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ORG DESIGN FOR DESIGN ORGS
KRISTIN SKINNER
MANAGING DIRECTOR, ADAPTIVE PATH
HEAD OF DESIGN MANAGEMENT, CAPITAL ONE
kristin@adaptivepath.com
@adaptivepath
@bettay
GENERATES NEW BUSINESS VALUE SOFTWARE IS EATING THE WORLD
2004
2011
Why are Companies Investing in Design?
First User Experience Firm in US
Elements of UX
Experience Design
Subject to Change
Service Design
This is Service Design Thinking
Acquired by Capital One
Enterprise Service Design
Orchestrating ExperiencesThis is Service Design DoingOrg Design for Design Orgs
2001
2002
2007
2007
2011
2012
2014
2015
2016
A (very) brief history
ADAPTIVE PATH
400 clients, 13 years, 12 countries, and 19 financial institutions
Consumer Brands Sonos Samsung Hitachi General Electric Crayola Thule Asics
Financial Services American Funds Ameriprise Financial BBVA Compass Deutsche Bank Morningstar And many more*
Government NASA San Francisco Innovation Team United Nations
Healthcare Connecture John Muir Health Mercy Health UCSF Medical Center UCSF School of Nursing
Media AOL Getty Images Harvard Business Review O’Reilly PBS SK Telecom Technorati Thomson Reuter
Non-Profit Ashoka Changemakers The Exploratorium McKesson Foundation National Public Radio Richland Public Library USC
Technology Adobe Ask.com Flickr Google Microsoft Mozilla MySpace Palm Skype Snapfish Sun Twitter
Travel & Tourism Airbnb Carnival Cruises Cathay Pacific Rail Europe Princess Cruises Vail Resorts
Retail eBay Nike Lowe's REI Trek Zappos
*That we can’t tell you about
ADAPTIVE PATH
At Capital One, we work across the enterprise
US CARD
ADAPTIVE PATH
CARD DESIGN TEAM
BANKBANK
DESIGN TEAM
FINANCIAL SERVICESFS DESIGN
TEAM
ADAPTIVE PATH AT CAPITAL ONE
ADAPTIVE PATH AT CAPITAL ONE
REIMAGINE EXPERIENCES
SIMPLIFYBUSINESS
Line of Visibility
We look at the entire system, inside and out
ADAPTIVE PATH AT CAPITAL ONE
We’re composed of three groups with interrelated missions
SERVICE EXPERIENCE DESIGN
EVENTS NON-PROFITS
DESIGN MANAGEMENT
ADAPTIVE PATH
ADAPTIVEPATH.ORG
DESIGN MANAGEMENT
Design Managers are the GPS of the design organization. We help to provide visibility and context, illuminate paths, help navigate roadblocks, and ensure alignment to help build an ecosystem of products and services to best serve our customers.
What We Do
What We Do
Coordinate Efforts Prioritize & Plan Advocate for Quality Enable Culture
DESIGN MANAGEMENT
To be published September 2016
Early Release Available Now from O’Reilly
Topics (partial list):
→ Realizing the Potential of Design
→ Organizational Models
→ The 5 Stages of Design Organizations
→ The 12 Qualities of Effective Design Organizations
→ Margaret Gould Stewart, Facebook → Bob Baxley, Pinterest (formerly Apple) → Catherine Courage, Docusign (formerly Citrix) → Dave Cronin, GE → Kaaren Hanson, Medallia (formerly Intuit) → Mike Davidson, Twitter → Prof. Sara Beckman, Haas School of Business → Milissa Tarquini, Scripps (formerly AOL)
Interviews with Design Leaders
→ Chris Avore, Nasdaq → Secil Watson, Wells Fargo → Lesley Mottla, M. Gemi, formerly Zipcar → Braden Kowitz, Google Ventures → Leah Buley, Forrester (formerly Intuit) → Maria Giudice, Autodesk (formerly Facebook) → Chris McCarthy, Kaiser Permanente → Sabine Junginger, Author and Design Professor
DefinitionStrategy and plan, aka “Build the right thing.”
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
DefinitionStrategy and plan, aka “Build the right thing.”
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
DefinitionStrategy and plan, aka “Build the right thing.”
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
DefinitionStrategy and plan, aka “Build the right thing.”
