Selling Design Systems; UXPin Design Systems Masterclass

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Selling Design Systems An "adoption-ﬁrst" strategy for selling a design system at EA UXPin Design Systems Masterclass December 5, 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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http://wolf-sheep20.tumblr.com/post/45480229605/homestuck-gif-challenge

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As a consultancy As a service provider As product designers

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EX PX

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EX PX The perceived value players have in interactions with EA. The perceived value employees have in interactions while working at EA.

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WHAT IS JOYSTICK?

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A collection of resources for individuals and teams at EA to design and develop internal applications, websites, and content strategies.

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WHY A DESIGN SYSTEM?

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Hi. I’m Mary.

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Inherent expertise Hi. I’m Mary.

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

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Accidental complexity

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I’m all alone.

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Challenges with scale, reusability, & craft

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WHAT NEEDED 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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1. Evaluate the value proposition from the perspectives of the humans who: DESIGN & DEVELOP 2.Evaluate the value proposition from the perspectives of the humans who want to: SHIP THINGS FASTER/CHEAPER

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Strategyzer, https://strategyzer.com/canvas/value-proposition-canvas

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Strategyzer, https://strategyzer.com/canvas/value-proposition-canvas Customer Jobs

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Designer Jobs Developer Jobs Executive Jobs Strategyzer, https://strategyzer.com/canvas/value-proposition-canvas Customer Jobs

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“Hi designer. We’re launching an application tomorrow and I’d like to make to get your feedback before we do.” — yet another Anonymous “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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“I spent the last week trying to ﬁgure out how to make the best button. Ultimately, I just grabbed Bootstrap because I needed to get the work done.” — Anonymous Developer “I just didn’t have time to incorporate all the style guides because I needed to ship. Sorry.” — Anonymous Engineer

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

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but faster & cheaper!!!

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WHAT NEEDED BUYING: “We want to collaborate, have great documentation, have choice in our tools, to contribute, save time & money, and make their things look like our things.” — perhaps a made-up, generalized request from Anonymous…but you get the idea

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BAD TIMING!

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April 13, 2015 was my start date.

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April 13, 2015 was my start date. 13 days after the ﬁscal year started.

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April 13, 2015 was my start date. 13 days after the ﬁscal year started. All headcount ﬁnalized.

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April 13, 2015 was my start date. 13 days after the fiscal year started. All headcount finalized. All projects finalized.

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April 13, 2015 was my start date. 13 days after the fiscal year started. All headcount finalized. All projects finalized. All budgets finalized.

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MONEY HAS IT’S OWN PROBLEMS

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Design Systems Projects

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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?* *Easy choice when you don’t have a choice

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SUCCESS IS NOT FUNDING

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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 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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SUCCESS IS ADOPTION!

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Stanford Social Innovation Review Email: info@ssireview.org, www.ssireview.org                 Collective Impact  By John Kania & Mark Kramer       Stanford Social Innovation Review  Winter 2011     Copyright © 2011 by Leland Stanford Jr. University  All Rights Reserved    Mike Langman, rspb-images.com; Collective Impact, Copyright © 2011 by Leland Stanford Jr. University All Rights Reserved 1. Take responsibility for assembling the elements of a solution 2. Create a movement for change 3. Include solutions from outside the sectors 4. Use actionable knowledge to inﬂuence behavior & improve performance 5. Cross-sector coordination over individual intervention Sustained Adoption

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WHO ARE THE ADOPTERS?

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Focus on users of design tools & design services

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https://www.reddit.com/r/reactiongifs/comments/5tqktd/mrw_i_cant_find_the_tv_remote_but_my_show_starts/

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

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LET’S DO THIS

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1. No project funding/sponsorship 2. Demand for design is there 3. Must support a variety of teams, products, services, platforms, etc. 4. Must consider EA culture 5. No explicit constraint of, “Don’t do that” Assumptions

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1. User adoption would be the key to success. Focus on that ﬁrst. 2. Developers, Engineers, Designers are more likely to use one if they have a choice in using it & if they could contribute back. 3. We needed one. Others would welcome having one too. Hypotheses

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REMIX!

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REMIX!

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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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SELL, SELL, SELL

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How did we ﬁnd early adopters?

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

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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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Hackathons

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Hackathons

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Guerilla Marketing & PR

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1. 6 teams 2. 5 projects 3. Community sharing the url with friends 4. “Can I create my own components?” Outcomes

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

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HOW WE DOIN’?

