Scaling Design Sprints for Cultural Transformation
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This session provides a strategic overview of the Design Sprint framework and how we are using this methodology to drive transformation, empower teams and foster a culture of innovation within The Home Depot. Specifically, I discuss the strategies used to create a robust, scalable Design Sprint program to effectively alter the behaviors and mindsets necessary to drive organizational change. Lastly, I discuss the benefits of investing in Design Thinking efforts.
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Scaling Design Sprints for Cultural Transformation
- 1. Scaling Design Sprints for Cultural Transformation
- 2. Hello! UX Manager, Design Sprints Brooke Creef
- 10. Session Overview • Why Design Sprints? • How did we scale? • What did we learn?
- 11. Let’s talk about how we are using Design Sprints to drive transformation
- 12. Why did we choose Design Sprints over a Design Thinking playbook? To start
- 15. Design Sprints are our Design Thinking foundation Ah-ha moment
- 18. How did we gain momentum? Now that we have our foundation
- 21. Shadow
- 22. Lead
- 23. Teach
- 24. Design Sprints 2017 10 Design Sprints 2018 23 Design Sprint Q1 2019 14 Design Sprint Trained Facilitators 8 Design Sprint Trainers 4 PM Partners 2 Program Snapshot
- 25. How did we scale? Now that we have momentum
- 26. First, we started with our UX teams as the foundation
- 28. Breadth of Knowledge Depth of Expertise (Native Genius)
- 32. Cultural mindset and behavioral changes are at the foundation of transformation
- 33. Our core behaviors Iterate to learn Foster collaboration Empower autonomous teams Support our customers
- 36. Identify opportunities and unmet needs to create the best experience for our internal and external customers Support our customers
- 38. By fostering an interdependent environment we gather multiple perspectives to create a holistic view of the problem Foster collaboration
- 39. Iterate to learn
- 40. We use a constant feedback loop to validate, learn and iterate quickly Iterate to learn
- 42. We empower and enable teams to work autonomously Empower autonomous teams
- 43. We’ve transformed from Design as execution to Design as strategy
- 44. Design now has a seat at the table
- 47. Custom offerings based on non-digital outputs and different prototype forms
- 48. Creative & UX Design Sprint
- 49. How might we increase collaboration between our teams?
- 50. Designers as teachers Success story
- 52. Awareness play and mock sprint Focus on activities Leave with understanding of process Become advocates of the methodology Intro to Design Sprints Training
- 54. Leadership and customized workshops Deep dive in soft skills Managing a room Getting to the “why” behind the activities 1x1 coaching based on individual goals Facilitator Training
- 55. Design Sprint tiers Success story
- 56. Start with research intake
- 57. Validate quality and breadth of user research
- 58. Define goals, deliverables and project scope
- 59. Outputs 1. Value assessment + LOE decision on next step (3-Day Design Sprint or done) 2. Roadmap Prioritization 3. UXR Prioritization 4. Debrief Deck 1-Day Problem-Framing Inputs 1. Idea/hypothesis
- 60. Outputs 1. Low-fidelity prototype(s)/wires 2. Value assessment + LOE 3. Roadmap prioritization 4. Debrief deck Inputs 1. User Testing Protocol 2. Survey Data 3. Customer Insights 4. Data Analytics 3-Day Design Sprint
- 61. Outputs 1. High-fidelity prototype(s)/wires 2. Value assessment + LOE 3. Roadmap prioritization 4. Debrief deck Inputs 1. Jobs to Be Done 2. Value Proposition Canvas 5-Day Design Sprint
- 64. @brookecreef
- 65. What did we learn? And finally…
- 66. Key lessons that can be applied to your teams
- 67. Customization too early leads to fragmentation and old ways of working Lesson 1
- 68. Gain momentum by starting small and aligning to strategic initiatives Lesson 2
- 69. Focus on behavioral and mindset change Lesson 3
- 70. Scaling Design Sprints for Cultural Transformation
- 72. Q&A
Hinweis der Redaktion
- Welcome everyone, and thank you to HOW for giving us the opportunity to present today This is Scaling Design Sprints for Cultural Transformation
- I’m Paul Stonick, Director of OUX I’m Brooke Creef, UX Manager, Design Sprints We’re from The Home Depot and super-excited to present our DS journey today Before we jump into that journey, let’s take a look at THD
- World’s largest home improvement retailer First store opened in 1979 2200+ stores across US, Canada and Mexico Orange blooded team is larger than US Navy Size of business: yes, that’s a “B” 2013: Experience people wanted, interconnected experience that is flexible, personal and easy (phy-gital) Guerilla Style Survey: How many people have shopped online at THD this month? How many people shopped our app, which Forrester rated as #1 Retail App in Q1 2019? How many people have a THD 10 minutes or less from there home? How many people have shopped in our store?
