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TRANSCRIPT
KRISTIN SKINNER
MANAGING DIRECTOR, ADAPTIVE PATH
HEAD OF DESIGN MANAGEMENT, CAPITAL ONE
@adaptivepath
ORG DESIGN FOR DESIGN ORGS
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
Established Design Management
This is Service Design DoingOrg Design for Design Orgs
2001
2002
2007
2007
2011
2012
2014
2015
2016
2016
A (very) brief history
ADAPTIVE PATH
MONTH DD, YYYYCAPITAL ONE ADAPTIVE PATH + [PARTNER GROUP] CONFIDENTIAL 5
A (VERY) BRIEF HISTORY
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
We believe that great experiences make great businesses
Adaptive Path
Adaptive Path at Capital One
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
At Capital One, we work across the enterprise
US CARD
ADAPTIVE PATH SERVICE DESIGN
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
ONEDESIGN DESIGN MANAGEMENT CONFIDENTIAL
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
ONEDESIGN DESIGN MANAGEMENT CONFIDENTIAL
DESIGN MANAGEMENT
Design Managers make things go.
What We Do
Coordinate Efforts Prioritize & Plan Advocate for Quality Enable Culture
DESIGN MANAGEMENT
Published August 2016
Available Now from O’Reilly and Amazon
Topics:
→ Realizing the Potential of Design
→ Organizational Models
→ The 5 Stages of Design Organizations
→ The 12 Qualities of Effective Design Organizations
DESIGN MANAGEMENT
Published August 2016
Available Now from O’Reilly and Amazon
Topics:
→ Realizing the Potential of Design
→ Organizational Models
→ The 5 Stages of Design Organizations
→ The 12 Qualities of Effective Design Organizations
DESIGN MANAGEMENT
→ Margaret Gould Stewart, Facebook → Bob Baxley, Pinterest (formerly Apple and Yahoo) → 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) → Chris Avore, Nasdaq
Interviews→ Secil Watson, Wells Fargo → Lesley Mottla, M. Gemi (formerly Zipcar) → Braden Kowitz, Google Ventures → Sara Khoury, Google (formerly Walmart) → Sabine Junginger, Intn’l Professor/Author → Kai En Ong, BBC → Leah Buley, Forrester (formerly Intuit) → Chris McCarthy, Kaiser Permanente
→ Ellen Beldner, Stitch Fix → Andrew Crow, Medium (formerly Uber) → Adam Cutler, IBM
Early Draft Reviewers→ Erik Flowers, Intuit → Lori Kaplan, Lending Club
DESIGN MANAGEMENT
REALIZING THE POTENTIAL OF DESIGN
DESIGN MANAGEMENT
Everything is, or is becoming, a service
MONTH DD, YYYYCAPITAL ONE ADAPTIVE PATH + [PARTNER GROUP] CONFIDENTIAL 18
Design is Service Design
DESIGN MANAGEMENT
DefinitionStrategy and plan, aka “Build the right thing.”
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Iterative design Implementation
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Ship
Analyze
Initial Insight
DESIGN MANAGEMENT
Definition / R
equirementsDefinition / Ideation / Generation
Plan
Definition ExecutionStrategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Iterative design Implementation
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Ship
Analyze
Initial Insight
DESIGN MANAGEMENT
Definition / R
equirementsDefinition / Ideation / Generation
Plan
Definition ExecutionStrategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
design makes strategy concrete
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Iterative design Implementation
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Ship
Analyze
Initial Insight
DESIGN MANAGEMENT
Definition / R
equirementsDefinition / Ideation / Generation
Plan
Definition ExecutionStrategy and plan, aka “Build the right thing.” Working through tradeoffs to deliver optimal solution,
aka “Build the thing right.”
