Org Design for Design Orgs

ORG DESIGN FOR DESIGN ORGS

KRISTIN SKINNER

MANAGING DIRECTOR, ADAPTIVE PATH

HEAD OF DESIGN MANAGEMENT, CAPITAL ONE

[email protected]

@adaptivepath

@bettay

mailto:[email protected]

GENERATES NEW BUSINESS VALUE SOFTWARE IS EATING THE WORLD

2004

2011

Why are Companies Investing in Design?

We believe that great experiences make great businesses

Adaptive Path

Adaptive Path at Capital One

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


REIMAGINE EXPERIENCES

SIMPLIFYBUSINESS

Line of Visibility

We look at the entire system, inside and out


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 make things go.

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

REALIZING THE POTENTIAL OF DESIGN

Everything is, or is becoming, a service

Design is Service Design

DefinitionStrategy and plan, aka “Build the right thing.”

By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.

Initial Insight


Understand the market

Product Strategy

Prototype

Customer empathy Ideation

Experience strategy


Initial Insight



Product Strategy

Prototype


Experience strategy


Initial Insight



Product Strategy

Prototype


Experience strategy

Prototype solutions

Flesh out solution Refine

Sketch options

Test prototypes

User test Build

Plan Ship

Analyze


Initial Insight

Definition ExecutionStrategy and plan, aka “Build the right thing.”

Working through tradeoffs to deliver optimal solution, aka “Build the thing right.”


Product Strategy

Prototype


Experience strategy

Prototype solutions


Sketch options

Test prototypes

User test Build

Plan Ship

Analyze


Initial Insight

Definition Execution

Definitio

n / Requirem

entsIterative design Implem

entation

Strategy and plan, aka “Build the right thing.”


Ideation/Generation


Product Strategy

Prototype


Experience strategy

Prototype solutions


Sketch options

Test prototypes

User test Build

Plan Ship

Analyze


Initial Insight


Definitio

n / Requirem


entation



Ideation/Generation


Product Strategy

Prototype


Experience strategy

design makes strategy concrete

Prototype solutions


Sketch options

Test prototypes

User test Build

Plan Ship

Analyze


Initial Insight


Definitio

n / Requirem


entation



Ideation/Generation


Product Strategy

Prototype


Experience strategy

design makes strategy concrete design supports delivering experiences

Prototype solutions


Sketch options

Test prototypes

User test Build

Plan Ship

Analyze


Initial Insight

The Three-Legged Stool

product/service

busi

ness

tech

nolo

gy

desi

gn

Adapted from Don Norman

Organizational Models for Design Teams

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

Decentralized and Embedded

Search/Browse

Product Page

CheckoutPersonalizationUGC/Reviews


DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page



P

E E

E E

DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page


D


D

P P

E E

E E

E E

E E

DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page


D


D

P P P

E E

E E

E E

E E

E E

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DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page


D D


D D

P P P P

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ENGINEERING

Search/Browse

Product Page


D D


D D

P P P P P

E E

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E E

E

E

E

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ENGINEERING

Search/Browse

Product Page


D D D


D D

DP P P P P P

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E

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DE

DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page


D D DDD

Leadership


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, what now?

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


D D DDD

Leadership

D D

DP P P P P P

E E

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E E

E E

E E

E E

E

E

E

E

DE

D D D

DD

DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page


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


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


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

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D D D

DD

DESIGN

PRODUCTMGMT

ENGINEERING

Search/Browse

Product Page


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


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


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 scale

Deliver at all levels of scale10,000 ft

1,000 ft

The Big PictureIntegrated view of company’s entire offering, brand traits


1,000 ft


100 ft

StrategyRequirements, briefs, desired results, planning, vision, campaign concepts


1,000 ft


100 ft


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


100 ft


10 ft


Proposed levels of scale

1 ft

SurfaceTypography, color, layout, interface design, spacing, animation, transitions

10,000 ft

1,000 ft


100 ft


10 ft


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

Organize for the customer journey

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


and Checkout

Reviews


Growth

Seller Tools


and Checkout

Reviews

D D

D D

TL


Growth

Seller Tools


and Checkout

Reviews

D D

D D

TL

D D

D D

TL

Keep teams focused on customer typesBuyer Design Team

Growth

Seller Tools


and Checkout

Reviews

D D

D D

TL

D D

D D

TL


Seller DesignTeam

Growth

Seller Tools


and Checkout

Reviews

D D

D D

TL

D D

D D

TL


Seller DesignTeam

Growth

Seller Tools


and Checkout

Reviews

D D

D D

TL

D D

D D

TL

Buyer Experience


Seller DesignTeam

Growth

Seller Tools


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


and Checkout

Reviews

Buyer Experience

Seller Experience

D


Make an

Appointment

Buyer Design Team

Seller DesignTeam

D D

D D

TL

D D

D D

TL

Growth

Seller Tools


and Checkout

Reviews

Buyer Experience

Seller Experience

D


The 5 Stages of Design Org Evolution

Stage 1: The Initial Pair

HD

PD


HD

PD

Head of Design •creative •managerial •operational • (and, at this stage,

a maker)


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

Stage 2: Full Team

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

Stage 3: From Design Team to Design Org

HD

PD

PD

CS

TL

PDPD

CS

UXR

CD

PD

Team Lead •People manager •Domain expertise


HD

PD

PD

CS

TL

PDPD

CS

UXR

CD

PD


UX Researcher •Generative and

evaluative •Highly leveraged


HD

PD

PD

CS

TL

PDPD

CS

UXR

CD

PD


UX Researcher •Generative and

evaluative •Highly leveraged

Head of Design, revisited •May struggle with scale and ops •Might need a new one


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


DM

HD

PD

PD

CS CD

PDDM

PD

CS CD

PD

PM

TL

PDPD

CS PD

UXR UXR

SD



teams

Design Program Manager •Communications •Organizational

effectiveness •Operations


DM

HD

PD

PD

CS CD

PDDM

PD

CS CD

PD

PM

TL

PDPD

CS PD

UXR UXR

SD



teams

Design Program Manager •Communications •Organizational

effectiveness •Operations

Design Manager •Might be Team Lead •People manager •Still practices


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


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


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



teams

TL

TLDM

DM

DM

Creative Director •Focused solely on

creative leadership •Establishes quality

standards


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



teams

TL

TLDM

DM

DM



standards

Director of Research •Leads research team/

efforts • Insights hub


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



teams

TL

TLDM

DM

DM



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

12 Qualities of Effective Design Organizations

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

[email protected]

@adaptivepath

@bettay

mailto:[email protected]

Leadership & Management

Org Design for Design Orgs