- Little bit a bit me 2.5 years at THD Experience spans 11 years across consulting and in-house design teams
- Transitioned from Public Relations to Design
- Most recently I sent three years with slalom Slalom is a global management consultancy focused on strategy, technology, and business transformation. Had the pleasure of working with major Fortune 50 companies in the Atlanta market Help them visualize what’s possible and drive strategy through managing ambiguity and risk
- First up is my work on TWC series, Weather Films Weather films, which launched in 2013, has one several awards for its exploration at the intersection of weather, the environment, and social justice. My role was to create concept work around the micro-site that supported the launch of the documentary film unit
- Next we have Anthem Innovation Studio Specifically, Anthem collaborates with its partners to bring health care innovation to life My role was to drive the UI/UX behind the redesign off their internal innovation portal
- In the spirit of storytelling and transformation My dog Bella is a Halloween Contest winner She dressed as the lead singer of Kiss
- Now that you know a little more about us - Let’s get into why we are here today We are excited to share how we are using Design Sprints to drive transformation within our teams Specifically, we will discuss why we choose Design Sprints over a DT Playbook? How did we scale? What did we learn?
- Let’s dive into how we are using DS to drive transformation
- Like every good Design Thinker, we started by defining our problem Specifically, how might we to introduce and scale DT And ultimately why did we choose DS over a DT Playbook? Let’s use analogy to tell our story
- As you know, Design thinking is a human-centered philosophy and approach to innovation Within it are variety of tools for teams to utilize This is similar to the variety of tools at a builder’s disposable But where does he start?
- He starts with a solid foundation and understanding first
- This was our Ah ha moment Design Sprints are our Design Thinking foundation They are the tactical tool we have used to introduce and scale design thinking within our teams
- Design Sprints are a repeatable problem-solving methodology that can be used to solve any large problem Check out the book
- Key to our success Customize early until teams mature Flexible agenda story Integrity Our journey wasn’t always easy Along the way, I was met with friction and challenges Specifically, requests for flexible agendas I stood very firmly against this until the teams matured While is wasn’t a popular idea, it kept the integrity of what we were building Level of customization is directly proportionate to the maturity of the team Customization too early leads to fragmentation and old ways of working
- Now that we have established Design Sprints as our foundation Let’s discuss how we gained momentum and traction in 2017
- 3 months of work in one week <PAUSE FOR EFFECT>
- To support our new way or working Train the trainer program onboard new facilitators Set it up - Shadow, lead and train
- First shadow
- Second lead
- Third Teach
- 8 core facilitators 4 trainers 2 PM partners 10 Design Sprints in 2017 23 in 2018 Awareness play of roughly 65 team members through our intro to DS course
- When I arrived at THD in 2017, there was fairly mature UX team in place and practice Entrepreneurial spirit at its finest Created position/promoted
- T-shaped General knowledge and native genius
- 4 disciplines UR: Studying our users behaviors, their needs, wants and frustrations IA: this is about the science of structure and hierarchy CS: more than words, we view it as the science behind the story telling UXD: visual, iconography, imagery and typography through the lens of our standards and brand guidelines
- How do 53 people work together to solve problems? Original model Scale to modern matrix Squads: holy trinity, single mission, purpose driven solving a particular customer problem (autonomous, decides what, when and how to release experiences) Communities: a group of squads working to solve a common goal Chapter: specific discipline in the community Guild: Build a Guild initiative, essentially a team sport that takes members from all of our squads/communities.