design makes strategy concrete design supports delivering experiences
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Iterative design Implementation
Understand the market
Product Strategy
Prototype
Customer empathy Ideation
Experience strategy
Prototype solutions
Flesh out solution Refine
Sketch options
Test prototypes
User test Build
Ship
Analyze
Initial Insight
DESIGN MANAGEMENT
Definition / R
equirementsDefinition / Ideation / Generation
Plan
The Three-Legged Stool
Adapted from Don Norman
PRODUCT/SERVICE
BUSINES
S
TECHNOLO
GY D
ESIGN
DESIGN MANAGEMENT
ORGANIZATIONAL MODELS FOR DESIGN TEAMS
DESIGN MANAGEMENT
Centralized Internal ServicesYour in-house agency
Project-based, organized by function
PROS CONS
Strong design community Design is not strategic
Clear lines of authority Little influence on important “upstream” decisions
Wide range of projects Designers point of view easily
Interface consistency Us vs Them
Efficiencies of work product Business unit disconnection
Optimized headcount Design is not strategic
DESIGN MANAGEMENT
Decentralized and EmbeddedDESIGN MANAGEMENT
Decentralized and Embedded
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
DESIGN MANAGEMENT
Decentralized and Embedded
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
DESIGN MANAGEMENT
Decentralized and Embedded
P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
D
DESIGN MANAGEMENT
Decentralized and Embedded
D
P P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
D
DESIGN MANAGEMENT
Decentralized and Embedded
D
P P P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
D D
DESIGN MANAGEMENT
Decentralized and Embedded
D D
P P P P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
D D
DESIGN MANAGEMENT
Decentralized and Embedded
D D
P P P P P
E E
E E
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
D D D
DESIGN MANAGEMENT
Decentralized and Embedded
D D
DP P P P P P
E E
E E
DE
DESIGN
PRODUCTMGMT
ENGINEERING
Search/Browse Product Page CheckoutPersonalizationUGC/Reviews
D D DDD
Leadership
DESIGN MANAGEMENT
E E
E E
E E
E E
E E
E E
E E
E E
PROS CONS
Business units gain control One narrow problem for a long time
Quick iterations post-launch Lonely
Design included throughout entire lifecycle Fractured user experience
Feeling of ownership Less efficient use of time and people
Decentralized and EmbeddedEveryone Gets A Designer!
Program-based
DESIGN MANAGEMENT
Adaptive Path + [Partner Group]
MONTH DD, YYYY
DESIGN MANAGEMENT
DESIGN MANAGEMENT
SO, WHAT NOW?
DESIGN MANAGEMENT
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
S S
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/ReviewsLeadership
DESIGN MANAGEMENT
S S
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/ReviewsLeadership
DESIGN MANAGEMENT
S S
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/ReviewsLeadership
DESIGN MANAGEMENT
S S
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/ReviewsLeadership
DESIGN MANAGEMENT
S S
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/ReviewsLeadership
CS
DESIGN MANAGEMENT
DESIGN MANAGEMENT
Centralized Partnership
S S
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/ReviewsLeadership
CS
Centralized Partnership
Best of both worlds
Designers supported in career, professional development, and day-to-day work.
Design teams maintain commitment across a prioritized set of products/features.
Centralization helps maintain a holistic view across the entire customer experience.
Freedom to shift after ‘tours of duty’.
Not disrupted by inevitable re-organizations.
DESIGN MANAGEMENT
Deliver at all levels of scale
SURFACE
Typography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
THE BIG PICTURE
Integrated view of company’s entire offering, brand traits
100 ft
STRATEGYRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
STRUCTURE
Flows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
DESIGN MANAGEMENT
Deliver at all levels of scale
SURFACE
Typography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
THE BIG PICTURE
Integrated view of company’s entire offering, brand traits
100 ft
STRATEGYRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
STRUCTURE
Flows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
DESIGN MANAGEMENT
Deliver at all levels of scale
SURFACE
Typography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
THE BIG PICTURE
Integrated view of company’s entire offering, brand traits
100 ft
STRATEGYRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
STRUCTURE
Flows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
DESIGN MANAGEMENT
Deliver at all levels of scale
SURFACE
Typography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
THE BIG PICTURE
Integrated view of company’s entire offering, brand traits
100 ft
STRATEGYRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
STRUCTURE
Flows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
DESIGN MANAGEMENT
Deliver at all levels of scale
SURFACE
Typography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
THE BIG PICTURE
Integrated view of company’s entire offering, brand traits
100 ft
STRATEGYRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
STRUCTURE
Flows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
DESIGN MANAGEMENT
Proposed levels of scale
15%
40%
40%SURFACE
Typography, color, layout, interface design, spacing, animation, transitions
10,000 ft
1,000 ft
THE BIG PICTURE
Integrated view of company’s entire offering, brand traits
100 ft
STRATEGYRequirements, briefs, desired results, planning, vision, campaign concepts
10 ft
STRUCTURE
Flows, service blueprints, wireframes, wayfinding, navigation, brand standards and guidelines, visual language
DESIGN MANAGEMENT
5%
MONTH DD, YYYYCAPITAL ONE ADAPTIVE PATH + [PARTNER GROUP] CONFIDENTIAL 34
Your customers are on a journey that touches every part of your organization.
