Design at Scale is People!
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The document discusses how design organizations can scale while maintaining quality, speed, and coherence. It argues that design at scale needs to prioritize humanism by focusing on people, culture, leadership, and hiring. Specifically, it recommends granting autonomy to design leadership close to the CEO, sharing cultural values across the design team, using levels frameworks to support growth, and ensuring team leads can coach, manage, and champion their teams. Scaling in this human-centered way provides the "soul" needed to ensure systems serve people as the organization grows.
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Design at Scale is People!
- 1. Design at Scale is People! Peter Merholz peterme@peterme.com @peterme http://orgdesignfordesignorgs.com
- 2. Hire great designers. Have them build great stuff. How design orgs grow… DL D
- 3. Hire great designers. Have them build great stuff. Demonstrating their value, hire more of them. How design orgs grow… DL D D D CS D S
- 4. How design orgs grow… After a certain size, model and systematize their behaviors in order to allow them to scale. HD D D D CS D TL D D D CS D TL R
- 5. After a certain size, model and systematize their behaviors in order to allow them to scale. How design orgs grow… HD D D D CS D TL D D D CS D TL R D D D CS D TL R PM
- 6. Discussion of Design at scale usually starts with design systems…
- 7. Definition Execution Definition / Requirem ents Iterative design Im plem entation Ideation/Generation Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Plan Ship Analyze Initial Insight …and processes developed as teams grow…
- 8. …as there are two driving considerations Maintain quality as you grow Maintain speed as you grow
- 9. But Design at Scale operates in a broader context.
- 10. Everything is, or is becoming, a service
- 11. Products and features are simply a manifestation of a service relationship All design is service design
- 12. Products and features are simply a manifestation of a service relationship
- 13. Products and features are simply a manifestation of a service relationship And with a service, all that customers have to consider is the experience
- 14. So Design at Scale needs a third objective: Maintain quality as you grow Maintain speed as you grow
- 15. Maintain quality as you grow Maintain speed as you grow Maintain coherence as you grow So Design at Scale needs a third objective:
- 16. Mechanistic modes of product/service delivery have tapped out. It’s hard to realize greater efficiency. Design is valuable because it reintroduces humanism into a corporate, business, and technological context that had forgotten people.
- 17. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. “ ”
- 18. How do you scale soul?
- 20. Systems People Culture Processes These may “raise the floor” for quality and speed, but they risk becoming a focus in and of themselves, and inhibiting innovation.
- 22. Systems People Culture Processes To realize potential, design at scale starts with humanism at scale
- 23. Systems People Culture ProcessesIn the company In the design org
- 25. Focused design leadership Scaling culture company-wide Head of Design Design Director Design Director Design Director VP of Product Dir of PM
- 26. Focused design leadership Granted autonomy Scaling culture company-wide Head of Design Design Director Design Director Design Director VP of Product Dir of PM
- 27. Focused design leadership Granted autonomy ≦ Two levels from the CEO Scaling culture company-wide Head of Design Design Director Design Director Design Director VP of Product Dir of PM CEO
- 28. Focused design leadership Granted autonomy ≦ Two levels from the CEO Customer-driven business decisions Scaling culture company-wide vs.
- 29. Focused design leadership Granted autonomy ≦ Two levels from the CEO Customer-driven business decisions Sufficient investment Scaling culture company-wide
- 30. Scaling culture with the design team
- 31. Shared sense of purpose Scaling culture with the design team Who We Are And What We Do We’re the Design team. We’re researchers, strategists, designers, and writers shaping products and services with purpose, embodying the care at the heart of Snagajob’s mission. We love what we do, and we live for this.
- 32. Shared sense of purpose Shared values Scaling culture with the design team What We Value Humility Quality Evidence Context Fearlessness
- 33. Shared sense of purpose Shared values Artifacts that carry culture Scaling culture with the design team
- 34. Shared sense of purpose Shared values Artifacts that carry culture Collaborative work environments Scaling culture with the design team
- 35. Shared sense of purpose Shared values Artifacts that carry culture Collaborative work environments The right kinds of meetings Scaling culture with the design team
- 36. Tech Processes Systems People Culture Processes Recruiting and hiring Levels framework Team leadership
- 37. Recruiting and hiring is everyone’s job Portfolio reviews, initial reachout, phone screens, interviews Recruiting partners are great, but scaling quality requires the team In a scaling company, there is no single more impactful activity any designer can do than participate in recruiting and hiring.
