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ADAPTING TO CHANGE ANTHONY ARMENDARIZ @MANTWAN #ADAPTINGTOCHANGE OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE

Adapting To Change (Owner Summit 2015)

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  • ADAPTING TO

    CHANGEANTHONY ARMENDARIZ

    @MANTWAN

    #ADAPTINGTOCHANGE

    OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE

  • FUNSIZE.CO

    @FUNSIZE

    Austin, Texas

  • 1996

    ARTIST/ DRAFTER

    MULTIMEDIA DESIGNER

    FRONT-END DEVELOPER

    WEB DESIGNER

    INTERACTIVE ART

    DIRECTOR

    CREATIVE DIRECTOR

    INTERACTION DESIGNER

    VP OF UX &

    DESIGN

    PRODUCT DESIGNER

    3 TIMES

    FREELANCE DESIGNER

    2 TIMES

    AGENCY OWNER

    2014

    EXPERIENCE DIRECTOR

  • OVER 18 YEARS, IVE HAD 15 TYPES OF DESIGN JOBS

    AND HAD TO CHANGE ABOUT EVERY 1.2 YEARS

  • WHEN WE HIRED THE BEST PEOPLE WE COULD, I HIRED MYSELF OUT

    OF A DESIGN JOB.

    #FIRSTWORLDPROBLEM

  • AS AN OWNER

    DESIGN DIRECTOR

    PRODUCT DESIGNER

    STRATEGY CEO

    CFO ACCOUNT MANAGER

    ACCOUNTS RECEIVABLE/

    PAYABLEBOOKKEEPER

    MARKETING HUMAN RECOURCESOPERATIONS

    OMG

    HOLY SHIT

  • IN THE LAST 2 YEARS RUNNING FUNSIZE, IVE HAD TO LEARN AND MANAGE 11

    DIFFERENT JOBS AND SKILLS

    I CANT DO ALL OF THIS!

  • PART 1

    DAMN IT FEELS GOOD TO BE A GANSTA

    OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE

  • EVERYONE WANTS WHAT WE CREATE.

  • THE TOOLS WE CREATED CREATED MORE OF US.

  • JOE WILLIAMS @STUDIOROHAN

    As a designer, youre constantly trying to improve. In this industry, if you are standing still, youre falling behind.

  • PART 2

    OUR HISTORY: ROOTED IN CONSTANT CHANGE

    OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE

  • THE MACINTOSH1984

  • Anyone with a computer regardless if they had any experience or not could produce design. I felt the quality was inferior and that it lacked the artistic

    touch. In my case I decided I would find find a new career rather than compete with rapid work.

    ISRAEL ARMENDARIZ (MY DAD)

  • DVD ROM BOOM1994

  • ANTIQUE SITES1994

  • FLASH1999

  • DESIGNED WEB SITES1998?

  • TAKING YOUR TALENT TO THE WEB - JEFFREY ZELDMAN2001

  • KHOI VINH AND THE GRID2005

  • FLASHWEB BASED PRODUCTS2006

  • ADAPTIVE AND RESPONSIVE DESIGN2004-2010

  • WE CREATED AN ENTIRE NEW INDUSTRY FULL OF DESIGN SPECIALTIES AND JOBS

    THAT DIDNT EXIST BEFORE.

    (UX, IA, iXD, Visual Design, etc, etc.)

  • AT THE SAME TIMETHIS IS WHAT MOBILE LOOKED LIKE

  • AND THEN CAME THE IPHONE.

  • EX. LEAFLETS

  • NOW MOBILE WEB MATTERED

  • THEY WERE DESIGNED BY DEVELOPERS. Sound Familiar?

  • DISTRUPTION IN DIGITAL SERVICE DESIGN AGENCIES

    A PARADIGM SHIFT

  • WE SET ASIDE MANY OF OUR PREVIOUS SKILL SETS TO SPECIALIZE IN WEB

    AND MOBILE DESIGN

    SPECIALIZATIONS

  • LETS POUR ONE OUT FOR THE HOMIES WEVE LOST

  • To change is difficult. Not to change is fatal.

    WILLIAM POLLARD

  • PART 3

    ENTER PRODUCT AND SERVICE DESIGN

    OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE

  • DIGITAL

    ECOSYSTEMS

  • ELEMENTS OF A DIGITAL PRODUCT

    MARKETING

    TV WEARABLES

    CUSTOMER SERVICE WEB PRODUCTS

    ?

    MOBILE PRODUCTS

    AUTOMOTIVE

  • future predictionsLETS TAKE A GLIMPSE INTOTHE FUTURE

  • SCREENS, SCREENS, AND MORE SCREENS

  • MOVIE HER

  • WEB DESIGN IS ONLY 15-20 YEARS OLD.

    MOBILE DESIGN IS MERELY 7 YEARS OLD.

    WEARABLE DESIGN JUST TURNED 1 YEAR OLD.

    AUTOMOTIVE PRODUCTS ARE BEING BORN.

    ITS JUST THE BEGINNING

  • WATERFALL

    DOESNT WORK

  • DEVELOP & RELEASE DESIGN

    VALIDATE & TEST

    DISCOVERY & REQUIREMENTS

    THE SCHEDULE. WASH, RINSE AND REPEAT

    2WK. SPRINT

  • At times of change, the LEARNERS are the ones who will inherit the world, while the

    KNOWERS will be beautifully prepared for a world which no longer exists.

