Organization Design for Design Organizations Peter Merholz e: [email protected] t: @peterme
To deliver great user experiences…
I just need to get the design rightstrategy
organization
Why are companies investing more in design?
Generates new business value Software is eating the world
The Expanding Role of Design
All design is service design
Definition Execution
Definitio
n / Requirem
entsIterative design Implem
entation
Strategy and plan, aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution, aka “Build the thing right.”
Ideation/Generation
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Design informs planning
Henrik Kniberg
The Three-Legged Stool
product/servicebu
sine
ss
tech
nolo
gy
desi
gnAdapted from Don Norman
Organizational Models for Design Teams
Capability Assessment
1 ft
SurfaceTypography, color, layout, interface design, spacing, animation, transitions
40%
10,000 ft
1,000 ft
The Big PictureIntegrated view of company’s entire offering, brand traits
5%
100 ft
StrategyRequirements, briefs, desired results, planning, vision, campaign concepts
15%
10 ft
StructureFlows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
40%
Centralized Internal ServicesYour in-house agency Project-based, organized by function
PROS
Strong design community Clear lines of authority
Wide range of projects
Interface consistency
Efficiencies of work product
Optimized headcount
CONS
Design is not strategic Little influence on important “upstream” decisions
Designers easily dismissed
Us vs Them Business unit disconnection
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D D DDD
Leadership
Decentralized and Embedded
Decentralized and EmbeddedEveryone Gets A Designer! Program-based
PROS
Business units gain control Part of the team
Design included throughout entire lifecycle
Feeling of ownership Quick iterations post-launch
CONS One narrow problem for a long time Lonely
Fractured user experience
Less efficient use of time and people
So, you’re screwed either way?
D D
DP P P P P P
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D D DDD
Leadership
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DP P P P P P
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Leadership
S S
DP P P P P P
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Leadership
Centralized Partnership
Centralized PartnershipBest of both worlds Designers supported in career, development, and day-to-day. Design teams maintain commitment across a meaningful set of products/features. Yet centralization helps maintain a holistic view across the entire customer experience. Freedom to shift after ‘tours of duty’. Not disrupted by inevitable re-organizations.
Think in terms of design teams
Structure of each design team
4-7 folks Singular strong leadership
• Manages down – gets the most and best out of their team • Manages across – collaborates with cross-functional partners • Manages up – presents to executives and other stakeholders
Best organized around business problems, not functions Spread of skills – strategy, planning, research, IxD, IA, visual design, prototyping
10,000 ft
1 ft
10 ft
100 ft
1,000 ft
S
S
D
DD
DD
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Initial Insight Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
That said...
Definition Execution
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Initial Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Plan
It’s better to iterate here...
...than here
Organize for the customer journey
If you’re designing for this...
Then it is senseless to have marketing and product/UX design on different teams. It’s all the same customer journey.
Keep teams focused on user types
Search / Browse Details Purchase
List Offering Enter Details
Redeem
Redeem
Review
Analyze
BUYER
SELLER Sell item
Keep teams focused on user types
Search / Browse Details Purchase
List Offering Enter Details
Redeem
Redeem
Review
Analyze
BUYER
SELLER Sell item
Search / Browse
Keep teams focused on user types
Details Purchase
List Offering Enter Details
Redeem
Redeem
Review
Analyze
BUYER
SELLER
Book
UpdateCalendar
Make a Reservation
Sell item
Where does Design report?
Creative Operational
photo: David Shankbone
Designers can keep a lot of other people busy
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6
21-31
With a 1) centralized partnership, 2) teams with strong leadership, 3) influencing definition, and 4) a relatively small team, you have leverage.
Leverage = Power
There’s no reason design can’t be the driving force.
We just need confidence, evidence, and commitment.
One more thing...
D D
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PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D DDD
Leadership
Decentralized and Embedded
S S
DP P P P P P
E E
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D D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
Centralized Partnership
Technology Features Experience
S S
DP P P P P P
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D D D
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PRODUCTMGMT
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Leadership
Still stuck in a “features” world
S S
Design Team
D D D
DD
Shopping Experience
Gifting
Merchandising
Sharing
Social
Wishlists
In-store pickup
Style guidePLUS
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Thank you for your consideration.Peter Merholz e: [email protected] t: @peterme
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