- 38. Recruiting and hiring is everyone’s job Portfolio reviews, initial reachout, phone screens, interviews Recruiting partners are great, but scaling quality requires the team There are not enough designers, so… I have to do the work myself, so… I don’t have time to find designers, so… In a scaling company, there is no single more impactful activity any designer can do than participate in recruiting and hiring.
- 39. Levels, and why I loathed them Brings out the worst of bureaucratic HR behaviors Reducing people to a number is dehumanizing Encourages jockeying for rank
- 42. Levels, and how I learned to love them Reframed them as a scaffold helping team members figure out how they can grow. Realized they serve as a “core service” that supports other org functions. Levels Job postings Candidate assessment Training Performance reviews Recruiting and hiring Professional Development Team composition Delivery
- 44. Team leadership HD UXR PM PM UXR DD DD CrD UXR UXR CT CT PDPD CS PD PDPD CS PD DM PD PD CS CD PD PD PD CS CD PD SD SD PD CS CD PD PD CS CD PD DR TL TL DM DM DM HD UXR PM PM UXR DD DD CrD UXR UXR CT CT PDPD CS PD PDPD CS PD TL PD PD CS CD PD PD PD CS CD PD SD SD PD CS CD PD PD CS CD PD DR TL TL TL TL TL
- 45. HD UXR PM PM UXR DD DD CrD UXR UXR CT CT PDPD CS PD PDPD CS PD TL PD PD CS CD PD PD PD CS CD PD SD SD PD CS CD PD PD CS CD PD DR TL TL TL TL TL Team leadership UXR PM PM UXR UXR UXR CT CT PDPD CS PD PDPD CS PD PD PD CS CD PD PD PD CS CD PD SD SD PD CS CD PD PD CS CD PD DR
- 46. HD UXR PM PM UXR DD DD CrD UXR UXR CT CT PDPD CS PD PDPD CS PD TL PD PD CS CD PD PD PD CS CD PD SD SD PD CS CD PD PD CS CD PD DR TL TL TL TL TL Team leadership UXR PM PM UXR UXR UXR CT CT PDPD CS PD PDPD CS PD PD PD CS CD PD PD PD CS CD PD SD SD PD CS CD PD PD CS CD PD DR
- 47. Team leadership TL manage down COACH Diplomat manage across manage up Champion Because of what pivots around them, the Team Lead is the most important role on the team. A great team lead amplifies their team’s abilities and wields influence throughout the organization. A weak team lead serves as a black hole, dragging their part of the organization down with them.
- 48. Growth Promotions Search/ browse Detail Page Shopping Cart Reviews Make a Reservation Checkout Share experience Redeem Team leadership
- 49. Growth Promotions Search/ browse Detail Page Shopping Cart Reviews Make a Reservation Checkout Share experience Redeem Team leadership
- 50. Team leadership Growth Promotions Search/ browse Detail Page Shopping Cart Reviews Make a Reservation Checkout Share experience Redeem
- 51. Team leadership Growth Promotions Search/ browse Detail Page Shopping Cart Reviews Make a Reservation Checkout Share experience Redeem Buyer Experience
- 52. Team leadership Growth Promotions Search/ browse Detail Page Shopping Cart Reviews Make a Reservation Checkout Share experience Redeem Purchase Design Team S D D D TL UR S D D TL CS UR Post-Purchase Design Team DD PM S S D CS D TL Discovery Design Team Buyer Experience
- 53. Systems People Culture ProcessesThis humanist foundation provides the soul.
- 54. Systems People Culture Processes Vision A vision aligns distributed effort. (and is a subject for a different talk)
- 56. Systems People Culture Processes Vision …which helps ensure the systems are serving people, not themselves.