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Redesign Design - Matteo Cavucci / UX Salon 2018

UX Salon
May 17, 2018

Redesign Design - Matteo Cavucci / UX Salon 2018

Over the next years, how we design, prototype, and test services and products will change dramatically. We are transitioning from a traditional, industrial mindset of design as a rigid planning process towards the experience of design as a continuous and evolving conversation between makers and users.

This talk, based on real-life experiences, explores how design is changing in the digital age, beyond the initial delivery of specifications and blueprints, to an adaptive co-creation process that evolves iteratively over time. This emergent idea of designOps is dissolving the boundaries between planning, discovery, building, and operating phases, leading to results that are more in tune with the true needs of users.

UX Salon

May 17, 2018
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  1. Redesign design
    UX Salon, Tel Aviv, 6 May 2018
    Version 2.0

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  2. Same industry,
    different problems.

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  3. somebody has an idea…
    “the business”

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  4. let’s assign it to a PM
    “the business” Project Manager

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  5. we need design!
    “the business” Project Manager Design

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  6. design is done!
    “the business” Project Manager Design
    Specs!

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  7. we’re an agile team
    “the business” Project Manager Design
    Dev Team
    Specs!

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  8. when we’ll see the changes online?
    “the business” Project Manager Design
    Dev Team
    Specs!
    Production

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  9. deploy’d, let’s move on
    “the business” Project Manager Design
    Dev Team
    Specs!
    Production
    Users

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  10. the water-scrum-fall
    “the business” Project Manager Design
    Dev Team
    Specs!
    Production
    Users

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  11. From plan-driven activities
    to adaptive, people first
    mindset.

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  12. 19
    _ A process nerd!
    _ Variegated professional background.
    _ Previously: ThoughtWorks, Edenspiekermann
    _ Helped people working in automotive, retail,
    large online marketplaces, high-growing start-
    ups and public sector.
    Matteo Cavucci
    @matteomced

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  13. 20
    design as a service
    design
    infrastructure
    Product Team
    Production
    Environment
    Users
    co-creation of value driven by experiments
    Strategy
    feedback feedback
    high-level
    intents
    “design enablers”
    feedback

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  14. stand up if you
    develop products
    through experiments.

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  15. stand up
    run more than 10
    experiments per team
    at the same time.

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  16. stand up if you
    can create and deploy
    experiments at will.

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  17. A different
    idea of design.

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  18. Frame Ideate Specifications Distribution
    Production
    linear process

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  19. digital products have
    less friction

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  20. physical digital

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  21. markets are
    hard to predict

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  22. rethink how we ideate
    and create digital products

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  23. design as a continuous conversation
    designOps

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  24. designOps
    31
    A cultural shift in the practice of design and a
    related set of practices that allows people
    across an organisation to continuously
    improve the design of products without
    compromising on quality, service coherency,
    or team autonomy.

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  25. designOps
    ENABLE OTHERS TO DESIGN
    Minimise the effort required by designers - and non
    designers - to produce high quality design artefacts.
    DESIGN FOR LEARNING
    Explore uncertainty through rapid experimentation
    and a strategy based on optionality.
    CONNECT USERS AND TEAMS
    Allow users to guide the ideation process through
    robust feedback loops after the product is launched.

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  26. design for learning

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  27. A large online marketplace,
    a new opportunity to assess,
    a new service to explore,
    a lot of uncertainty.

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  28. let’s explore!

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  29. running a single
    experiment is easy

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  30. continuously running
    experiments is hard

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  31. Experiment A
    Experiment B
    Design
    generation

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  32. Experiment B
    Design
    generation
    Weak design are eliminated or combined.
    Strong design are further developed.
    Experiment A

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  33. Design
    generation
    Weak design are eliminated or combined.
    Strong design are further developed.
    Further narrowing
    and integration
    Experiment B
    Experiment A

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  34. The agility of your
    product depend on the
    agility of your
    infrastructure.

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  35. enable others to design

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  36. A global automotive brand,
    multiple teams,
    floating designers,
    unhappy customers.

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  37. successful
    handoffs?

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  38. how much design do you need to
    create a landing page?

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  39. compasses
    over maps

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  40. _ build a shared understanding of the
    whole product.
    _ avoid detailed specifications.
    _ communicate as much high-level intent
    is needed to create a stable version.
    _ free people to make decisions
    aligned with the intent.
    _ design the developer experience.
    _ automate the design process
    as more as possibile.

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  41. design
    infrastructure

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  42. local autonomy,
    global consistency

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  43. connect users and teams

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  44. An online product,
    a cross-functional team,
    a long backlog of features,
    small impact on users.

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  45. the feature
    factory

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  46. outcomes
    not outputs

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  47. looking for the
    behavioural change

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  48. design
    the feedback

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  49. _ We created a feedback form at the end
    of the funnel.
    _ we printed out all the messages every day, and
    we put them on a wall.
    _ The whole team read them after the morning
    stand-up meeting.
    _ We sorted the messages by topic.
    _ We tracked how many times a specific topic
    appeared and we measured the trend.

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  50. a continuous conversation

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  51. 59
    design as a service
    design
    infrastructure
    Product Team
    Production
    Environment
    Users
    co-creation of value driven by experiments
    Strategy
    feedback feedback
    high-level
    intents
    “design enablers”
    feedback

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  52. a digital product is
    never done.

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  53. design is not a phase in
    the process, but a
    widespread ability.

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  54. serve an
    open community.

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  55. Thank you
    Matteo Cavucci
    Tel Aviv, 06 May 2018 Matteo Cavucci | +49 1514 1298316 | [email protected]
    Do you want to know more?
    [email protected]
    @matteomced

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