- 4 core responsibilities Operations Training Integration Socialization Update graphic
- The Design Sprint Guild are the champions and governance team behind our program Helping push innovation and behavioral change
- Because changes in behavior and mindset are necessary to drive adoption
- Our core behaviors are Support our customers Foster collaboration Iterate to learn Empower autonomous teams
- At our core, we are customer-centric company
- Our entire corporate strategy put our customer first What is pictured here is our inverted pyramid It a way of approaching leadership where the CEO is at the bottom and our customers are at the top
- This cascades down into our teams We put the customer at the center of everything we do By focusing on customer problems first, we lower business risk as we identify assumptions and hypotheses to test earlier in the funnel This allows team to pivot and shift quickly once learnings are uncovered STORY
- Our teams work together throughout the process
- By working together, we gain both a broader perspective and team alignment which is crucial for moving forward STORY
- We work in a constant feedback loop
- Our nimble feedback loop allows for learnings to be validated quickly This creates a learn-fast culture focused on learnings vs failures A wise friend once told me, the only thing different than failure and learnings is how attached you are to the outcome STORY
- Our squad-level facilitators elevate their teams to work autonomously as they mature
- One squad in particular used Design Sprints as their new project kick-off They successfully identified, scoped and ran design sprints for each of their major product releases STORY
- By changing behaviors, we elevated design as strategy
- Leadership buy-in from our CPEO all the way to tactical execution
- From the strategic level CPEO asked to pressure test the Design Sprint methodology at different altitude levels, based on varying goals and outputs
- Example is an upcoming Design Sprint -help identify the biggest opportunities for our UX and Creative teams to collaborate?
- HMW identify the biggest opportunities for our UX and Creative teams to collaborate?
- HMW identify the biggest opportunities for our UX and Creative teams to collaborate?
- The influx in custom offerings pushed for a revamp of our training curriculum Designers as teachers
- Awareness play and mock sprint Focus on activities Leave with understanding of process Become advocates of the methodology
- Leadership and customized workshops Deep dive in soft skills Managing a room Getting to the “why” behind the activities 1x1 coaching based on individual goals
- From a tactical level, we implemented a tiered Design Sprint model to support varying research inputs
- Start with a research intake meeting
- Validate quality and breadth of user research
- Define goals, deliverables and project scope
- 1-Day Problem-Framing Roadmap or ideation No research
- 3-Day Design Sprint Sweet spot Smaller scope, lower fidelity Minimal research
- 5-day traditional Design Sprint Higher scope Deep research
- Internal (evangelize and teach) That repositions our team much differently: outputs vs. outcomes. More about delivering value than artifacts. JFDI moment: We have done internal roadshows, not only in ATL but in our Austin and Dallas offices Breakfast and learns Quarterly planning meetings
- External This is a moment where you should take a pic of the screen Google THD and Design Sprints Featured in article and video series by Invision called Enterprise Design Sprints Written by Richard Banfield What, when, how and where on design sprints and how to get executive buy-in Google Design Sprint Conference, October 2018
- Commissioned to write an article series (executive buy-in) What we spoke about today can be found in these articles
- And finally What did we learn along the way?
- Customization too early leads to fragmentation and old ways of working
- Gain momentum by starting small and aligning to strategic initiatives
- Focus on behavioral and mindset change to drive adoption
- Welcome everyone, and thank you to HOW for giving us the opportunity to present today This is Scaling Design Sprints for Cultural Transformation