create Build the right thing Build the thing right
  21. 21. Understand Define Explore Create Build the right thing Build the thing right Generative research
  22. 22. Understand Define Explore Create Build the right thing Build the thing right Generative research Summative research
  23. 23. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Summative research
  24. 24. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Ethnographic research for unmet needs Summative research
  25. 25. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Ethnographic research for unmet needs Summative research Ship
  26. 26. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Ethnographic research for unmet needs Summative research Ship
  27. 27. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Ethnographic research for unmet needs Summative research Ship MVT
  28. 28. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Ethnographic research for unmet needs Summative research Ship MVT
  29. 29. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Generative research Ethnographic research for unmet needs Summative research Ship MVT Shippable increments
  30. 30. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Ship
  31. 31. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Ship
  32. 32. We have observed that [product/ service/organisation] isn’t meeting [these goals/needs], which is causing [this adverse effect]. How might we improve so that our product/service/team/organisation is more successful based on [these measurable criteria]?
  33. 33. "Among competing hypotheses, the one with the fewest assumptions should be selected." William of Ockham
  34. 34. Hypotheses backlog
  35. 35. “I would have written a shorter letter, but I didn’t have the time” Blaise Pascal
  36. 36. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Ship
  37. 37. The design process needs to be collaborative and iterative You need to work with your team to ideate, to create solutions, and for them to observe the research together, and wash up together, so you have a shared understanding - just as I described in the authoring case study You don’t need huge amounts of research documentation - move fast and make better decisions Sometimes you won’t agree - so you need to disagree and commit …and not everyone will be in every meeting or research sessions, so the team will need to have enough info to trust the quad - you need consent not consensus
  38. 38. Understand Define Explore Create Build the right thing Build the thing right Shaping the problem space Ship
  39. 39. Arial Arial Narrow Avenir Avenir Next Baskerville Century Gothic Charter Courier Damascus Didot Arial Helvetica Helvetica Neue Recently used Century Gothic Damascus Times New Roman Arial Arial Arial Narrow Avenir Avenir Next Baskerville Century Gothic Rendered fonts Researched showed rendered fonts are not needed Don’t build until you have validated a need for it
  40. 40. Technical difficulty Uservalue/revenue Easy and important Hard and important This can wait Why do this?
  41. 41. VISUAL DESIGN / UI Before
  42. 42. VISUAL DESIGN / UI After
  43. 43. The quad works together to break apart the design, but its the designers responsibility to define shippable increments Get usefulness or value to the customer as early as possible and iterating Track the value or signals from the work delivered and act on them Balance effort versus reward
  44. 44. You need to ensure consistency
  45. 45. PagesTemplatesOrganismsMolecules L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM Tiles x 3 module title Module lead copy lorem ipsum dolor sit amet consectetur Account SearchCart Products Inspiration 10+ Employees? Help & FAQ MOO Business Cards. The story of you. Create uniquely premium business cards in just a few steps. L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM L A N D S C A P E 4 : 3 Heading 6 Small_body_Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Text link here 300 GSM Tiles x 3 module title Module lead copy lorem ipsum dolor sit amet consectetur Account SearchCart Products Inspiration 10+ Employees? Help & FAQ Original • Our 'feel good' premium paper • Available in gloss or matte finishes • Also in eco-friendly 'Green' option Shop Original 350 GSM Heading 6 • Silky smooth, strong and durable • Available in Soft Touch or High Gloss • Customisable with special design finishes Shop Super 400 GSM Luxe • Extra-thick Mohawk Superfine® luxury paper • Choice of eight eye-catching colour seams • Naturally textured – write on either side! Shop Luxe 300 GSM Shop By Paper You can’t go wrong. We start at premium and go all the way to extra fancy. MOO Business Cards. The story of you. Create uniquely premium business cards in just a few steps. Atoms @msjaneaustin
  46. 46. @msjaneaustin
  47. 47. @msjaneaustin
  48. 48. @msjaneaustin
  49. 49. You need the right people (with the right attitude)
  50. 50. team pic here
  51. 51. You need an *amazing* VP of Product

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