DESIGN MANAGEMENT
Search/Browse Product Page
DESIGN MANAGEMENT
Shopping Cart and Checkout
Growth Seller Tools Reviews
Let’s say you have a set of product teams…
Keep teams focused on customer types
BUYER DESIGN TEAM
SELLER DESIGNTEAM
Growth
Seller Tools
Search/Browse Product PageShopping Cart and Checkout
Reviews
S S
D D
TL
S S
D D
TL
BUYER EXPERIENCE
SELLER EXPERIENCE
DESIGN MANAGEMENT
Buyer Design Team
Seller DesignTeam
S S
D D
TL
S S
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
S S
D D
TL
S S
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
THE 5 STAGES OF DESIGN ORG EVOLUTION
DESIGN MANAGEMENT
Stage 1: The Initial Pair
HD
PD
DESIGN MANAGEMENT
Stage 1: The Initial Pair
HD
PD
DESIGN MANAGEMENT
• creative • managerial • operational • (and, at this stage,
a maker)
Head of Design
Stage 1: The Initial Pair
HD
PD
DESIGN MANAGEMENT
• creative • managerial • operational • (and, at this stage,
a maker)
Head of Design
• Structure and/or
• Surface
Product Designer
Stage 2: Full TeamDESIGN MANAGEMENT
HD
PD
CS
CD
PD
PD
PD
Stage 2: Full TeamDESIGN MANAGEMENT
HD
PD
CS
CD
PD
PD
PD
• Visual designers • Online and offline • Brand • Information design
Communication Designer
Stage 2: Full TeamDESIGN MANAGEMENT
HD
PD
CS
CD
PD
PD
PD• Voice and tone • Content structure • Copywriting
Content Strategist
• Visual designers • Online and offline • Brand • Information design
Communication Designer
HD
UXR
Stage 3: From Design Team to Design OrgDESIGN MANAGEMENT
TL
CDCS
PD PD
PD
PD PD
CS
HD
UXR
Stage 3: From Design Team to Design OrgDESIGN MANAGEMENT
TL
CDCS
PD PD
• People manager • Domain expertise
Team Lead
PD
PD PD
CS
HD
UXR
Stage 3: From Design Team to Design OrgDESIGN MANAGEMENT
TL
CDCS
PD PD
• People manager • Domain expertise
Team Lead
• Generative and evaluative • Highly leveraged
UX Researcher
PD
PD PD
CS
HD
UXR
Stage 3: From Design Team to Design OrgDESIGN MANAGEMENT
• May struggle with scale • Might need a new one with
operational experience
Head of Design, revisited
TL
CDCS
PD PD
• People manager • Domain expertise
Team Lead
• Generative and evaluative • Highly leveraged
UX Researcher
PD
PD PD
CS
PMSD
Stage 4: Coordination to Manage ComplexityDESIGN MANAGEMENT
HD
TL
CDCS
PD PD
UXR UXR
CS CD
DMPD
PDPD
CDCS
PD PD
DM
PMSD
Stage 4: Coordination to Manage ComplexityDESIGN MANAGEMENT
HD
TL
CDCS
PD PD
UXR UXR
• Strategy and Structure • Integrates across
teams
Service Designer
CS CD
DMPD
PDPD
CDCS
PD PD
DM
PMSD
Stage 4: Coordination to Manage ComplexityDESIGN MANAGEMENT
HD
TL
CDCS
PD PD
UXR UXR
• Strategy and Structure • Integrates across