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Keep me signed in SIGN IN PASSWORD EMAIL ADDRESS Remember me SIGN IN PASSWORD EMAIL ADDRESS © 2016 Electronic Arts Inc. This portal is authorized for EA employees & approved contractors only. you@ea.com Joseph Paul Smith PROFILE SECURITY JS Edit My Account Change Password Your password was last changed on May 15, 2016. VERIFICATION Security Question & Answer Security question & answer to verify your EA account. ENABLED Edit © 2016 Electronic Arts Inc. This portal is authorized for EA employees & approved contractors only. Joseph Paul Smith Games Developer Austin, USA jsmith@ea.com © 2016 Electronic Arts Inc. This portal is authorized for EA employees & approved contractors only. Help Tools Joseph Paul Smith PROFILE JS My Account Games Developer Austin, USA jsmith@ea.com SECURITY Edit Change Password Your password was last changed on May 15, 2016. VERIFICATION Edit Security Question & Answer Security question & answer to verify your EA account. ENABLED

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A Tiny Guide to Visualize Data Pick chart and color palette for your dashboard. We will offer you best design practice and downloadable design kit! Get Started Choose Data Type Work with Data Confirm Chart Select Color Download Kit Sequential data is suited to ordered data that progress from low to high or high to low to encode quantitative differences. A set of ordered colors can be used to show the number of activer users on 3 different game titles, from the worst (title A, with the darkest color) to the best (title C, with the lightest). Categorical data is used to separate items into distinct groups. Categorical data can be sorted according to group or category. Sequential Data Diverging Data Categorical Data Diverging data encodes a range of quantitative values that are above or below some logical breakpoint in the middle. What type of data do you have? Here are tips and examples on deciding data type SEQUENTIAL DATA FOR EXAMPLE FOR EXAMPLE FOR EXAMPLE CATEGORICAL DATA DIVERGING DATA AUG SEPT Month OCT 0 25k 50k 75k 100k Active Users Title A Title B Title C 0 Aug 30 Aug 31 Sept 1 Sept 2 0 100k 200k 300k 400k Xbox 360 Xbox One PS3 PS4 Sales Dates Game titles’ consumer rating can be displayed using a stacked bar chart with a dual-ordered palette of colors: one set for dissatisfied and another set for satisfied, with a netural rate in the midpoint. Title A Title B Title C Percentage 50 50 0 Very Dissatisfied Very Satisfied Dissatisfied Satisfied Netural NEXT A set of distinct colors can be used to show the difference of sales by game consoles on a daily base.

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BEFORE YOU BEGIN HERE’S SOME ADVICE CHOOSE A CONSISTENT STYLE START WITH THIS SLIDE MAKING YOUR PRESENTATION CLEAN, CLEAR, & SIMPLE THIS TEMPLATE IS FOUND IF YOU ADD SLIDE > CLICK IMAGE OF TITLE SLIDE 01 USE THE DEFAULT TITLE AND BODY TAGS. ADD YOUR TITLE AND USE 48 BOLD EASans ADD YOUR SUBTITLE AND USE 48 REGULAR EASans ADD YOU NAME/DATE AND USE 18 REGULAR EASans 02 USE AN IMAGE IF DESIRED. IDEALLY THIS IMAGE IS CONSISTENT WITH ALL OTHER PRESENTATIONS FROM YOUR ORG. 03 USE THE EAIT LOGO IN THE BOTTOM RIGHT. YOU CAN HAVE THE PERFECT IMAGE ALL YOU NEED IS A CAMERA PHONE, A WHITE PIECE OF PAPER, AND THE KNOW HOW. 01 Take your picture LAY A PIECE OF WHITE PAPER ON A DESK. ARRANGE THE OBJECT ON THE PAPER. TAKE A PHOTO WITH YOUR CAMERA PHONE. 02 Email SEND THE PHOTO TO YOUR WORK EMAIL 03 Open image in Keynote or PowerPoint ADJUST ALPHA CHANNEL OR BRIGHTNESS AND CONTRAST TO “REMOVE” WHITE BACKGROUND. CROP WHERE NECESSARY.

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C O M P O N E N T S Tour Your oﬃce G E T S TA R T E D C A R D S F O R M S I C O N S D A T A C H A R T S C H O I C E S Choice 1 Choice Selected Choice 3 Choice 4 C H E C K B O X Checkbox 1 Checkbox Checked Placeholder text Placeholder text TEXT AREA LABEL Placeholder text TEXT INPUT Watch Game Trailers G E T S TA R T E D Manager Portal Career Icon Library: Streamline Icons, www.streamlineicons.com Project Travel Service Desk People Local Benefit Team Performance 11 12 13 14 15 16 17 18 19 20 10 DAYS 1 MONTH 3 MONTHS Project Status 167 176 Retina Sandbox 271 Joystick Corp Store Wiﬁ Vidcon 539 97.0% 39.2 % 22.1% 19.1% 65.4 % 25.8% 157 147 PROJECT WORKING HOURS COMPLETION B U T T O N S C T A G R O U P DEFAULT BUTTON

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1. 20+ teams 2. 15+ projects 3. Community has developed .NET helpers, jQuery, Angular, & React extensions, and 3 alternate themes 4. Showcase of success 5. Community for sustained success All organic growth

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TAKEAWAYS

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1. If you build it…

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2.Embrace cultures

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3.Trojan Mice & Trojan Horses

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4.Be pragmatic Ellen Lupton, http://www.publicseminar.org/2015/12/designing-the-humanities/; https://www.istockphoto.com/portfolio/sborisov

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5.Launch w/ product strategy

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6.Still ﬁghting for a champion Ellen Lupton, http://www.publicseminar.org/2015/12/designing-the-humanities/; https://www.istockphoto.com/portfolio/sborisov

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CREDIT WHERE DUE

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https://uxdesign.cc/selling-a-design-system-before-asking-for-buy-in-eeb45e88f66a

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Thank you! Ryan Rumsey @ryanrumsey