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

1. View Slide

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

   View Slide

3. warning
   

   View Slide

4. Plastic
   

   View Slide

5. View Slide

6. View Slide

7. View Slide

8. Same industry,
   different problems.
   

   View Slide

9. somebody has an idea…
   “the business”
   

   View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

17. I failed.
    

    View Slide

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

    View Slide

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
    

    View Slide

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
    

    View Slide

21. stand up if you
    develop products
    through experiments.
    

    View Slide

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

    View Slide

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

    View Slide

24. A different
    idea of design.
    

    View Slide

25. Frame Ideate Specifications Distribution
    Production
    linear process
    

    View Slide

26. digital products have
    less friction
    

    View Slide

27. physical digital
    

    View Slide

28. markets are
    hard to predict
    

    View Slide

29. rethink how we ideate
    and create digital products
    

    View Slide

30. design as a continuous conversation
    designOps
    

    View Slide

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.
    

    View Slide

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.
    

    View Slide

33. warning
    

    View Slide

34. design for learning
    

    View Slide

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

    View Slide

36. let’s explore!
    

    View Slide

37. running a single
    experiment is easy
    

    View Slide

38. continuously running
    experiments is hard
    

    View Slide

39. Experiment A
    Experiment B
    Design
    generation
    

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

43. enable others to design
    

    View Slide

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

    View Slide

45. successful
    handoffs?
    

    View Slide

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

    View Slide

47. compasses
    over maps
    

    View Slide

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.
    

    View Slide

49. design
    infrastructure
    

    View Slide

50. local autonomy,
    global consistency
    

    View Slide

51. connect users and teams
    

    View Slide

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

    View Slide

53. the feature
    factory
    

    View Slide

54. outcomes
    not outputs
    

    View Slide

55. looking for the
    behavioural change
    

    View Slide

56. design
    the feedback
    

    View Slide

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.
    

    View Slide

58. a continuous conversation
    

    View Slide

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
    

    View Slide

60. a digital product is
    never done.
    

    View Slide

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

    View Slide

62. serve an
    open community.
    

    View Slide

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
    

    View Slide

64. View Slide