    ERIC HOFFER

  • PART 4

    EMBRACING

    CHANGE

    OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE

  • CHANGING EXPECTATIONS IN CLIENT SERVICES

    A

  • As companies bring more and more design talent in house the role of the external agency is evolving. Youre seeing fewer agencies of record and fewer

    relationships were a company is simply giving over its digital and design capabilities to someone else and

    instead realizing they to own it themselves.

    PETER MERHOLZ, UXDISOVERYSESSION.COM

  • Page TitleGIMME MORE. GIMME MORE. GIMME GIMME GIMME MORE!

    REALITY: PRODUCTS ARE NEVER DONE

  • WERE IN THE BUSINESS OF BUILDING MODULAR HOUSES

    NOT CATHEDRALS.

  • BUT WE STILL HAVE TO SET SAIL

  • BUILDING PARTNERSHIPS WITH YOUR CLIENTS

    Partner not client, partner not agency

    Equal division of ownership, commitments, and work

    Meet long-term financial needs

    Address both short and long term goals

    Keep pace and quality high

    Keep regular communication between project teams

    Talk to them often

  • YOUR TEAM MUST EMBRACE

    The time, financial, or resourcing constraints.

    Generating quick ideas as a team to validate before investing.

    Favoring lean, quick, and sometimes, half-complete work.

    Failing fast and often.

    The ability and desire to pivot at any time and embrace change.

    That its NEVER ever, ever, ever done.

    Listening to users is critical.

  • FLEXIBLE SCOPE FTW!

    No project schedules. Only a start and end date.

    No fixed deliverables, just the services youll provide.

    No promises to deliver anything specific to the client.

    Promise a team with consistent effort. Velocity, not hours.

    Provide a standard weekly sprint or monthly price.

    Learn More: http://goo.gl/QwrauI

  • 5LOVE AND LEARN ALL OF THE MOBILES

    B

  • THE WEB IS GREAT BUT THATS JUST PART OF A LARGER ECOSYSTEM

  • LEARNING IOS IS BARELY SCRATCHING THE SURFACE

  • TAKE YOUR RESPONSIVE TALENT TO MOBILE

  • ME

    If a designer who codes is a unicorn and a designer who can't is a dinosaur than a designer

    who doesn't know iOS/Android is a fossil.

  • CGROW FUTURE PROOF TEAMS

  • STEVE JOBS

    Its not just about how it looks and feels. Design is how it works.

  • A PRODUCT TEAM

    PRODUCT MANAGEMENT PRODUCT DESIGNER ENGINEERING

    MARKETING &

    COMMUNICATIONDESIGN

  • PRODUCT / PROJECT MANAGEMENT / PRODUCT STRATEGY

    PRODUCT OWNER

    APPROVALS

    CUSTOMER RESEARCH

    & USER

    TESTING

    PRODUCT ROADMAP

    REQUIREMENTS GATHERING

    PRODUCT DESIGN

    PROJECTPLANNING

    ENGINEERING

  • PRODUCT DESIGN

    BRANDING

    PROTOTYPING IMPLEMENTATION DESIGN

    IA & INTERACTION

    DESIGNCONCEPTUAL

    DESIGNVISUALDESIGN

    PMENGINEERING

  • ENGINEERING

    FRONT END DEVELOPMENT

    MOBILE WEB DESIGN TECHNOLOGY

    BACK END DEVELOPMENT IOS ANDROID

    PRODUCT DESIGNPM

  • Were gonna hold out to hire a Product Designer who knows iOS, Android, Windows,

    and is great at user experience but also talented at branding and illustration.

    A BOSS I HAD WHILE AT EVERNOTE

  • Im wary of overspecializing. I think a challenge with product design that

    the Bay Area faces is that its almost becoming too generalist

    PETER MERHOLZ, UXDISOVERYSESSION.COM

  • UX IS A TEAM RESPONSIBILITY

    GOOD OR BAD, A UX IS A RESULT OF WHAT YOU AND YOUR TEAM CREATES.

    ITS NOT A ROLE.

  • IDEATE, ITERATE, VALIDATE, REPEAT

    ITS ALWAYS ABOUT WHAT THE USER WANTS AND NEEDS. NOT YOU.

  • Photoshop is not the canvas. The technology is.

    MATTHEW ARMENDARIZ @MATTCHEW

  • INTERACTIVE AUTHORING

    WEB 1.0 & WEB 2.0

    RESPONSIVE & MOBILE DESIGN

    PRODUCT DESIGN

    SERVICE DESIGN

    FUTUREPAST

    REQUIREMENTS OF SKILL AND SPECIALIZATION OVER TIME

    THE HALF-PIPE EFFECT

  • BREADTH OF KNOWLEDGE

    DEP

    TH O

    F EX

    PER

    TISE

    T-SHAPED TEAMS

  • LEAD, FOLLOW, CONTRIBUTE AND GET OUT OF THE WAY

    D

  • DO WHAT YOU LOVE

    LEAD BY EXAMPLE

  • THE BEST LEGACY OU CAN LEAVE BEHIND IS TRAINING THE FUTURE GENERATION.

    GET OUT OF THE WAY

  • @RYANCHRIS GOOGLE DESIGN

    The hardest thing for a founder is believing that not all decisions need

    to come from you.

  • WHEEW!

    THANK YOU

    @MANTWAN @FUNSIZE

    OWNER SUMMIT 2015 AUSTIN, TX #OWNERSUMMIT #ADAPTINGTOCHANGE