Selling Design Systems; Refresh Austin

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Selling Design Systems An "adoption-ﬁrst" strategy for selling a design system at EA Refresh Austin September 12, 2017 Ryan Rumsey @ryanrumsey

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Design systems are all the rage

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This is not one of those talks

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Stuff that’s worked for me

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Hi. I’m Mary. Inherent expertise

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Knowledge Management Learning Management Workforce Management Performance Management Travel Management Facilities Management Support Customer Relationship Management Resource Management Career Development World of systems

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Accidental complexity

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Workforce Management Knowledge Management Learning Management Resource Management Facilities Management Customer Relationship Management Travel Management Career Development Performance Management Support Expense Management Intranet Dashboards File Management Desktop Applications Mobile Applications Websites Tools Frameworks Guidelines

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EX CX The perceived value customers have in interactions with EA. The perceived value employees have in interactions while working at EA.

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WHY A DESIGN SYSTEM?

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“Can you make my thing look like your thing?” — most frequent request from Anonymous

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http://wolf-sheep20.tumblr.com/post/45480229605/homestuck-gif-challenge

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Accidental complexity

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https://www.reddit.com/r/gifs/comments/1t5ywe/the_bitcoin_community_again/

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Design whole experiences

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Murmuration of starlings in Utrecht, The Netherlands, https://vimeo.com/121168616

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WHAT IS IT?

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A collection of resources for individuals and teams at EA to design, develop, & write applications, websites, communications, & products.

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DEVELOPERS DESIGNERS

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WHAT NEEDS BUYING?

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“I’ve been pitching our services for 23 years and I’ve never once successfully convinced an executive of anything.” - Jared Spool

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Lead with empathy to drive understanding of the perspectives of the humans who: USE DESIGN TOOLS

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Lead with empathy to drive understanding of the perspectives of the humans who: BUY DESIGN SERVICES

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OBSERVE OUR ENVIRONMENT

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“We want to collaborate, have great documentation, and to fork. We must be able to fork.” — perhaps a made-up, generalized request from Anonymous, but you get the idea

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*Not our actual project process

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“Can you save us time without spending money?” — another generalized request from Anonymous that might not be so made-up

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CONTROVERSIAL STATEMENT AHEAD!

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SUCCESS IS NOT FUNDING

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Design Systems should deliver and live Projects should deliver and die

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Design Systems should deliver and live Projects should deliver and die FUND WITH A PROJECT?

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SUCCESS IS ADOPTION

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Innovation Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.

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Radical Incremental Improvements within a given frame of solutions (i.e., “doing better what we already do”) A change of frame (i.e., “doing what we did not do before”) Innovation Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.

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Radical Incremental Improvements within a given frame of solutions (i.e., “doing better what we already do”) A change of frame (i.e., “doing what we did not do before”) Innovation NOVEL UNIQUE ADOPTED Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.

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Radical Incremental Improvements within a given frame of solutions (i.e., “doing better what we already do”) A change of frame (i.e., “doing what we did not do before”) Innovation NOVEL UNIQUE ADOPTED Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research versus technology and meaning change. Design Issues, 30(1), 78-96.

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HYPOTHESES Save time. Save money. Collaborate, share knowledge, must fork. When a constraint isn’t explicitly said, it’s not a real constraint.

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ASSUMPTIONS We will support multiple platforms & devices. We will partner with dozens of engineering teams, hundreds of developers, engineers, and architects, working on tens of products in an environment where teams have choice in technologies they use. We will not be resourced to every product/project. We will support teams creating, customizing, or conﬁguring digital products. We are a small team, so we can’t build completely from scratch. We will consider EA culture.

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LET’S DO THIS

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https://medium.com/sketch-tricks/sketch-measure-master-a-thorough-walkthrough-57d3df25a1cf

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https://medium.com/sketch-tricks/sketch-measure-master-a-thorough-walkthrough-57d3df25a1cf

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https://medium.com/sketch-tricks/sketch-measure-master-a-thorough-walkthrough-57d3df25a1cf

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https://medium.com/sketch-tricks/sketch-measure-master-a-thorough-walkthrough-57d3df25a1cf

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Made for humans at EA, by humans in IT

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SELL, SELL, SELL

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Do they need help? Do they know they need help? Sweet spot How did we ﬁnd early adopters?

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Hackathon

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Guerilla Marketing & PR

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Trojan Mice http://www.trojanmice.com/

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HOW WE DOIN’

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1. 20+ teams using the framework (not just Devs) 2. 15+ projects 3. Community writing case studies about their usage 4. Community building extensions 5. Still no direct funding

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“Hey, we always needed one of these!” — all the Anonymous

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STUFF THAT CAN WORK FOR YOU

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1. If you build it…

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2.Nobody puts baby in a corner

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3.Build from something working

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4.Promote like a college kid pitching credit cards

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5.Be pragmatic. Ellen Lupton, http://www.publicseminar.org/2015/12/designing-the-humanities/