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Turning a Startup to a Design-Driven Company
1. TURNING A STARTUP â¨
INTO A DESIGN DRIVEN COMPANY
or when one buzzword changes to another
2. According to the Design Management
Instituteâs DesignValue Index, for
example, design-driven companies
have maintained a signiďŹcant stock-
market advantage, outperforming â¨
the S&P 500 by an extraordinary â¨
211 percent over the past ten years.
S&P 500 Design-Drivenhttp://www.dmi.org/?DesignValue
5. 1. Claim that I value design
2. âŚ
3. ProďŹt
WHAT DO I NEEDTO DO?
6. 1. Claim that I value design
2. âŚ
3. ProďŹt
APPLE DOES IT. I CAN DO IT
WHAT DO I NEEDTO DO?
7. 1. Claim that I value design
2. âŚ
3. ProďŹt
APPLE DOES IT. I CAN DO IT
WHAT DO I NEEDTO DO?
And make that bike green. â¨
I think red is too aggressive
8. 1. Claim that I value design
2. âŚ
3. ProďŹt
APPLE DOES IT. I CAN DO IT
WHAT DO I NEEDTO DO?
And make that bike green. â¨
I think red is too aggressive
And ďŹat. People don't like
skeuomorphic images anymore
10. Following latest trends
Turning designers into managers
Making everyone in a company â¨
a designer
MacBooks, beanbags and pur overs
being a design-driven company
is not about
Putting some stickies on the wall
Making designers code
11. Your management claiming that you are
being a design-driven company
is not about
âWhen I see a company with an innovation lab â¨
I cringe, because the only thing I really know is that there
will be no innovation in it.â - Carl Bass,Autodesk
12. bringing in a voice of the user
applying a design thinking
understanding a user journey
evaluating with users, and developers
being a design-driven company
could be about
creating collaborative environment
15. What is design?Simply put, design is an action of solving a problem.
One of many others in itâs way to implementation.
16. Design is an action.
Design is also a result of this action.
17. I need a design for this unique exiting feature â¨
that our users will love!
says a generic PM in a generic company
18. I need a design for this unique exiting feature â¨
that our users will love!
Here are the requirements.
says a generic PM in a generic company
19. I need a design for this unique exiting feature â¨
that our users will love!
says a generic PM in a generic company
Here are the requirements.
Do it fast. Developers need to start tomorrow.
20. I need a design for this unique exiting feature â¨
that our users will love!
Here are the requirements.
Do it fast. Developers need to start tomorrow.
Sorry, but what is the problem
we about to solve for our user?
you ask
21. I need a design for this unique exiting feature â¨
that our users will love!
Here are the requirements.
Do it fast. Developers need to start tomorrow.
Sorry, but what is the problem
we about to solve for our user?
What are you talking about?
There is no problem. There is a new feature.
says a generic PM in a generic company
22. Here are the requirements.
Do it fast. Developers need to start tomorrow.
Sorry, but what is the problem
we about to solve for our user?
What are you talking about?
There is no problem. There is a new feature.
What activity does this feature support?
What business value does it provide?
you ask
23. Sorry, but what is the problem
we about to solve for our user?
What are you talking about?
There is no problem. There is a new feature.
What activity does this feature support?
What business value does it provide?
I donât understand.
What canât you just put that button on a page?
says a generic PM in a generic company
24. we about to solve for our user?
What are you talking about?
There is no problem. There is a new feature.
What activity does this feature support?
What business value does it provide?
I donât understand.
What canât you just put that button on a page?
And make it not like any other.
We are a design-driven company.
27. Design is an action of solving a problem.
if
Design-driven company is a company â¨
that widely applies design to solve â¨
of itsâ business challenges.
then
28. Design is an action of solving a problem.
if
Design-driven company is a company â¨
that widely applies design to solve â¨
of itsâ business challenges.
then
and not only â¨
to decorate those
31. 4 out of 5â¨
startups
hire designer to
1. Design a logo
2. Make a landing
3. Suggest font and color
4. Sketch MVP
Identifying value is great
but we have no money.
Lets get reach ďŹrst.