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
Definition ExecutionStrategy and plan, aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution, aka “Build the thing right.”
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
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
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
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
design makes strategy concrete
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
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
design makes strategy concrete design supports delivering experiences
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial Insight
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 point of view easily dismissed
Us vs Them
Business unit disconnection
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Decentralized and Embedded
P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D
Decentralized and Embedded
D
P P
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D
Decentralized and Embedded
D
P P P
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D
Decentralized and Embedded
D D
P P P P
E E
E E
E E
E E
E E
E E
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D
Decentralized and Embedded
D D
P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D D
Decentralized and Embedded
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
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
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
D D DDD
Leadership
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
CS
D D
DP P P P P P
E E
E E
E E
E E
E E
E E
E E
E E
E
E
E
E
DE
D D
DD
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse
Product Page
CheckoutPersonalizationUGC/Reviews
Leadership
Centralized PartnershipCS
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.
Deliver at all levels of scale10,000 ft
1,000 ft
The Big PictureIntegrated view of company’s entire offering, brand traits
Deliver at all levels of scale10,000 ft
1,000 ft
The Big PictureIntegrated view of company’s entire offering, brand traits
100 ft
StrategyRequirements, briefs, desired results, planning, vision, campaign concepts
Deliver at all levels of scale10,000 ft
1,000 ft
The Big PictureIntegrated view of company’s entire offering, brand traits
100 ft
StrategyRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
StructureFlows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
Deliver at all levels of scale
1 ft
SurfaceTypography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
The Big PictureIntegrated view of company’s entire offering, brand traits
100 ft
StrategyRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
StructureFlows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
Proposed levels of scale
1 ft
SurfaceTypography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
The Big PictureIntegrated view of company’s entire offering, brand traits
100 ft
StrategyRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
StructureFlows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
40%
5%
15%
40%
%
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, writing, visual design, prototyping
10,000 ft
1 ft
10 ft
100 ft
1,000 ft
D
D
DD
DD
CS
Let’s say you have a set of product teams…
Growth Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
Keep teams focused on customer types
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
Keep teams focused on customer types
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
D D
D D
TL
Keep teams focused on customer types
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
D D
D D
TL
D D
D D
TL
Keep teams focused on customer typesBuyer Design Team
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
D D
D D
TL
D D
D D
TL
Keep teams focused on customer typesBuyer Design Team
Seller DesignTeam
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
D D
D D
TL
D D
D D
TL
Keep teams focused on customer typesBuyer Design Team
Seller DesignTeam
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
D D
D D
TL
D D
D D
TL
Buyer Experience
Keep teams focused on customer typesBuyer Design Team
Seller DesignTeam
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
D D
D D
TL
D D
D D
TL
Buyer Experience
Seller Experience
Buyer Design Team
Seller DesignTeam
D D
D D
TL
D D
D D
TL
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
Buyer Experience
Seller Experience
D
Keep teams focused on customer types
Make an
Appointment
Buyer Design Team
Seller DesignTeam
D D
D D
TL
D D
D D
TL
Growth
Seller Tools
Search/Browse Product Page Shopping Cart
and Checkout
Reviews
Buyer Experience
Seller Experience
D
