Download - 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
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FUNSIZE.CO
@FUNSIZE
Austin, Texas
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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
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OVER 18 YEARS, IVE HAD 15 TYPES OF DESIGN JOBS
AND HAD TO CHANGE ABOUT EVERY 1.2 YEARS
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WHEN WE HIRED THE BEST PEOPLE WE COULD, I HIRED MYSELF OUT
OF A DESIGN JOB.
#FIRSTWORLDPROBLEM
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AS AN OWNER
DESIGN DIRECTOR
PRODUCT DESIGNER
STRATEGY CEO
CFO ACCOUNT MANAGER
ACCOUNTS RECEIVABLE/
PAYABLEBOOKKEEPER
MARKETING HUMAN RECOURCESOPERATIONS
OMG
HOLY SHIT
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IN THE LAST 2 YEARS RUNNING FUNSIZE, IVE HAD TO LEARN AND MANAGE 11
DIFFERENT JOBS AND SKILLS
I CANT DO ALL OF THIS!
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PART 1
DAMN IT FEELS GOOD TO BE A GANSTA
OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE
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EVERYONE WANTS WHAT WE CREATE.
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THE TOOLS WE CREATED CREATED MORE OF US.
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JOE WILLIAMS @STUDIOROHAN
As a designer, youre constantly trying to improve. In this industry, if you are standing still, youre falling behind.
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PART 2
OUR HISTORY: ROOTED IN CONSTANT CHANGE
OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE
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THE MACINTOSH1984
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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)
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DVD ROM BOOM1994
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ANTIQUE SITES1994
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FLASH1999
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DESIGNED WEB SITES1998?
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TAKING YOUR TALENT TO THE WEB - JEFFREY ZELDMAN2001
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KHOI VINH AND THE GRID2005
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FLASHWEB BASED PRODUCTS2006
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ADAPTIVE AND RESPONSIVE DESIGN2004-2010
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WE CREATED AN ENTIRE NEW INDUSTRY FULL OF DESIGN SPECIALTIES AND JOBS
THAT DIDNT EXIST BEFORE.
(UX, IA, iXD, Visual Design, etc, etc.)
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AT THE SAME TIMETHIS IS WHAT MOBILE LOOKED LIKE
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AND THEN CAME THE IPHONE.
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EX. LEAFLETS
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NOW MOBILE WEB MATTERED
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THEY WERE DESIGNED BY DEVELOPERS. Sound Familiar?
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DISTRUPTION IN DIGITAL SERVICE DESIGN AGENCIES
A PARADIGM SHIFT
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WE SET ASIDE MANY OF OUR PREVIOUS SKILL SETS TO SPECIALIZE IN WEB
AND MOBILE DESIGN
SPECIALIZATIONS
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LETS POUR ONE OUT FOR THE HOMIES WEVE LOST
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To change is difficult. Not to change is fatal.
WILLIAM POLLARD
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PART 3
ENTER PRODUCT AND SERVICE DESIGN
OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE
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DIGITAL
ECOSYSTEMS
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ELEMENTS OF A DIGITAL PRODUCT
MARKETING
TV WEARABLES
CUSTOMER SERVICE WEB PRODUCTS
?
MOBILE PRODUCTS
AUTOMOTIVE
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future predictionsLETS TAKE A GLIMPSE INTOTHE FUTURE
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SCREENS, SCREENS, AND MORE SCREENS
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MOVIE HER
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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
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WATERFALL
DOESNT WORK
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DEVELOP & RELEASE DESIGN
VALIDATE & TEST
DISCOVERY & REQUIREMENTS
THE SCHEDULE. WASH, RINSE AND REPEAT
2WK. SPRINT
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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
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PART 4
EMBRACING
CHANGE
OWNER SUMMIT 2015 AUSTIN, TX @MANTWAN @FUNSIZE #OWNERSUMMIT #ADAPTINGTOCHANGE
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CHANGING EXPECTATIONS IN CLIENT SERVICES
A
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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
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Page TitleGIMME MORE. GIMME MORE. GIMME GIMME GIMME MORE!
REALITY: PRODUCTS ARE NEVER DONE
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WERE IN THE BUSINESS OF BUILDING MODULAR HOUSES
NOT CATHEDRALS.
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BUT WE STILL HAVE TO SET SAIL
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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
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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.
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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
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5LOVE AND LEARN ALL OF THE MOBILES
B
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THE WEB IS GREAT BUT THATS JUST PART OF A LARGER ECOSYSTEM
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LEARNING IOS IS BARELY SCRATCHING THE SURFACE
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TAKE YOUR RESPONSIVE TALENT TO MOBILE
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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.
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CGROW FUTURE PROOF TEAMS
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STEVE JOBS
Its not just about how it looks and feels. Design is how it works.
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A PRODUCT TEAM
PRODUCT MANAGEMENT PRODUCT DESIGNER ENGINEERING
MARKETING &
COMMUNICATIONDESIGN
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PRODUCT / PROJECT MANAGEMENT / PRODUCT STRATEGY
PRODUCT OWNER
APPROVALS
CUSTOMER RESEARCH
& USER
TESTING
PRODUCT ROADMAP
REQUIREMENTS GATHERING
PRODUCT DESIGN
PROJECTPLANNING
ENGINEERING
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PRODUCT DESIGN
BRANDING
PROTOTYPING IMPLEMENTATION DESIGN
IA & INTERACTION
DESIGNCONCEPTUAL
DESIGNVISUALDESIGN
PMENGINEERING
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ENGINEERING
FRONT END DEVELOPMENT
MOBILE WEB DESIGN TECHNOLOGY
BACK END DEVELOPMENT IOS ANDROID
PRODUCT DESIGNPM
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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
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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
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UX IS A TEAM RESPONSIBILITY
GOOD OR BAD, A UX IS A RESULT OF WHAT YOU AND YOUR TEAM CREATES.
ITS NOT A ROLE.
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IDEATE, ITERATE, VALIDATE, REPEAT
ITS ALWAYS ABOUT WHAT THE USER WANTS AND NEEDS. NOT YOU.
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Photoshop is not the canvas. The technology is.
MATTHEW ARMENDARIZ @MATTCHEW
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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
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BREADTH OF KNOWLEDGE
DEP
TH O
F EX
PER
TISE
T-SHAPED TEAMS
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LEAD, FOLLOW, CONTRIBUTE AND GET OUT OF THE WAY
D
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DO WHAT YOU LOVE
LEAD BY EXAMPLE
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THE BEST LEGACY OU CAN LEAVE BEHIND IS TRAINING THE FUTURE GENERATION.
GET OUT OF THE WAY
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@RYANCHRIS GOOGLE DESIGN
The hardest thing for a founder is believing that not all decisions need
to come from you.
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WHEEW!
THANK YOU
@MANTWAN @FUNSIZE
OWNER SUMMIT 2015 AUSTIN, TX #OWNERSUMMIT #ADAPTINGTOCHANGE