teams
Service Designer
CS CD
DMPD
PDPD
• Operations • Organizational effectiveness • Not delivery
Design Program Manager
CDCS
PD PD
DM
PMSD
Stage 4: Coordination to Manage ComplexityDESIGN MANAGEMENT
HD
TL
CDCS
PD PD
UXR UXR
• Strategy and Structure • Integrates across
teams
Service Designer
CS CD
DMPD
PDPD
• Operations • Organizational effectiveness • Not delivery
Design Program Manager
•
• Might be Team Lead • People manager • Still practices
Design Manager
CDCS
PD PD
DM
TL
PDPD
PDCS
PD
PD
DM
PD
CDCS
PD PD
DM
CS CD
DM PD
PDPDPM PM
Stage 5: Distributed Leadership
DD CrD
CTSD
DR
DESIGN MANAGEMENT
HD
DD
CT
UXR
UXR UXR
UXRSD CDCS
PD PD
DM
CS
PD
PD
DM
PD
TL
PDPD
PDCS
PD
PD
DM
PD
CDCS
PD PD
DM
CS CD
DM PD
PDPDPM PM
Stage 5: Distributed Leadership
DD CrD
CTSD
DR
DESIGN MANAGEMENT
HD
DD
•
• Oversees a swath of teams/experiences
• Integrates across teams
Design Director
CT
UXR
UXR UXR
UXRSD CDCS
PD PD
DM
CS
PD
PD
DM
PD
TL
PDPD
PDCS
PD
PD
DM
PD
CDCS
PD PD
DM
CS CD
DM PD
PDPDPM PM
Stage 5: Distributed Leadership
DD CrD
CTSD
DR
DESIGN MANAGEMENT
HD
DD
•
• Focused solely on creative leadership
• Establishes quality standards
Creative Director•
• Oversees a swath of teams/experiences
• Integrates across teams
Design Director
CT
UXR
UXR UXR
UXRSD CDCS
PD PD
DM
CS
PD
PD
DM
PD
TL
PDPD
PDCS
PD
PD
DM
PD
CDCS
PD PD
DM
CS CD
DM PD
PDPDPM PM
Stage 5: Distributed Leadership
DD CrD
CTSD
DR
DESIGN MANAGEMENT
HD
DD
•
• Focused solely on creative leadership
• Establishes quality standards
Creative Director•
• Oversees a swath of teams/experiences
• Integrates across teams
Design Director
CT
UXR
UXR UXR
UXRSD
•
• Leads research team/efforts
• Insights hub
Director of Research
CDCS
PD PD
DM
CS
PD
PD
DM
PD
TL
PDPD
PDCS
PD
PD
DM
PD
CDCS
PD PD
DM
CS CD
DM PD
PDPDPM PM
Stage 5: Distributed Leadership
DD CrD
CTSD
DR
DESIGN MANAGEMENT
HD
DD
•
• Focused solely on creative leadership
• Establishes quality standards
Creative Director•
• Oversees a swath of teams/experiences
• Integrates across teams
Design Director
CT
UXR
UXR UXR
UXR
• Prototypes new experiences
• NOT a Front-end Dev
Creative TechnologistSD
•
• Leads research team/efforts
• Insights hub
Director of Research
CDCS
PD PD
DM
CS
PD
PD
DM
PD
The Roles, Revisited
Leadership 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
DESIGN MANAGEMENT
12 QUALITIES OF EFFECTIVEDESIGN ORGANIZATIONS
DESIGN MANAGEMENT
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
DESIGN MANAGEMENT
Thank You
KRISTIN SKINNER
MANAGING DIRECTOR, ADAPTIVE PATH
HEAD OF DESIGN MANAGEMENT, CAPITAL ONE
@adaptivepath
@bettay