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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