Maria Giudice, VP of Experience Design at Autodesk, outlines her vision for remaking the company by focusing on customers, shipping quality experiences, building community, and connecting products. She acknowledges the need for change given evolving industries and customer needs. Giudice advocates for mature directness, treating problems as design problems, and empowering everyone to be designers. Her goal is to create products and services that people will love.

1. Maria Giudice, VP Experience Design
Autodesk
Remaking the Making Company

2. THE TIME FOR
CHANGE IS NOW
INDUSTRY IS EVOLVING
CUSTOMER NEEDS ARE CHANGING
FROM TRANSACTIONS TO RELATIONSHIPS

3. CHANGE IS A
TEAM SPORT
LEADERSHIP TEAM IS READY
CLEAR THE PATHWAY TO DRIVE CHANGE
TRUST THE PROCESS, BUT GAIN SOME QUICK WINS

4. NO TIME
FOR POLITICAL
BULLSHIT
SAY WHAT YOU MEAN
MATURE DIRECTNESS
WALK THE TALK

5. TREAT EVERY
PROBLEM LIKE A
DESIGN PROBLEM
TRAVEL THE WORLD
LISTENING TOUR
HANG OUT WITH THE TEAM
TELL ME YOUR STORY

6. IMBALANCE OF POWER ON PRODUCT TEAMS
FRAGMENTED ACCESS TO CUSTOMERS
SILOS = CUSTOMER EXPERIENCES THAT ARE NOT COHESIVE
QUANTITY OF FEATURES OVER QUALITY OF EXPERIENCE
DEFINE THE
KEY PROBLEMS

7. FOCUS ON CUSTOMERS
SHIP QUALITY
BUILD COMMUNITY
CONNECT EXPERIENCES

8. BUILD
COMMUNITY

9. CHANGE YOUR
MINDSET
Design is an active verb

10. 10
co-createparticipate
observe
facilitate
listen
communicate
ideate
reinvent
partner negotiate
instigate
innovate
translate
DESIGN = CHANGE

11. Everyone is a designer

12. BUILD COMMUNITY
Be inclusive, break down the silos
Communicate frequently using multiple platforms
Collaborate and share work across borders
Train everyone on human centered design methods

13. FOCUS ON
CUSTOMERS

14. Design is about being in service to others
PEOPLE NOT USERS

15. USER

20. FOCUS ON CUSTOMERS
Do your research: build a strong research practice
Create programs to get closer to customers (customer tours of duty)
Make research easily accessible for everyone
Balance qualitative research with quantitative data

21. CONNECT
EXPERIENCES

22. PlatformProduct Service

23. 23Mary Meeker’s Internet Trends Report 2015
CONNECT EXPERIENCES
Develop a consistent brand and product point of view
Through journey mapping and other tools, design E2E experiences
Build product tiger teams to solve problems across the org
Create practice task forces to unify around consistent best practices

24. Create products and services that people will love
SHIP QUALITY

25. MVPM♥PVALUE • EASE OF USE • WELL CRAFTED

26. SHIP QUALITY
Prioritize to fix poor in-product UX experiences; don’t backlog
Build in time for craft and polish; set realistic deadlines
Dogfood your own products
Build less better

27. FOCUS ON CUSTOMERS
SHIP QUALITY
BUILD COMMUNITY
CONNECT EXPERIENCES

28. “I feel more connected than ever to my
fellow designers—inspired to make change
and take on new challenges—and motivated
to dig in and get some lovable sh*t done.”

29. THANK YOU!
@mgiudice