32. 4 out of 5â¨
startups
hire designer to
1. Design a logo
2. Make a landing
3. Suggest font and color
4. Sketch MVP
Identifying value is great
but we have no money.
Lets get reach ďŹrst.
1 out of 10â¨
startups
hire designer to
1. Evaluate user needs
2. Create user ďŹow and IA
3. Craft unique experience
4. Design solid MVP
Identifying value is great.
Invest in it and asses
product-market ďŹt.
33. 4 out of 5â¨
startups
hire designer to
1. Design a logo
2. Make a landing
3. Suggest font and color
4. Sketch MVP
Identifying value is great
but we have no money.
Lets get reach ďŹrst.
1 out of 10â¨
startups
hire designer to
1. Evaluate user needs
2. Create user ďŹow and IA
3. Craft unique experience
4. Design solid MVP
Identifying value is great.
Invest in it and asses
product-market ďŹt.
Most often a startup â¨
that survived on its â¨
post MVP stage is a
company that can be
ready to do a shift and
become a truly â¨
design-driven company.
34. 4 out of 5â¨
startups
hire designer to
1. Design a logo
2. Make a landing
3. Suggest font and color
4. Sketch MVP
Identifying value is great
but we have no money.
Lets get reach ďŹrst.
1 out of 10â¨
startups
hire designer to
1. Evaluate user needs
2. Create user ďŹow and IA
3. Craft unique experience
4. Design solid MVP
Identifying value is great.
Invest in it and asses
product-market ďŹt.
Most often a startup â¨
that survived on its â¨
post MVP stage is a
company that can be
ready to do a shift and
become a truly â¨
design-driven company.
When founding
fathers are ready.
But you will work with
their expanded team.
44. You cannot make everyone to care.
It takes time. Be patient.
45. How to make people care?
1. Care about them and show that you do.
2. Explore what they already have/think/do.
3. Find your allies.
4. Outline your responsibilities.
5. Make rules clear.
6. Build your strategy around your discovery.
7. Evaluate the progress.
46. How to make people care?
1. Care about them and show that you do.
2. Explore what they already have/think/do.
3. Find your allies.
4. Outline your responsibilities.
5. Make rules clear.
6. Build your strategy around your discovery.
7. Evaluate the progress.
How to make a â¨
design-driven company?
1. Say hello
2. Assess status quo.
3. Gain C-level management and team support.
4. Take ownership over whole design.
5. DeďŹne good design.
6. Build strategy around company roadmap.
7. Be ready to reassess on a regular basis.
47. Say Hello!
⢠Introduce yourself.
⢠Introduce your task.
⢠Get know stakeholders and key decision makers.
⢠Get know other people too.
48. Access the Status Quo
⢠Product (users, functions, visuals, everything).
⢠Responsibilities (people, processes).
⢠Previous experiences.
⢠Expectations.
49. Gain C-level support
⢠Share your discoveries.
⢠Ask about long and short team goals.
⢠Ask about their strategy.
⢠Discuss your strategy.
⢠Discuss your resources (budget, people, time).
50. Gain team support
⢠Be friendly and responsive.
⢠Be useful from the beginning.
⢠Help to tackle immediate issues.
51. Take ownership
⢠Decide what you want to be responsible for.
⢠Decide how you want to work.
⢠Decide how you queue incoming design tasks.
⢠Decide how you squeeze new task into existing routine.
52. DeďŹne good design for this company
⢠Formalize role of design.
⢠Write down design goals and principles.
⢠Build brand and translate it into design.
⢠Create styleguide.
⢠Create design system.
⢠Find way to make it into SDK.
⢠Run design reviews.
53. Build your strategy around company roadmap
⢠Keep track of global vision.
⢠Build your activities around strategic initiatives.
⢠Support tactical activities.
⢠Build exit points to adjust your vision.
54. Be ready to regroup
⢠No quick assumptions.
⢠Get feedback from metrics.
⢠Get feedback from people.
⢠Observe and listen.
⢠Adjust what and when needed.
⢠Remember your goals.
55. There will be a transition period.
Keep calm. Carry on