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.

Transcript

2. Redesign design UX Salon, Tel Aviv, 6 May 2018 Version 2.0
3. warning
4. Plastic
8. Same industry, different problems.
9. somebody has an idea… “the business”
10. let’s assign it to a PM “the business” Project Manager
11. we need design! “the business” Project Manager Design
12. design is done! “the business” Project Manager Design Specs!
13. we’re an agile team “the business” Project Manager Design Dev Team Specs!
14. when we’ll see the changes online? “the business” Project Manager Design Dev Team Specs! Production
15. deploy’d, let’s move on “the business” Project Manager Design Dev Team Specs! Production Users
16. the water-scrum-fall “the business” Project Manager Design Dev Team Specs! Production Users
17. I failed.
18. From plan-driven activities to adaptive, people first mindset.
19. 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
20. 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
21. stand up if you develop products through experiments.
22. stand up run more than 10 experiments per team at the same time.
23. stand up if you can create and deploy experiments at will.
24. A different idea of design.
25. Frame Ideate Specifications Distribution Production linear process
26. digital products have less friction
27. physical digital
28. markets are hard to predict
29. rethink how we ideate and create digital products
30. design as a continuous conversation designOps
31. 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.
32. 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.
33. warning
34. design for learning
35. A large online marketplace, a new opportunity to assess, a new service to explore, a lot of uncertainty.
36. let’s explore!
37. running a single experiment is easy
38. continuously running experiments is hard
39. Experiment A Experiment B Design generation
40. Experiment B Design generation Weak design are eliminated or combined. Strong design are further developed. Experiment A
41. Design generation Weak design are eliminated or combined. Strong design are further developed. Further narrowing and integration Experiment B Experiment A
42. The agility of your product depend on the agility of your infrastructure.
43. enable others to design
44. A global automotive brand, multiple teams, floating designers, unhappy customers.
45. successful handoffs?
46. how much design do you need to create a landing page?
47. compasses over maps
48. _ 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.
49. design infrastructure
50. local autonomy, global consistency
51. connect users and teams
52. An online product, a cross-functional team, a long backlog of features, small impact on users.
53. the feature factory
54. outcomes not outputs
55. looking for the behavioural change
56. design the feedback
57. _ 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.
58. a continuous conversation
59. 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
60. a digital product is never done.
61. design is not a phase in the process, but a widespread ability.
62. serve an open community.
63. Thank you Matteo Cavucci Tel Aviv, 06 May 2018 Matteo Cavucci | +49 1514 1298316 | matteo@mced.it Do you want to know more? matteo@mced.it @matteomced