Keep teams focused on customer types
Stage 1: The Initial Pair
HD
PD
Head of Design •creative •managerial •operational • (and, at this stage,
a maker)
Stage 1: The Initial Pair
HD
PD
Head of Design •creative •managerial •operational • (and, at this stage,
a maker)
Product Designer • Structure
and/or • Surface
HD
PD PD
PD
CS CD
PD
Content Strategist •Voice and tone •Content structure •Copywriting
Stage 2: Full Team
HD
PD PD
PD
CS CD
PD
Content Strategist •Voice and tone •Content structure •Copywriting
Communication Designer • Visual designers • Online and offline • Brand • Information design
Stage 2: Full Team
HD
PD
PD
CS
TL
PDPD
CS
UXR
CD
PD
Team Lead •People manager •Domain expertise
Stage 3: From Design Team to Design Org
HD
PD
PD
CS
TL
PDPD
CS
UXR
CD
PD
Team Lead •People manager •Domain expertise
UX Researcher •Generative and
evaluative •Highly leveraged
Stage 3: From Design Team to Design Org
HD
PD
PD
CS
TL
PDPD
CS
UXR
CD
PD
Team Lead •People manager •Domain expertise
UX Researcher •Generative and
evaluative •Highly leveraged
Head of Design, revisited •May struggle with scale and ops •Might need a new one
Stage 3: From Design Team to Design Org
DM
HD
PD
PD
CS CD
PDDM
PD
CS CD
PD
PM
TL
PDPD
CS PD
UXR UXR
SD
Stage 4: Coordination to Manage Complexity
DM
HD
PD
PD
CS CD
PDDM
PD
CS CD
PD
PM
TL
PDPD
CS PD
UXR UXR
SD
Service Designer •Strategy and
Structure • Integrates across
teams
Stage 4: Coordination to Manage Complexity
DM
HD
PD
PD
CS CD
PDDM
PD
CS CD
PD
PM
TL
PDPD
CS PD
UXR UXR
SD
Service Designer •Strategy and
Structure • Integrates across
teams
Design Program Manager •Communications •Organizational
effectiveness •Operations
Stage 4: Coordination to Manage Complexity
DM
HD
PD
PD
CS CD
PDDM
PD
CS CD
PD
PM
TL
PDPD
CS PD
UXR UXR
SD
Service Designer •Strategy and
Structure • Integrates across
teams
Design Program Manager •Communications •Organizational
effectiveness •Operations
Design Manager •Might be Team Lead •People manager •Still practices
Stage 4: Coordination to Manage Complexity
Stage 5: Distributed Leadership HD
UXR
PM PM
UXR
DD DDCrD
UXR
UXRCT CT
PDPD
CS PD
PDPD
CS PD
DMPD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
TL
TLDM
DM
DM
Stage 5: Distributed Leadership HD
UXR
PM PM
UXR
DD DDCrD
UXR
UXRCT CT
PDPD
CS PD
PDPD
CS PD
DMPD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
Design Director •Oversees a swath of
teams/experiences • Integrates across
teams
TL
TLDM
DM
DM
Stage 5: Distributed Leadership HD
UXR
PM PM
UXR
DD DDCrD
UXR
UXRCT CT
PDPD
CS PD
PDPD
CS PD
DMPD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
Design Director •Oversees a swath of
teams/experiences • Integrates across
teams
TL
TLDM
DM
DM
Creative Director •Focused solely on
creative leadership •Establishes quality
standards
Stage 5: Distributed Leadership HD
UXR
PM PM
UXR
DD DDCrD
UXR
UXRCT CT
PDPD
CS PD
PDPD
CS PD
DMPD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
Design Director •Oversees a swath of
teams/experiences • Integrates across
teams
TL
TLDM
DM
DM
Creative Director •Focused solely on
creative leadership •Establishes quality
standards
Director of Research •Leads research team/
efforts • Insights hub
Stage 5: Distributed Leadership HD
UXR
PM PM
UXR
DD DDCrD
UXR
UXRCT CT
PDPD
CS PD
PDPD
CS PD
DMPD
PD
CS CD
PD
PD
PD
CS CD
PD
SD SD
PD
CS CD
PD
PD
CS CD
PD
DR
Design Director •Oversees a swath of
teams/experiences • Integrates across
teams
TL
TLDM
DM
DM
Creative Director •Focused solely on
creative leadership •Establishes quality
standards
Director of Research •Leads research team/
efforts • Insights hub
Creative Technologist •Prototypes new
experiences •NOT a Front-end Dev
The Roles, RevisitedLeadership Head of Design Design Manager/Director Creative Director Team Lead Director of Research Director of Design Program Management
Core Design Product Designer Communication Designer Content Strategist UX Researcher Service Designer Design Program Manager Creative Technologist
Foundation 1. Shared sense of purpose 2. Focused, empowered leadership 3. Authentic user empathy 4. Understand, articulate, and create value
12 Qualities of Effective Design Organizations
Management 9. Treat team members as people, not resources 10. Diversity of perspective and background 11. Foster a collaborative environment 12. Manage operations effectively
Output 5. Support the entire journey 6. Delivers at all levels of scale 7. Establish and uphold standards of quality 8. Values delivery over perfection
Thank You
KRISTIN SKINNER
MANAGING DIRECTOR, ADAPTIVE PATH
HEAD OF DESIGN MANAGEMENT, CAPITAL ONE
kristin@adaptivepath.com
@adaptivepath
@bettay
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